"Ever since the first AI tools with strong visual output started emerging, we seemingly overnight started screaming from all rooftops about: taste. What the fck is taste? According to NNG it's "the learned, subjective ability to discern and select the most effective, harmonious, and high-quality elements for a project". Maybe, if you're really smart, you can picture what that means. But really, if you're honest, taste is a vague concept. Taste is subjective."
"Taste doesn't answer any of those. You know what else doesn't? Shitty prototypes. Yeah, I've made my fair share of them, too. But the time when these impressed anyone is over."
AI-driven visual tools shifted attention toward 'taste', which remains a vague, subjective concept and often does not determine product success. Vague concepts hamper decision-making during rapid technological transformation and weaken the case for investment. Executives prioritize connection to their problem, demonstrated authority, and a clear vision. Neither vague appeals to taste nor low-quality prototypes provide those assurances. Prototypes can show vision or unblock teams, but overreliance on them erodes designers' authority and credibility with engineering and executive stakeholders in the age of AI.
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