AI gives us more to explore. And more to get lost in.
October 8, 2026
Every new capability opens another door. The challenge is deciding which ones are worth walking through.
October 8, 2026
Every new capability opens another door. The challenge is deciding which ones are worth walking through.
AI hasn’t necessarily made me faster. It’s made me broader.
Maybe that’s a natural part of how designers think. We’re problem solvers. We want to ask the right questions, understand the bigger picture and keep looking for a better answer.
But every new space comes with a learning curve. Another tool to understand. Another skill to develop. Another rabbit hole to explore.
And that can be exhausting.
The challenge is balancing what we 'can' do with what we 'should' do. When there’s always more to explore, it’s easy to keep going without really knowing where we’re going.
There’s a certain fogginess to that. More possibilities, but not necessarily more clarity.
Maybe what we need isn’t just better AI, but better training and more time to research, learn and think. Enough space to make the work better, not just bigger.
Francisco Belo dos Santos shapes brands through strategy, identity and digital experiences. Based in Dubai and born in Lisbon, he brings an international perspective shaped by diverse cultures and markets, combining strategic thinking with a belief in purposeful design.
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Francisco Belo dos Santos shapes brands through strategy, identity and digital experiences. Based in Dubai and born in Lisbon, he brings an international perspective shaped by diverse cultures and markets, combining strategic thinking with a belief in purposeful design.
