16:36Luke Carter · Demo
I Built 6 Websites in 17 Minutes With Claude Fable 5
A six-level stress test of Claude Fable 5 as a web design engine — from a two-minute landing page to a scroll-driven 3D experience that used to take hours.
June 11thThe argument in one line.
AI has made copying a website or a design trivial, so the only things that still separate creators are their taste, their judgment, and the trust-based assets like an audience or client relationships that can't be cloned.
Read if. Skip if.
READ IF YOU ARE…
- A designer, developer, or founder who's had a website, product, or piece of content cloned and wants a reframe instead of a legal strategy.
- A creator trying to figure out what's actually worth protecting when AI can replicate layouts, copy, and code in seconds.
- Anyone building a personal brand or agency who wants a concrete framework for developing taste instead of chasing originality.
SKIP IF…
- You're looking for legal advice on copyright or trademark enforcement — this is a philosophical reframe, not a how-to-sue guide.
- You want technical tactics for detecting or blocking AI scraping tools.
The full version, fast.
A creator's website gets cloned pixel-for-pixel by an AI tool, which sparks a familiar outrage cycle: designers feel robbed, and 'clone any website' features are now marketed openly by mainstream builders like Framer. But panicking about copying means playing an old game — copying has always been how craft spreads, from Renaissance workshops to Instagram ripping off Snapchat Stories. Roland Barthes argued decades ago that no writer creates from nothing; everyone remixes what came before, and AI just automated that remix. What still can't be copied is taste: the inputs a person feeds their judgment, the internal filters built through repetition, and the discernment to know which slice of an AI's output to keep. Layouts and copy are common property. Your audience, reputation, and relationships aren't.
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00:00 – 01:52
01 · "You just stole my work"
A viral X post accuses an AI website builder of cloning a designer's site pixel-for-pixel, setting up the video's central question.
01:52 – 03:40
02 · Website cloning becomes a feature
A second, more blatant clone example, plus mainstream tools like Framer now openly recommending you copy a competitor's site.
03:40 – 05:29
03 · Where our obsession with originality comes from
Paul Graham's NDA line and a history lesson: Renaissance workshops, European architecture, and the Sistine Chapel all show copying as how craft has always spread.
05:29 – 06:48
04 · The Death of the Author
The 1710 Statute of Anne invented 'the author'; Roland Barthes' 1967 essay argued every text is a remix of what came before, proposing 'scripter' instead.
06:48 – 08:01
05 · Figma and the problem with AI remixing
Figma's AI tool kept cloning Apple's Weather app until it was disabled, and Instagram's copy of Snapchat Stories still won on execution.
08:01 – 08:45
06 · Inspiration versus copying someone's work
Shared design patterns like the hero section and pricing table are common property; your words, photos, and reputation aren't.
08:45 – 09:17
07 · When AI can make anything, what's valuable?
As raw output stops being scarce, the question shifts to what you choose to keep, referencing the 'taste' discourse in tech media.
09:17 – 11:19
08 · Rick Rubin and the value of creative judgment
Rick Rubin's 60 Minutes answer, that he's paid for his taste and decisiveness, reframes the creator's role as executive editor, not author.
11:19 – 11:50
09 · Better inputs: what are you feeding your brain?
The first of three trainable taste habits: what you consistently feed your own brain.
11:50 – 12:54
10 · Sharper filters: experience and repetition
Internal filters, the second habit, are built only through repetition and mentored feedback, not shortcuts.
12:54 – 13:42
11 · Discernment: knowing what needs changing
The third habit: knowing exactly which slice of an AI's output is wrong and needs fixing.
13:42 – 14:09
12 · What the copycat actually took
A copycat only ever takes a snapshot of a past decision, never the engine and judgment behind it.
14:09 – 15:32
13 · Build more than a website
The closing argument: your email list, community, and trust can't be cloned, so build the home, not just the page.
Lines worth screenshotting.
- AI has turned cloning a website into a marketed feature, not a shady trick — Framer and other mainstream builders now recommend screenshotting a competitor's site to build something similar.
- Panicking about someone copying your work is proof you're playing an old game, because the value was never in the finished output in the first place.
- Paul Graham has said the market price of a startup idea is less than the inconvenience of signing an NDA — ideas were never the scarce resource, execution was.
