It’s nearly impossible to go online today and not be bombarded with AI-generated posters and fliers. From local real-estate agents promoting properties to restaurants hawking their specials – the hyper-realized style is unmistakable with a folksy illustrated look and catchy (sometimes miss-spelled) bullet points. AI may seem like a lifeline for small mom and pops hoping to break through the clutter. For larger brands – or companies that want to be taken seriously – using AI for the design process can come with some major pitfalls. It doesn’t mean throwing AI out entirely. It does mean using AI in ways that assure your brand’s human touch isn’t lost.
How does the creative process differ from the design process?
Creativity and design are words that are sometimes used interchangeably. However, they not only differ in what they mean but also their role in crafting a brand’s identity. Creativity is more organic and open-ended. Creative ideas are based on a brand’s long-term, strategy. Your strategy is how you strive to build trust with your consumers. Creativity looks at a brand’s strategy and determines the narrative and the emotional tone that needs to happen to express that strategy. It considers how you want to make people feel. Design takes the creative approach and applies it in functional and usable ways.
What are the pitfalls of AI-designed content?
Plug the above question into an AI platform like ChatGPT or Claude and even they will tell you there are drawbacks. One of the biggest pitfalls is that AI-generated designs lack AUTHENTICITY. Like the local posters mentioned previously that seem formulaic and repetitive, AI designs are very me-too. Even design-oriented platforms like Canva use templates to create material, eliminating room for orginality. These templates might be fine for a PowerPoint slide or social media post but fall flat if you’re hoping to build a brand identity.
Another concern – and one that sometimes gets overlooked – is legal or copyright issues. Because AI generates designs based on material that is already out on the web, AI can and does pickup copyrighted material. Here’s a quick read on AI, Copyright and The Law from the University of Southern California (USC).
Creativity Looks Forward While AI Design Looks Backwards
When AI designs a logo or marketing material, it bases its designs on billions of data points that exist on the web. AI design is a historical interpretation since AI analyzes what’s already been created and bases concepts or graphics on what’s already out in the world. As a result, originality suffers.
Creativity takes the world today and looks forward. It studies audience pain points and emotional needs based on the current climate and what’s likely to come in the future. Think about it: in 2020, people were overwhelmed with pandemic-related concerns. Today, rising prices draw consumer anxiety. Giving consumers hope or helping them solve problems comes down to analyzing emotional needs today and taping into those needs creatively. Only forward-thinking creative brainstorming can deliver this. It’s a process that requires collaboration, analysis, questioning and objectively evaluating each idea that’s brought to the table.
The Stage Where AI Makes Sense
Using AI can be part of the design process, as long as it is used correctly and in the right amounts. It can create internal-facing content like PowerPoint slides, mood boards or photography style ideas. It can accelerate ideation, providing a starting point for design teams to springboard off of. This can help teams better understand “what’s out there” so that they can begin to look ahead. The key is to avoid using AI as the final; only use it to boost ideas and prep a team for the hard work of creative execution.
Want to incorporate AI into your design process?
Reach out to Dennison and we can discuss how we’ve used AI with our clients in ways that make sense. At Dennison, we often marry creativity and technology for solutions that deliver results. We even offer access to AI tools on our website.