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Ideas, inspiration and the latest stories about our work.
Inca crafted a unique, bespoke website for London-based solicitors, Murray Hay.
Inca Creative was approached by solicitors, Murray Hay to develop a new website, following an unsuccessful episode with an AI-built website from another provider.
Fast doesn’t mean good
Yes, AI can do many things very quickly, but it doesn’t necessarily do everything well. On the surface it can look polished and professional, but you don’t need to go too much further to see how superficial and generic it is. From overall appearance, styling and wording, to straplines and key calls to action, AI can only draw from what already exists in the field. Everything is apparently in the right place, there is a raft of box-ticking occurring and yet somehow it doesn’t appeal – it is a dead thing.
Fakeness abounds. Mistrust arises.
Now that we’re getting to grips with AI generated content, where at first it may have amazed, now we’re becoming sharpened to its defining features. Over-smooth faces, generic voices that lack passion or charisma, perfect representations of products that can never actually live up to their AI reel. The shine is rapidly wearing off giving rise to revised reactions. Fakeness abounds. Mistrust arises.
The ‘uncanny valley’ effect
Uncanny valley is a term coined by Japanese roboticist Masahiro Mori, to define the discomfort people begin to feel towards AI generated perfection:
As an object becomes more human-like, people feel more comfortable and positive toward it. However, just before it reaches absolute realism, comfort plunges into strong repulsion or eeriness—creating a metaphorical “valley” on a graph of emotional response.
We recognise that it is not real or as real as it purports to be. This instinctively triggers distrust and rejection. It exists at a primal level and the suggestion is that it is part of our survival mechanism:
Evolutionary Warning: The brain may interpret near-human imperfections as a sign of disease, decay, or a corpse, triggering an instinctual defence mechanism.
Cognitive Dissonance: The mind recognises the object as human, but subtle missing cues (like lack of true breath, blinking or micro-expressions) create a confusing mismatch that feels threatening.
Authenticity is now a premium service
What makes human design so appealing is the ‘je ne said quoi’. It is the subtle nuances, clever wording, the innate sense of feeling and human-ness that creates the appeal. Where AI regurgitates iterations of other’s work as scavenged from search engines, we design-humans attune to our clients very specifically. We aim to understand, feel and extract the essence of each business, each USP and each driver, to create something appropriate, clever and one-off. And it shows.
The future is human
So now, whilst you can get from nowhere to market very very quickly using AI tools, to go further you still need to invest in genuine human intelligence, coupled with a feeling heart. Something that no AI will ever be able to match.
If you’d like a human-made website or identity that expresses your originality, uniqueness and deeper humanity – get in touch!