STUDIO DREWSKIIThe real wins
AI earns its place in three corners of a brand sprint: automated audits (scoring a homepage across five dimensions in seconds), copy drafts (a headline set to react against, not to ship), and code scaffolding (the 80 percent of a frontend build that is boilerplate).
Each of those is a task with a clear pass/fail and a machine-readable input. That is the whole pattern: AI where evaluation is cheap.
Where it fails
Judgment, taste, and the moment a client says "why did you pick this?" AI cannot defend a design decision, and it cannot hear the real objection in a client's voice.
The trap is delegating the taste work and hand-checking the mechanical work. Reverse it: let the machine do the volume, keep every judgment call human.
The workflow that works
Run the audit first (free, automated, 60 seconds). Draft copy against the audit findings. Scaffold the build. Then a human — you — does the hierarchy, the typography, the final pass.
The outcome is a sprint that costs the client the same as before but ships with more polish, because the volume work no longer eats the judgment hours.