The AI Journal: AI Is Great… But Can It Make a Bacon Sandwich?

AI is everywhere in our workflow at Horrible Brands. It maps strategies, drafts options and helps us move faster. But here’s the line we draw every day: AI is the assistant, not the artist. Branding lives in the human realm where intention, memory, intuition and will shape meaning. That’s why this piece isn’t about what AI can do. It’s about what it can’t. To make the point we introduce our Bacon Test: a simple gut check that separates simulation from sensation. A machine can remix trends and polish layouts. It can’t smell the bacon hit the pan, hear the pause before the truth or feel the goosebumps when a founder finally says the thing they’ve never said out loud.

From our vantage point — an agency that blends sharp design with deep identity work — we’ll show where AI accelerates and where it mustn’t lead. Expect a clear split: the tasks AI does exceptionally well and the human faculties it will never originate from. We’ll share how we use technology without outsourcing the soul, why audience resonance still starts inside the founder and how our unique mix of branding and hypnotherapy helps clients find the signal beneath the noise. If you want a brand that performs and resonates, read on. The future isn’t Human vs AI, it’s Human + AI

...and the choice that matters is yours. Red or brown?

Check out the article here:

https://aijourn.com/ai-is-great-but-can-it-make-a-bacon-sandwich/

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