The rebellion has already begun, if you really want to stand out, you don’t use AI

Craftsmanship and AI aren’t enemies, they’re better together. Mediocrity is the real enemy

In 2026, if you really want to stand out… maybe don’t default to AI.

But that doesn’t mean AI and craftsmanship can’t work together. They’re not enemies. One doesn't rule out the other; they're better together. Mediocrity is the real enemy.

It’s not about picking a side. That said, always start from your craft, then sometimes you let AI take it further.

Here’s what that looks like:

Apple nails it with old-school craftsmanship. The behind-the-scenes is better than the original
Coca-Cola delivered a brilliant piece of craftsmanship, made with AI, and disguised and dismissed because of it

Apple asks one simple question: ‘What if we made something beautiful the hard and human way?’

No AI, just real people, with real skills, obsessed with the details, a lot of focus, and more than a little coffee.

And they delivered. Again.

'Apple is praised for an AI-free Christmas ad filmed entirely on an iPhone 17 Pro.

A ‘Critter Carol’ features handcrafted animal models operated by performers in blue, who were later edited out.' (Source: Daily Mail)

And somehow, this old-school approach feels more modern than ever.

We’ve come full circle. From the AI gold rush to the rediscovery of real, messy, imperfect human touch.

Not a rejection of technology, but a rebalancing. Like a handshake between craft and code.

Coca-Cola. Craftsmanship with AI

It’s been diguised, dismissed, and dragged, but honestly? It’s a brilliant piece of craftsmanship. A bold experiment that shows how far we’ve come in a short time.

You can roll your eyes at it, or celebrate it for pushing boundaries and stretching AI to its current limits.

Half empty or half full. You decide.

Why it matters: Coca-Cola didn’t just drop a campaign. They shared their process, their risks, and their learnings. That’s rare. And worth more credit than it's getting.

→ See below the two behind-the-scenes or making-of videos. Please be inspired by both their passion, balls, and craftsmanship.

In 2026, if you really want to stand out, you use AI in the right way.

Not as a lazy shortcut, because you’ll get shortcut results. Use it as a partner, and suddenly, your work proves you give a damn.