Our Managing Director & CTO Thomas Ragger recently shared his observations on a fundamental role shift within our industry. As tools like Claude Code and Gemini flatten the technical learning curve, we are seeing the rise of the high agency generalist. The takeaway? When anyone can build, taste and craft become more important than ever before.
I’ve been thinking a lot about the evolution of digital agency roles lately. At wild, ownership has long been a core value. We believe everyone should feel responsible and accountable not just for their individual output, but for the success of the project as a whole. We always had a big focus on merging design & technology by building a team of high agency generalists to make this a reality, but it used to be challenging. Now, tools like Claude Code and Gemini have flattened that learning curve. Knowing how to express your ideas through code is no longer a niche skill. Anyone now has access to this magical superpower. 1. Designers no longer have to tediously build static wireframes and Clickdummy's, they can prompt a functional app into existence to inform their decision making. They can use their art direction and taste to shape content through custom asset-creation workflows. They can define a brand's tone of voice through AI-assisted copywriting and prototype micro interactions without the help of a developer. This allows them to prove a vision works in the real world rather than just showing static mockups. 2. Developers become conductors of agents (see Tom Schönmann's ingenious article about agent harnessing https://lnkd.in/dtC7FtW6). They use MCP-enabled design systems to combine agentic coding with beautiful UI and their technical understanding to "harden" what might have started as a vibe-coded prototype to be production ready. Our first and last differentiator: Taste & Craft When anyone can build, the only thing that makes a great product stand out is the collective craft and attention to detail of the people behind it. Let's use this mind bending creative autonomy to ensure that we bring more beauty & craft into this world.