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Start free trial →Power of Ten with Andy Polaine · User Experience · November 2026
Andy Polaine raised the common argument that AI is just like Photoshop, another tool that changed a craft. Noessel answers that earlier tools cost people narrow technical skills, while AI puts general thinking skills at risk.
…undergraduate, uh, and what I was doing is I was doing prepress for a, uh, textile printer, um, so T-shirts mostly. Yeah. Um, but it also includes some other things. And so prepress, when I got to the shop, I guess this is my third year of undergraduate, we're still using phototypesetting, so-
I know what that is,
yeah. Almost, almost no one will remember what this is. But back in the day, right, Letraset was really, uh, was a printed sheet of letters that you could purchase off the shelf, and they came in these little plastic sheets that you could lay down on top of a sheet of paper and rub the top of the plastic, and it would push the letter onto the paper. But that would create horrible baselines, and if you're setting a ton of text, it was a nightmare. So- On about the '80s, we had phototypesetters, which were complicated machines that had these transparent disks, each of which was dedicated to a single typeface, not even a font, but a single typeface. And you would have what was essentially a markup language. You would sit and you would code that markup language into this ancient machine, and it would tell things like, "Here's the size. Here's the position of this body of text. Here's the column width." Just like CSS now. Mm. But then you would tell it to go. You would load up some photographic paper, and then a, uh, a strong light within the machine would… Uh, it was a pinpoint light. Um, would… Uh, the machine would position that transparent thing, turn the large…
Stupefaction. I mean, I, I come back to music as the thing. I mean, the, the, the, the, the desktop publishing thing, I mean, I rem- my dad had an ad, ad agency, and so they used to have- Oh … finished artists who used to hand-letter and use Letraset and stuff, and I remember that sort of shift to…
we're paying for them.
Why not? Yeah. And, you know, and then, you know, design, actually people at some point realized that, oh, oh, actually that's kind of, that's not very good for quite a lot of things. But we still get plenty of, you know, in-o-office things that someone's printed out in Comic Sans and, you know…