Opinion: AI did not kill craft—consumers and businesses optimizing for speed and measurable metrics did, and they can choose to reverse course.

The article argues that the decline of craft across products, services, and marketing results not from AI itself, but from decades of prioritizing speed, cost, and tangible metrics (money earned, things accumulated) over intangible values like human interaction, design, storytelling, and service.

According to the author, studies show that 59% of customers affirm that craft drives brand loyalty, and other data suggest that creative craft boosts marketing effectiveness—creating a competitive advantage for brands willing to invest in quality over efficiency.

The article proposes three practices for brands to restore craft: serve a genuine need unique to your customer base, identify specific weaknesses in your brand experience (email, checkout, store design, customer service), and apply quality through small details across customer touchpoints rather than only major brand moments.