- No one owns the three-tier pricing table, the hamburger menu, or the hero section with a headline and two buttons — those patterns have always been shared culture.
- Britain's 1710 Statute of Anne invented the modern idea of 'the author' mainly to settle who got paid, not to describe how creativity actually works.
- Roland Barthes argued in 1967's 'The Death of the Author' that every piece of writing is a tissue of quotations stitched from everything the writer has read, heard, and seen — which is exactly how an LLM works.
- When Figma's AI design tool was asked for a weather app, it kept outputting Apple's Weather app almost exactly, and Figma had to disable the feature — proof that remixing without a point of view collapses toward the most average answer.
- Instagram copied Snapchat Stories pixel-for-pixel without even changing the name, and still hit 100 million daily users within two months because execution and distribution mattered more than originality.
- The line between remix and theft is simple: formats, layouts, and patterns are shared culture, but your exact words, your photos, and your reputation are yours and worth defending.
- Rick Rubin, who has produced Johnny Cash and Adele, says he can't play an instrument or work a soundboard — what he's paid for is the confidence and decisiveness of his taste.
- The modern creative role isn't author staring at a blank page — it's executive director, reviewing the options AI hands you and knowing which one to defend.
- Taste is built from three trainable habits: what you feed your brain (inputs), the pattern-recognition filters built through repetition, and the discernment to know exactly which slice of AI output needs fixing.
- A cloned homepage takes ten seconds to copy, but a cloner can't touch your email list, your client relationships, or the trust you've built with the people who value your taste.
What still can't be copied when AI clones anything in seconds
WHAT TO LEARN
Layouts, copy structures, and even finished websites are now trivial to clone, so the only durable value left is the taste that decides what's worth making and the relationships a clone can never touch.
01"You just stole my work"
- A viral X post showed a website cloned almost pixel-for-pixel, layout and background animation intact, with only the copy and colors changed.
- The backlash was immediate and visceral, which is the emotional entry point the video uses before making its actual argument.
02Website cloning becomes a feature
- A second example showed a personal-website builder's entire landing page, copy, images, and even the Explore page cloned wholesale from a real business.
- Mainstream website builders now market cloning openly: one tool advertises 'clone any website, change it with AI,' and Framer recommends screenshotting a competitor's site to build something similar.
- What used to be a shady trick has become a bolted-on, legally-hedged feature of mainstream design tools.
03Where our obsession with originality comes from
- Panicking about someone copying your work is treated as proof you're playing an outdated game centered on protecting a finished output.
- Paul Graham's line that the market price of an idea is less than the inconvenience of signing an NDA is used to show ideas were never the scarce resource.
- Renaissance workshops had apprentices paint most of a canvas under the master's name, and European architecture repeats patterns across different builders and cities.
- The Sistine Chapel's paintings differ in subject but share one Renaissance style, because copying the masters was literally how artists trained.
04The Death of the Author
- Britain's 1710 Statute of Anne, passed after the printing press enabled mass book publishing, is where the modern idea of 'the author' as sole originator was invented.
- The concept existed mainly to settle who got paid and credited, not to describe how creative work actually happens.
- Roland Barthes' 1967 essay argued no writer creates in a vacuum; every text is a tissue of quotations from everything the writer has read, heard, and seen.
- Barthes proposed replacing 'author' with 'scripter,' someone who mixes and rearranges existing material rather than inventing from nothing, which is functionally how an LLM operates.
05Figma and the problem with AI remixing
- Figma's AI design tool, asked for a weather app, kept outputting Apple's Weather app almost exactly, and the feature had to be disabled.
- Instagram copied Snapchat's Stories format without even changing the name, and still hit 100 million daily users within two months on execution and distribution alone.
06Inspiration versus copying someone's work
- Formats, layouts, and UI patterns like the hero section or three-tier pricing table are shared culture that nobody owns.
- Your exact words, your photos, and your reputation are the things that are actually yours, and the only things worth defending as theft when copied outright.
07When AI can make anything, what's valuable?
- As making the raw material stops being valuable, the question shifts from 'what did you make' to 'what did you choose to keep.'
08Rick Rubin and the value of creative judgment
- Legendary producer Rick Rubin says he can't play an instrument or work a soundboard; what he's paid for is the confidence and decisiveness of his taste.
