“People are reaching for work with a little dirt under its nails. Designers are rediscovering soul,” Spencer continues. “You can feel it — this hunger to make things that breathe, that feel lived in. This isn't about rejecting digital — it's about bringing humanity back into it.”

As anything scales too effectively - from fashion to restaurants to music - the market opens for more non-scalable alternatives. Once Starbucks opens on every block, many of us crave the artisanal coffee shop. Once our favorite Italian restaurant becomes a chain of three, we grow tired of it. Why? First, so much of what we buy and do is tied up in... See more

Second, because we can mass-produce “flawless” content, “flawless” content now feels cheap. It’s supply and demand: when you can generate 100s of blemish-free photos, podcast “recordings” without a single grammatical error, and detailed “research reports” in seconds, the value of these outputs drop to zero. AI made efficiency so simple that... See more