Max Ottignon, co-founder of Ragged Edge, shared insights on AI's role in branding during a recent talk at the Upscale conference in Málaga. Contrary to expectations of overwhelming enthusiasm for AI, his observations revealed a more complex reality. Designers often claim to use AI while actually avoiding it, citing that it hampers creativity and slows down their processes. Some companies even inflate their AI usage to meet investor expectations. Ottignon argues that misunderstanding AI's purpose leads to misguided approaches, as many see it as a tool for making branding cheaper and faster, which neglects the essence of what branding should achieve. Branding has become increasingly generic, and AI amplifies this issue. Ottignon demonstrated this by creating a fictional brand, Levo, which ended up being so indistinct that it could represent anything. He emphasized that branding is about long-term recognition and shared meaning, not quick conversions. While AI excels in performance marketing, it cannot replace the depth and thought required for effective branding. Successful branding takes time and craft, and even top AI companies like OpenAI prioritize quality over efficiency in their marketing efforts. Ottignon laid out three principles that Ragged Edge follows in their AI practices: prioritize quality over quantity, focus on ideas instead of aesthetics, and adopt a growth mindset. They start projects with innovative concepts, using AI for exploration and refining ideas, but ultimately rely on craftsmanship to bring those ideas to life. Recent work with clients like SolFlare and Palmetto illustrates how AI can enhance creative processes without compromising quality. The industry faces a challenge not from AI itself, but from a prevailing apathy that prioritizes speed and cost over meaningful, high-quality design.