Taste in an AI-driven world: The need and value of craftsmanship and authenticity

If you were off on a multi-day hike, weren’t sure of the weather and knew this was the one chance you’d have to go, would you head off with a coat from Temu or Patagonia? Quick wins have their place, don’t get us wrong, but in the age of AI we must remember that quality, craftsmanship and authenticity may just get us where we need to go.

For years now, our team at Voyage have been focused on creating the best websites, web platforms and apps we can, and part of that is being up to par with the latest and greatest technology solutions available. This meant that as soon as AI solutions became available we were testing and exploring what they could do, and how they could help us improve outcomes for clients.

Fast forward to 2025 and the tools are more proficient than ever, with the ability to pump out content, prototypes and frameworks in a matter of seconds. And yet, while the sheer abundance of this can be exciting and has certainly democratised creation, it’s a slippery slope to consider it a silver bullet that will hit the target every time.

Behind the scenes at Voyage, we’re honing in on what makes our websites, platforms and apps great, and are leaning into our years’ of experience you can’t buy or fake, and our insatiable appetite for the best work out there.

Quality versus quick wins: The growing divide

With the introduction of AI we’re increasingly seeing two main approaches to digital experiences or content: the quick win and the crafted outcome.

On one side, we have the temptation of instant gratification: AI-generated content, pre-built templates, and cookie-cutter solutions that promise immediate results. On the other, we have the deliberate path of craftsmanship: thoughtful design, intentional user journeys, and carefully curated experiences that take time to build.

While speed has its place (not every project warrants months of custom development), the digital world is becoming saturated with hasty solutions that prioritise rapid outcomes over substance. The result? A sea of sameness where truly exceptional work becomes increasingly rare, and increasingly valuable.

Let’s not forget, quick wins often come with hidden costs:

• Lack of differentiation: When everyone uses the same tools and templates, products and experiences begin to blend together.
• Shallow user connection: Prefabricated experiences rarely resonate on a deeper level with users.
• Technical debt: Solutions built for speed rather than longevity often require more maintenance and overhaul in the long run.
• Missed opportunities: The easiest path rarely leads to innovation or meaningful competitive advantage.

The enduring value of intentional, crafted experiences

Craftsmanship in digital experiences isn't about perfection, it's about intention. It is made manifest through thoughtful decision-making that prioritises the user's needs, emotions and overall journey. It's evident in the subtle interactions that make an interface feel intuitive, in the careful curation of content that respects the user's time and intelligence, and in the deliberate design choices that reflect a brand's authentic values.

Consider brands like Apple, where the products feel cohesive and considered across every touchpoint. Or Notion, with workspace that include thoughtfully designed features and interactions. These experiences didn't emerge from quick fixes or automated processes, they were crafted through iteration, reflection and a deep understanding of their users.

What characterises high-quality digital craftsmanship? For us, it consists of:

• Intentional design: Every element serves a purpose and contributes to the overall experience.
• Attention to detail: Small touches that might go unnoticed individually but collectively create a feeling of quality.
• Thoughtful content: Words, images, and interactions that respect the user's intelligence and time.
• Cohesive experience: A consistent feel across all touchpoints that builds trust and familiarity.
• Human-centered approach: Prioritising real human needs over technical capabilities or trends.

Why we’re vouching for authenticity in an age of replication

It’s increasingly valid and valuable to seek true authenticity, and utilise AI tools aligned with that mission, not relying on these tools to find a unique voice. In fact, AI tools, that are expert in analysing and mimicking styles, urges us to dig deeper and uncover what we want to say, share and invite our users to experience.

True originality isn't about creating something completely novel, it's about bringing a unique perspective, purpose or vision to our work. The extra investment reaps rewards through several key ways, positively impacting the business and users.

In our view authenticity offers value by:

Building trust: Users have become increasingly sophisticated in detecting in-authenticity. They can sense when content has been mass-produced or when experiences have been hastily assembled. By contrast, authentic experiences build trust, they signal that real humans with genuine care have crafted something with the user in mind.

Creating emotional connection: The digital experiences that resonate most deeply are those that feel human. They have personality, perspective, and purpose. They don't just solve problems; they create moments of delight, understanding or inspiration. These emotional connections drive loyalty and advocacy in ways that purely functional experiences cannot.

Driving differentiation: In markets saturated with similar offerings, authenticity helps brands and products stand out. It's much harder to replicate a genuine point of view or a uniquely crafted experience than it is to copy features or visual styles.

Developing taste in the digital age

So how do we develop and apply good taste in this new era of web and app development?

Here are a few ways we can attune our attention and focus:

• Curate influences: Be selective about what you consume and who you follow. Seek out examples of exceptional work across different fields and disciplines. Study the classics but stay open to emerging voices and perspectives.
• Take time to reflect: Good taste requires stepping back from the constant flow of content and trends. Make time to reflect on what resonates with you and why. Which digital experiences have stayed with you, and what made them memorable?
• Practice discernment: Not every new tool, trend or technique deserves your attention. Develop the confidence to say "no" to approaches that don't align with your values or vision, even if they promise quick results.
• Seek meaningful feedback: Surround yourself with people who will provide honest, thoughtful feedback on your work. Look for those who can articulate why something works or doesn't beyond surface-level reactions.
• Embrace iteration: Taste develops through trial and error. Be willing to experiment, learn from mistakes, and continuously refine your approach based on what you discover.

Finding balance in the AI era

The rise of AI doesn't diminish the value of human taste, it amplifies it. As automation handles more routine tasks, our uniquely human capacities for judgment, empathy and craftsmanship become even more valuable.

The most compelling digital experiences of the future will likely combine AI's efficiency with human taste and sensibility. AI can help us explore possibilities, generate options, and handle repetitive tasks, but human judgment remains essential for determining what feels right, what serves users best and what expresses authentic values.

As we navigate this new phase of technology, I want to remember that the most memorable digital experiences aren't those that utilise the most advanced technology or follow the latest trends. They're the ones crafted with intention, authenticity and a genuine understanding of what resonates with people.

The digital age hasn't changed this fundamental truth: taste matters. It's what transforms functional products into beloved experiences, content into conversations, and transactions into relationships. In the race between quick wins and quality craftsmanship, the tasteful approach may take longer, but it could just be the one that stands the test of time.