Short answer: Nope. Here’s why.
AI is fast. It can whip up a logo, write a paragraph, or generate a colour palette in seconds. That’s impressive.
But if you’ve ever asked ChatGPT to write your brand story or design a homepage, you’ve probably also felt that weird, soulless vibe. You can sense something’s missing, can’t you?
At 39steps, we’re fairly sure we understand what that is:
Context. Taste. Emotional intelligence.
You know, those things that come from real people who understand your business, your audience – and how to bridge the gap between them.
AI is a tool, not a thinker.
We’re not AI-deniers. Far from it. We already use AI to support our work where it makes sense. It helps speed up brainstorming, early content drafts and even layout tests. It helps us move faster.
But we won’t let it lead.
AI doesn’t understand your company’s history.
It won’t grasp the politics in your boardroom.
It can’t sense the mood in a strategy workshop or ask those awkward-but-necessary questions.
That’s what real brand building requires.
Your brand is more than a logo or tagline
A brand is what people say about you when you’re not in the room.
It’s how your team shows up. How your clients feel.
And how you look, sound and behave across every touchpoint.
Will AI replace branding agencies? We can’t see it happening. No algorithm can replicate the magic of finding that story, shaping it, and getting your team behind it.
So what does 39steps do differently?
We blend tech and talent. We use tools like AI to take the grunt work out of certain tasks – but we always put clarity, strategy and bold design first.
We’ll ask better questions.
Push the creative further.
And help you rally your team around a brand that actually means something.
Because in a world where everyone’s churning out generic content faster than ever, the brands that stand out are the ones that dare to be distinct.
Bottom line
AI is brilliant at creating more.
We’re here to help you create better.
Ready to take the first step?
We’ve helped founders, CEOs and marketers embark on this journey and come out with brands they’re proud to lead. If you’re ready to explore what’s next for your business, we’re here, ready to walk with you.
