The barrier to good design just collapsed.

Taste is now the whole job.

I’ve been thinking about cancelling my ChatGPT subscription recently. I’ve been doing everything in Claude. Then I tested GPTs new image generator and was surprisingly impressed.

One screenshot. One sentence: “enhance this and add his stats.” The first output wasn’t a tweak. It was a redesign. Typography hierarchy, stat architecture, brand colours, club crest, next fixture module. Things you’d have briefed a designer on.

Then I pushed it. Three more in the same style, and pick the surprise player of the season. It picked Morgan Rogers. Correct? Ill let you be the judge of…

It included the stats, club context, and a “Biggest Surprise / Star of the Season” badge it designed itself.

It did miss a number on one card, but nothing a human in the loop can’t catch it in two seconds.

Then one more based of it's recommendation: “do the background idea.” Each card got its own distinct club world. Old Trafford red grunge for Bruno. Cool structural blue for Haaland. Claret grain for Rogers.

No brief. No brand guide. No creative director. A screenshot and a few words.

Here’s what I can’t stop thinking about... when everyone can make something that looks good, making something that looks distinctive becomes the job.

Knowing why this works, and knowing why the next ten thousand AI-generated player cards will all start to look the same. That’s taste. That’s craft. That’s the part that doesn’t get commoditised.

Think of it like a photocopy of a photocopy. Each one looks fine on its own. Line them up and you can see the detail fading, the edges softening, the character flattening out. Every copy converges toward the same average. The value isn't in the copy. It's in the thing that looks like it was made, not generated. The print with the fingerprint on it.

The people who use this while others don’t will be at a huge advantage.

The people who use this and have taste will build the work that gets remembered.