We live in an era where AI can rapidly generate vast amounts of words, images, and ideas. While AI excels at content creation, the ability to recognize what is particularly salient within this abundance of information remains a crucial human skill. Not just what is efficient or optimized, but what genuinely matters. The ability to say, “This is the right choice for me!”

This is where human taste comes in. And in an AI-driven world, it may be our most significant and irreplaceable contribution (Medium, 2024). 

Optimization vs. Intuition

AI thrives on optimization. Provide tools like Perplexity or ChatGPT with a well-crafted prompt, and they will tirelessly generate ideas—like a colleague who never runs out of suggestions. However, as Waterfield Tech points out: “As AI gets better at optimization, the ability to choose what to optimize for becomes exponentially more valuable. Think about it — AI can write you a thousand email subject lines optimized for opens, but only you can decide if those subject lines feel right for your brand. The machine can tell you what works, but not what matters.”

“It’s not about adding to the noise, now it is about cutting through it. No one cares what you can do because everyone can do everything. Choosing what’s worth doing takes taste. “ (NextAtlas, 2025) 

Think of this example with content creation: AI can generate endless variations of content for engagement, but it takes human taste to recognize which pieces truly resonate with your audience’s aspirations and values.

Redefining our role in the age of AI

To adapt to this shift, we must rethink the role we play as humans. Instead of spending countless hours on data analysis, coding, or content production, our focus should shift toward refining our sense of taste—making informed decisions about what feels authentic, what holds significance, and what deserves to be shared. (Medium, 2024)

How can we Humanize AI?

Since taste is inherently subjective, how can we put it into practice?

• Spend more time on defining what ‘good’ means for your business,  audience and overall context  
• Understanding that “because it feels right” can be a valid reason, even in a data-driven world (Medium, 2024).  
• Use AI-generated insights as a starting point, but make final decisions based on human values and your core as a brand.
• While AI can generate unlimited options, only human judgment can determine what is truly impactful, so prioritize curation over automation. 

Taste is an inherently human quality—shaped by culture, experience, and intuition. In a world overflowing with AI-generated content, the ability to discern what truly resonates might be  one of the most valuable skills we have.