IIIMPACT Design

Large language models are backward-looking by design. They train entirely on historical data. They do not invent. They synthesize what already exists.

When you rely on an AI model for product strategy or creative direction, you are generating derivative work. You are producing a clone.

Clones do not command a premium.

Every company right now is making a fundamental choice about their market position.

You can use AI to optimize your ability to copy. It is faster and cheaper than ever to replicate what your competitors are doing. If you choose this route, you will permanently play catch-up. You will trade market leadership for operational efficiency.

Or you can prioritize forward-looking human creativity. You can build the concepts that simply do not exist in the training data yet. By the time the rest of the market trains their models on your work, you will already be on the next iteration.

Market Leader > Market copier

AI coding tools are creating a massive bottleneck in software development.

Development teams are outputting code significantly faster right now. But faster output does not mean better output. All that AI-generated code is simply moving the bottleneck downstream and completely overloading QA teams.

Coding is only a fraction of the work required to ship software. Code review, testing, security scanning, integration is still highly manual. When engineers use AI to generate massive code diffs at an unprecedented pace, QA teams are buried under mountains of code they now have to verify line by line.

We are treating software development like a factory where the assembly line is running at 10x speed, but there's still only one inspector at the end of the belt.

The result isn't faster software delivery. It is a massive backlog and a high risk of broken code making it to production.

I've mentioned before, we were driving a bus and now have given keys (AI) to an F1 race car to a teenager. Sure we can move faster, but we will also be moving in the wrong direction and can crash more often.