- His answer to 'what are you being paid for' is his taste and his ability to express what he feels, not any technical skill.
- The modern creative role shifts from author staring at a blank page to executive director, reviewing the options AI generates and knowing which to defend.
09Better inputs: what are you feeding your brain?
- The same way an LLM is only as good as its training data, a person's taste is only as good as what they consistently feed their own brain.
10Sharper filters: experience and repetition
- Internal filters are built only through experience, repetition, and feedback from a mentor already doing the work, and there's no way to skip that part.
11Discernment: knowing what needs changing
- Discernment is described as knowing that most of an AI output might be right, but knowing exactly where the wrong slice is, which is where the value actually lives.
- Taste is trainable through three habits: your inputs (what you feed your brain), your internal filters (built through repetition and feedback), and discernment (knowing exactly which part of an AI output needs fixing).
12What the copycat actually took
- A copycat only ever takes the tip of the iceberg — a snapshot of a decision made months ago — never the engine and judgment behind it.
13Build more than a website
- A cloned homepage takes ten seconds to copy, but a cloner can't touch your email list, your community, your client relationships, or your accumulated data.
- The advice: stop guarding your own originality and instead focus on upgrading your inputs, sharpening your filters, and getting better at discerning what's actually worth shipping.
Terms worth knowing.
- The Death of the Author
- Roland Barthes' 1967 essay arguing that no writer creates in a vacuum. Every text is a mix of quotations from everything the author has read, heard, and seen, so meaning comes from the reader, not authorial intent.
- Scripter
- Barthes' proposed replacement for 'author' — someone who doesn't invent from scratch but mixes and rearranges material that already exists.
- Statute of Anne
- Britain's 1710 copyright law, passed after the printing press made mass book publishing possible, that formally established the idea of an individual author who owns and gets paid for their work.
- Executive Editor (vs. Author)
- A framing where a creator's job is no longer producing original work from a blank page, but reviewing, filtering, and approving the options AI generates.
Things they pointed at.
03:22bookPaul Graham / Y Combinator NDA anecdote
05:29bookRoland Barthes — "The Death of the Author" (1967 essay)
07:00toolFigma AI design tool (disabled after cloning Apple's Weather app)
07:31productInstagram Stories launch (2016)
09:37channelRick Rubin — 60 Minutes interview
Lines you could clip.
02:38
“That is irrefutable proof that you're actually playing an old game.”
03:21
“The market price of an idea is less than the inconvenience of signing an NDA.”
07:00
“A remix machine with no one steering it doesn't give you something new. It gives you the most average, most obvious answer.”
10:10
“You're not an author staring at a blank page anymore. You're the executive director.”
14:07
“Someone can clone your homepage in 10 seconds, but they can't clone your email list.”
Word for word.
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metaphor
Alright guys, so I was scrolling through X the other day and I saw this flipping insane website, okay? And someone on top of it said, what the fuck, you just stole my work. Okay, and then I looked for the original of what he was talking about, and I couldn't basically find it anywhere, but he actually screenshotted it over here.
Okay, so I'm going to show these side by side right now, and you can see that these two look pretty identical, bar some of the copy and some of the color. Now, ultimately, yes, the copy is slightly different, the colors changed, but the layout is exactly the same, the background animation is exactly the same, probably even pulled the actual video.
Now, I couldn't find the actual video recording of this clone site, so I think the creator actually took it down. But what I want to talk about in this video is what's actually happening with authorship in a world of AI. And are we actually seeing the death of authorship and a new way of creating...
that might feel very uncomfortable at first. And you can see just by people's reactions to some of these copying cases, that this is a visceral motion that a lot of designers and creatives are ultimately feeling. But there's an angle to this that you might not expect.
And it's something that you should know about as we move into this world and as things start to heat up as AI ultimately develops, because this is just the tip of the iceberg. Now I'll show you one even crazier one that I saw today, okay? So I'm genuinely furious right now.
And this is... the example she put so this is her work and this is the clone okay more than a link in bio your personal website more than linking your bio a personal website i mean everything is exactly the same minus this thing but you can see i mean this is complete plagiarism okay so there's obviously levels to copying people's work all right you're either gonna rip someone off completely use all their words copy their business model or you're going to just take inspiration from it and build on top of it now I get the outrage.
