Will the next aesthetic be a reaction to AI?

As AI-generated imagery becomes increasingly accessible, we’re seeing more brands lean into craft, texture and imperfection as a way to stand out.

Whether it’s hand-crafted photography, analogue processes or visible imperfections, authenticity is becoming a creative differentiator rather than something to hide.

We’re seeing more brands move away from polished perfection in favour of imagery that feels lived-in, spontaneous and deliberately unrefined.

From styling and photography to art direction, these subtle imperfections create personality and help brands feel more relatable.

Illustration, handwritten typography and analogue mark-making are becoming increasingly visible across branding and campaigns.

These details introduce warmth and individuality while reinforcing the idea that something has been thoughtfully created rather than perfectly generated.

Physical materials, handmade props and tactile art direction continue to add richness that digital perfection often lacks.

Whether through set design, textiles or crafted objects, these elements create imagery that feels more immersive and memorable.

The anti-AI aesthetic isn’t about rejecting technology. It’s about recognising the growing value of craft, personality and human creativity in an increasingly digital world.

These are some of the creative approaches currently inspiring us and we’re excited to see how brands continue to interpret them.