Why human creativity matters even more than before AI
By Erik Verster, Creative Director at Twisted Toast Digital
The rise of the machines (and the rise of the “meh”)
Twisted Toast Digital, established in Johannesburg and actively present in Cape Town and KwaZulu-Natal, offers expert services including GEO, SEO, digital advertising, brand development and AI-focused content marketing strategies.
In the age of generative AI, it seems everyone’s a designer. With a few prompts, anyone can conjure up a logo, a website mock-up or even a full campaign visual. It’s fast, it’s cheap and it’s everywhere. But here’s the thing: Much of it is, frankly, soulless.
This proliferation of low-quality, AI-generated content, often referred to as “AI slop”, has flooded our digital spaces. These outputs, characterised by a lack of effort, logic or purpose, prioritise speed and quantity over substance and quality. They represent a deluge of filler content that clutters social media, art platforms and even search results, often lacking the depth and originality that human creators bring to their work.
At Twisted Toast Digital, we’ve seen it all: AI-generated visuals that are technically competent but emotionally vacant. They might tick the boxes of symmetry and colour theory, but they lack the spark that makes a design memorable.
The human touch: More than just a catchphrase
What sets human creativity apart is our ability to infuse our work with emotion, context and meaning. We don’t just create based on data. We draw from our experiences, our culture and our understanding of human nuances.
AI, for all its capabilities, lacks emotional intelligence. It can mimic styles and patterns, but it doesn’t understand the why behind them. It doesn’t feel joy, sorrow or excitement. It doesn’t grasp the cultural significance of a colour choice or the emotional impact of a particular layout.
As designers, we often make decisions based on gut feelings, those intangible instincts honed over years of experience. We know when a design feels right, when it resonates with an audience, when it tells a story. AI can’t replicate that.
AI as a tool, not a replacement
That’s not to say we shun AI. On the contrary, we use it judiciously to enhance our workflow. It’s great for generating initial concepts, exploring variations or handling repetitive tasks. But it’s just that. A tool. The final creative decisions, the ones that truly matter, are made by us expert humans.
We believe in a collaborative approach where AI assists but doesn’t dictate. It’s our human touch that ensures our designs are not only visually appealing but also emotionally resonant and culturally relevant.
The value of human-centric design
In a world saturated with AI-generated content, human-centric design stands out. It’s authentic, relatable and impactful. It considers the audience’s emotions, values and experiences. User experience thus becomes a journey that is felt as much as it’s used. It tells stories that connect on a deeper emotional level.
At Twisted Toast Digital, we pride ourselves on delivering designs that are not only aesthetically pleasing but also meaningful. Our team of skilled professionals brings a wealth of experience, cultural insight and emotional intelligence to every project.
Why choose Twisted Toast Digital?
In an era where AI can generate visuals in seconds, why invest in expert and experienced human designers? Because quality matters. Because authenticity resonates. Because your brand deserves more than generic, soulless content.
We offer:
In the end, while AI can assist in the creative process, it can’t replace the depth, emotion and originality that human designers bring to the table. At Twisted Toast Digital, we combine the best of both worlds, leveraging AI tools where appropriate, but always ensuring that the human touch remains at the heart of our work.
Because we believe that great design isn’t just seen. It’s felt where it matters most: The heart.
Let’s create amazing designs for you, together.
Erik Verster is the Creative Director at Twisted Toast Digital, a hybrid marketing agency based in South Africa. With many years of experience in graphic design and web development, Erik leads a team of skilled visual and design expert professionals dedicated to delivering impactful and emotionally resonant creative solutions.