I understand how annoying and frustrating this must be for designers, creators of original work. The fact of the matter is this isn't even a shady trick anymore. It's essentially become a feature of these AI tools now.
I mean, look at hosting his site. They actually have a feature here which says clone any website, change it with AI. Now, they obviously had to bolt that on the end there or risk legal action.
And then you look at something like Framer. They actually recommend that you take a screenshot of your competitor's site and build something similar. So mainstream website builders are now advertising this way.
Paste a link and get an editable copy in 10 seconds or less. So designers are paranoid and founders are scared that someone's going to clone their product. And creators .
But here's the argument I want to present to you. If you're panicking about someone copying you, ripping you off, That is irrefutable proof that you're actually .
The problem isn't that people can copy your work by clicking a few buttons. It might be the fact that you're holding on to a 250 year old idea called originality that wasn't actually ever true. By the end of this video, I'm going to show you exactly what can't be copied and how to build more of this.
Because developers, designers and creatives who for so long have been able to stand on the moat of skill and execution can no longer do that anymore. So where does the value actually lie and where does it shift to? Now, there's a running joke in startup circles that you can actually spot a first time founder before they've even told you their idea.
They slide an NDA across the table. The legendary Paul Graham, who co -founded Y Combinator, put it brutally. He said, if you walk into a VC firm with a brilliant idea and ask them to sign an NDA first, most will tell you to get lost.
In his own words, the market price of an idea is less than the inconvenience of signing an NDA. How's that? So veterans figured this out decades ago with ideas.
AI has literally now done the same thing to finished work. So where did this obsession with being an author and owning and safeguarding your ideas actually come from in the first place? Now, quick little UX test for all of you website design boffins out there.
Who designed the pricing table with three tiers? Who designed the hamburger menu? And the middle one right over here that says most popular, like who came up with that?
Or what about the big headline with two buttons underneath it for every single hero section that you ever bloody seen before? OK, so I have no idea. But the fact is, no one owns them and they're used on every single website in existence.
Now, that isn't an AI problem. That's literally just how things have always worked. Okay, so I love this photo, which basically shows for most of history, making things was a group effort.
Painters ran workshops where apprentices did much of the actual painting and the master's name went on the flippant canvas. Builders copied classical patterns on purpose. If you walk around London or Paris, you'll notice that in the architecture, a lot of the stuff looks the same, has the same vibe, the same style, but was always designed by a different architect or different builder.
Okay, you go to the Sistine Chapel in Rome, you'll see all of the paintings, while they are of different subject matters, the Renaissance style looks the same across the board. So ultimately, if you were an apprentice, copying the masters was actually how you trained. After doing a little bit of digging about where authorship came from, in 1710, Britain passed its first copyright law.
Now, this came around when the printing press was invented. People started printing books, writing things, etc., etc. And as the book trade started to grow, we actually invented a new character.
And that character was the author, the genius who literally created something from nothing, pulled it out of thin air. And like with many historical things, it actually turned out to be a flipping great story. And it was very, very useful in actually deciding who got paid and who got attributed for the work.
Now, when you jump to 1967, a French thinker called Roland Barthes published a very interesting essay titled The Death of the Author. Now, his argument was pretty simple. This is what I find interesting is that no one creates in a vacuum and that every piece of writing is a tissue of quotations stitched together from everything the writer has ever read, heard and seen.
So Barthes suggested that we should drop the idea of an author and use a different word entirely. A scripter. A scripter doesn't invent from scratch.
They mix and rearrange what already exists. Okay, so this might sound familiar to you. Over the last few years, with the advent of AI and the explosion of the democratization of tools that can help you write things, build websites, build UX faster than ever before, in 2026, AI has made Bath's scripter a reality.
It has no soul and no point of view. And AI uses the exact same model that our brains have been using forever. which is remixing everything we've heard, seen and read.
into its own unique remix or formation. It's exactly how an LLM works. It uses its training data and remixes it into something fresh or something new, exactly the way our brains actually work.
But there's definitely a catch to all of this. And I'm going to get to that in just a moment, because I don't think just raw copying people is the way to go here. And that's not what I'm trying to say.
