In today's tech-driven world, creating websites and graphics has reached unprecedented ease thanks to AI tools. However, Jorn van Dijk, the co-founder of the $2 billion AI website builder Framer, has crucial advice for designers looking to distinguish themselves: effort and taste are still paramount.

In a recent conversation with Business Insider, van Dijk emphasized the importance of nurturing one's design sensibility. He stated, "Taste and quality go hand in hand. With AI, it’s incredibly easy to generate careless designs quickly, a phenomenon he's dubbed 'AI slop.'" To truly shine in the crowded digital space, designers must prioritize quality and craft unique work that resonates with their personal style and the brands they represent.

This focus on quality is vital for companies striving to cultivate engaging and exciting brands. Van Dijk pointed out, "It's becoming increasingly challenging to achieve this goal." He advised designers to return to their roots and sharpen their foundational skills, which involves mastering tools to create compelling designs and producing a significant volume of work.

Encouraging experimentation, he said, "Explore extensively, create multiple mock-ups, design countless icons, and sketch many logos. What was effective a decade ago remains relevant today; the tools have simply evolved, enabling us to produce better outcomes leveraging AI."

Framer, co-founded by van Dijk and Koen Bok in 2014, has grown to employ over 130 staff members and achieved a substantial valuation of $2 billion following a $100 million Series D funding round earlier this year. The duo also co-founded Sofa, a software venture that created applications for Apple’s MacBooks, which was acquired by Meta in 2011, allowing them to work as product designers at the social media giant until 2013.

Van Dijk pointed out that while AI has significantly impacted various creative fields like graphic design and film, it hasn't exactly equalized the playing field between seasoned artists and novices. He noted, "Although creating quality videos has never been more accessible, I haven't observed a corresponding surge in remarkable video content or advertising as a result."