Commentary attributes decline in product quality to consumer and brand choices

A Fortune commentary states that AI is frequently cited as the cause of declining product quality and generic marketing. The article maintains that brands, consumers, and marketers made choices favoring speed and cost before AI tools became available.

The commentary lists examples of reduced human interaction, including airport kiosks, QR-code ordering, and digital payments. It notes that these systems remove opportunities for unplanned exchanges and observable imperfections.

Factors cited in the decline of craft The piece identifies early emphasis on measurable outcomes such as revenue and accumulated goods as a contributing factor. It adds that digitization made many processes trackable, which further devalued intangible elements like storytelling and design.

The commentary states that 59 percent of customers surveyed linked craft to brand loyalty and that creative craft can increase marketing effectiveness. It presents two client examples: Radio Flyer applying craft to digital and physical spaces, and Krispy Kreme shifting from promotional cycles to storytelling centered on production.

Steps proposed for restoring craft The commentary recommends that brands identify a specific customer need, assess where their current offerings lack attention, and apply craft to smaller touchpoints rather than only large campaigns. It suggests a "rule of three" approach, adding distinctive details across communications channels.

The article concludes that measurement tools and AI can remain in use provided they support, rather than replace, human judgment and investment in time and resources.