But the most important idea in this video that I want you to take from it is that in 2024, Figma launched an AI tool designed apps from a text prompt. A designer asked for a weather app and it kept giving him Apple's weather app. Almost exactly.
So Figma had to switch the feature off. And so this highlighted a really interesting point that we can learn something from. A remix machine with no one steering it doesn't give you something new.
It gives you the most average, most obvious answer. So remixing is free, steering is scarce. So I want you to hold that thought.
Now let's rewind back to 2016 when I was still at university. And I used to use Snapchat a lot and it had a pretty cool feature. And then one day Instagram came along and released the feature called Stories, which was literally a pixel for pixel identical copy of Snapchat Stories.
And they didn't even flip and change the name. Now, the internet obviously lost it. They were like, how on earth could Instagram do this?
Now, the Instagram CEO at the time basically didn't reply to it. He openly said that Snapchat deserved the credit. And he said, this isn't about inventing someone.
This is about a format. And what mattered, he said and argued, was that you've just got to put your own spin on it. Now, within about two months of launching that, you know, 100 million people were using Instagram stories.
Now, before someone drops in the comments that I'm saying it's okay to... of someone's work i'm not there's obviously a line formats layouts patterns and ideas are shared culture no one owns the hero section but your actual words your photos and most importantly your reputation are yours and those are worth protecting if someone lifts your copy word for word that's not a remix that is straight up theft and you can see that happening in this example over here that's a straight up copy but arguably for the one that i showed you at the start I don't know.
I don't know. What do you guys think? So you can see here, guys, my point here actually is that the part that's truly yours is not the layout and it's not even the design.
OK, so let's talk about what actually is. Now, in today's age, when someone can generate an app, a landing page, a website, a blog post in seconds, making the raw material stops being valuable. So what's left?
Now, you've probably heard the answer multiple times and it's getting a little bit annoying, but everyone in tech is saying it's taste, it's taste, it's taste. But there's some interesting pushback on that. You can check this post by the New Yorker, basically calling it a buzzword and the critics have a point.
Just develop taste is useless advice if no one ever actually tells you how to do that. All right. So let me show you what that actually looks like in practice.
So one of my favorite flippin videos of all time on the Internet is this video from Rick Rubin. Now, he's a legendary music producer. He produced Johnny Cash, Adele, Red Hot Chili Peppers and the Beastie Boys.
On 60 Minutes, the interviewer asked him if he plays instruments. And this is his response. Do you play instruments?
Barely. Do you know how to work a soundboard? No.
I have no technical ability and I know nothing about music. You must know something. Well, I know what I like and what I don't like.
And I'm decisive about what I like and what I don't like. So what are you being paid for? The confidence that I have in my taste and my ability to express what I feel has proven helpful for artists.
Okay, so what the hell is he paid for? All right, Ruben says he knows what he likes and what he doesn't like. And most importantly, he's decisive about it.
His confidence in his own taste is the product. That is what he gets paid a lot of money for. And ultimately, that's the job now.
You're not an author staring at a blank page anymore. . AI can hand you 20 options in a second, and it's your job knowing what and why to pick.
and what you could actually defend ultimately. Because one of the funniest things in working at our Brave Brand agency is that a lot of our clients will come to us with clawed outputs and say, hey, this is my idea. This is what my copywriting agent is telling me to do.
And I'm looking at it going. Oh my gosh, this is ghastly. This is terrible.
So my clients are bringing me AI work and I'm ultimately reviewing the AI's work, pushing it forward and actually giving them the output that they wanted. And that's why when someone says to me, well, I'll just get AI to do it. I say, good luck, because I have confidence in my taste and my ability and the results and experiences that I have to know what is probably going to be a better output or what actually good design and good copy actually looks like specifically for that brand's context.
Context matters. Now, taste isn't magic, my friends. You can develop it too.
And these are the three things I would suggest that you work on. Number one is inputs. And this is very important.
What are you feeding your brain? Okay, if you're feeding your brain absolute garbage, you're watching the news all of the time, you're scrolling through X, you're looking at all of the hype posts and the hype beasts, and you're feeling the sense of FOMO. Do you think that's going to be a good place for you to create from?
And do you think that is good training knowledge to share with your brain? which is actually going to be the thing that defines your taste in any way. The same way we give LLMs training data to work from, what is the training data that you're feeding your own brain?
