How this site is being built: with AI, but by hand

This site is a case study in itself. Every section, every animation, every line of copy came out of a dialogue: I set the direction, the AI builds, I discard, we rebuild. It sounds like magic, but it is mostly craft — just applied in a different place.

What actually changes

There used to be half a day between an idea and a clickable draft. Now there are minutes. That does not change the quality of the ideas, but it changes the number of attempts. I throw away more than I used to — and that is exactly what makes the results better.

What stays the same: taste. The AI proposes, but it does not decide whether an ellipse is too soft, a green too loud, a sentence too smooth. Those decisions are my job. They always were.

What holds up in practice

Three things have proven themselves: first, a frozen design document that every change has to answer to. Second, small verifiable steps — after every change a screenshot, a test, a look. Third, the willingness to disagree with the machine.

If you want to know what this could feel like for your project: write me. The chat at the top of this page really does land directly with me.