A lot of creative professionals are losing sleep over AI. Brand Shepherd is not one of them.

In this episode of Field Notes, Dan Crask speaks candidly about what it actually looks like when a 20-year branding agency takes a clear-eyed, disciplined look at AI tools like Claude, Claude Design, Firefly, and Runway, and decides to welcome them rather than resist them.

The conversation covers why “AI produces slop” is a statement born from misunderstanding, what the passion-driven creative crowd is getting wrong about this moment, why every AI design tool starts by asking for your brand assets (and what that means for branding professionals), and why accountability is the thing AI will never be able to replace.

This isn’t a rah-rah AI episode or a doom-and-gloom one. It’s a realist’s take from someone who has been in the business long enough to watch every major technology wave roll in, and knows how to read the water.

Brand Yourself

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