Number two is your own internal filters. And I'm going to be honest right now, these are only built through experience and repetition. I can review a client's video and know exactly what needs to happen to it because I've been a video director and producer for 10 plus years.
I've developed the muscle and the intuition of knowing what to press and what to put where. And that's just... Just a feeling I have.
You can't skip that part. You can't jump the queue on that. The only way to develop that is through repetition, skills, and actually feedback from a mentor who's doing what you want to do.
And that's why I find it so interesting right now is for expert practitioners who are trained designers, people who have experience, people who have been in this industry for a long time. That's why I say creatives who do the work will literally outcompete everyone else because people growing up now who don't have that ability to put in the reps.
are going to be screwed unless you're someone who is literally going to wrestle with things. Put yourself out there, test different offers, test different ideas, and let the market give you the feedback, which is ultimately the best learning experience and best learning arena you could possibly be in. Now, number three is discernment.
Like I said, with my clients sending me AI slop work to review, I can actually look at AI output and say, okay, you know, 80 % of this is right, but knowing exactly what to do with the other 20 % and where that last 20 % is, is where the value actually lies. Because when everyone has frontier intelligence and AI, All of the work is going to be hitting the median.
It's going to be average, bog standard. And it's your personal experiences, your stories, your own taste and judgment that's going to push it that extra step of the way that you need to create something new, novel, and actually innovative. And so the people who are going to win in the next 10 years are not the people who are pumping out the most stuff, but they'll be the ones with a point of view that will stick for years.
And that point of view is developed through repetition, repetition, repetition, as damn boring as that sounds. So the next time... someone clones your site, my friend, copies your color palette, rebuilds your entire product with AI, take a flipping breath.
Look at what they actually took. They took an output. They took the tip of the iceberg, a snapshot of a decision you made months ago already.
But what they can't take is the engine and the soul behind it. Your inputs, your filters, your judgment about where you're actually going to go next. And a copycat is always one step behind because they're copying where you were, not where you're heading.
And that's why you'll see me on this channel banging on about a digital home. Someone can clone your homepage in 10 seconds, but they can't clone your email list. They can't clone your community, the relationships you've built with your clients, the system behind it, and all of the data that you ultimately own.
They can't touch that. And most importantly, they can't clone the trust that you've built with people who value your taste. Okay, so the page is the output and the home is the engine.
So I recommend my friends, this is what I've done. I've stopped trying to be the author. People can rip me off.
They can take my work. That's fine. I'm not trying to guard my own originality, but I'm just focused on upgrading my own inputs, sharpening my own filters, and also getting really good at choosing and discerning.
what is actually going to work. And that is through being on the front lines, testing things, operating and being a tinkerer. Because ultimately, all innovation is just a remix of each other and slight incremental improvements on things that have existed before.
And that's how us as a community are going to get better and smarter as a result. Some ideas will die. Some ideas will take off.
Some products will win and some products will fail. But that is the game we're in. We're in the marketplace.
We let the market decide. Sometimes that might be an emotional journey. It might be hard to take.
But at the end of the day, we are evolving towards something greater as a species. And evolution requires stress. It requires discourse.
And it requires you taking your ideas out of your head, putting them into the market and seeing what ultimately happens.
The Hook
The bait, then the rug-pull.
A viral X post accused an AI website builder of stealing a designer's work pixel for pixel, and the reaction it sparked is the entry point for a bigger argument: panicking about being copied means you're already playing a game that stopped mattering.
Named ideas worth stealing.
10:10concept
Executive Editor, not Author
The modern creative role isn't originating work from a blank page, it's reviewing the options AI generates and having the taste to know which one to defend.
Steal forreframing any 'AI stole my work' complaint into a taste-and-judgment pitch
11:19list
Inputs, Filters, Discernment
- Inputs
- Internal filters
- Discernment
Three trainable habits for building taste: what you feed your brain, the pattern-recognition built through repetition, and knowing exactly which slice of an output to fix.
Steal fora personal-development or content framework on developing creative judgment
05:29concept
The Death of the Author / Scripter
Roland Barthes' 1967 argument that no writer creates in a vacuum; every text remixes prior culture, which is functionally how an LLM works.
Steal forany argument that AI-assisted work isn't fundamentally different from how humans have always created
How they asked for the click.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
