Why the convergence happens
A model returns the most probable answer. Asked for a modern SaaS homepage, it returns the average of every modern SaaS homepage, and the average of a category is by definition the middle of it. That is not a flaw; it is the function working correctly.
The prompt makes it worse. Almost everyone types some version of *clean, modern, professional*, which are not directions but a description of the centre. Ask for the middle and you will get it, beautifully executed.
And the defaults compound. The same component libraries, the same two typefaces, the same shadow, the same radius. Each choice is reasonable. Together they are a uniform.
Why it costs you money
A visitor comparing three suppliers is not reading carefully. They are pattern-matching, fast, on whether you look like a real company with a real point of view. Three identical sites are three interchangeable options, and interchangeable options compete on price.
This is the whole argument for looking different on purpose and it has nothing to do with taste. Distinctiveness is a commercial instrument: it makes you memorable enough to be found again, and specific enough to be trusted.
The cruel part is that a generated site is usually *nice*. Nothing is wrong with it. It simply makes no claim, and a page that makes no claim is a template with your logo on it, regardless of how it was produced.
What actually breaks the pattern
**One real asset.** A photograph of your team, your workshop, your product on the bench. The generated look collapses the moment something genuine is in the frame, because nothing in the training data looks like your Tuesday.
**A specific typographic decision.** Not a nicer font: a rule. Headlines set tighter than anyone does, one accent face used exactly twice, numbers that get their own treatment. Rules read as intent.
**A structure argued from your business.** Most generated pages have the same seven sections in the same order. Yours might need three, or might need pricing above the fold because that is what this audience is actually here for.
**Restraint in one direction.** One colour used aggressively, or motion used exactly once. Generated design is additive by nature; taking something away is the most reliable signal of a human decision.
A studio that had to look unlike studios
Broz is a creative agency, which means the homepage competes with every other creative agency homepage, all of them confident and all of them saying the same thing.
The answer was not more polish. It was committing to one idea hard enough that it could not be mistaken for the category average, and letting everything else stay quiet.
A model can render that page once it exists. It will not propose it, because proposing it means being willing to be wrong in public, and probability never is.
Questions we get asked
Why do AI-generated websites look generic?
Because a model returns the most likely answer, and the most likely answer for any category is its average. Add prompts that ask for clean and modern, plus shared component libraries and default fonts, and thousands of sites converge on one look.
Can I prompt my way to a distinctive website?
Partly. Specific, unusual instructions get you further than clean and modern ever will. But distinctiveness comes from knowing what your business can credibly claim, and that knowledge is not in the model. It is in the room with you.
Does a generic website actually hurt sales?
It costs you the comparison. When three suppliers look the same, buyers default to price or to whoever they saw first. Looking specific is what keeps you out of that race, which is why it is a commercial decision rather than an aesthetic one.