AI in Design and Digital Marketing: Tool or Threat?

AI generated image which has been recoloured in Adobe Photoshop

In today’s fast-moving digital world, artificial intelligence (AI) is transforming how we work—especially in the creative industries like branding, website design, and digital marketing. With platforms like Midjourney, Adobe Firefly, ChatGPT, Jasper, and Canva's AI tools becoming more accessible than ever, it’s easy to see why so many businesses are jumping on board. But while AI can be an incredible accelerator, it’s important to remember: AI is a great tool, but it is far from replacing human creativity.

Businesses that rely entirely on AI—without layering in any human insight, vision, or strategic thinking—risk producing work that feels templated, cold, and ultimately forgettable. You’ve probably seen those logos that just look like AI made them, or a blog post that feels flat and robotic. It’s not always easy to define, but the lack of real thought or emotion is noticeable. Consumers can feel it too. And in industries where connection, authenticity, and originality are everything, that’s a problem.

AI Should Be an Assistant, Not the Artist

Think of AI like the sketchpad, not the finished painting. Used well, AI tools can help designers brainstorm, unblock creative ruts, quickly prototype visuals, and even generate copy or strategy outlines. But it’s the human who turns those rough ideas into something memorable—something that speaks to a brand's values, audience, and goals.

For example:

• Logo Design: Tools like Looka or Midjourney can spit out dozens of concepts. But those ideas still need a designer’s eye to refine the layout, understand brand strategy, and inject originality.

• Copywriting: ChatGPT or Jasper can help you generate a blog post structure or meta description ideas, but without human editing, brand voice, and nuance—it often falls flat.

• Web Design: AI-generated website layouts might offer a quick starting point, but real UX design still needs empathy, understanding of user behaviour, and visual storytelling.

So, it’s not about whether you use AI—but how you use it.

The Risks of Going All-In on AI Alone

Yes, AI can save time. Yes, it can help small teams do more with less. But businesses that lean too hard on AI with no human refinement often produce work that feels generic—and worse, untrustworthy. Audiences today are savvy. If something feels "off" or artificial, they’ll pick up on it. And when they do, it can make your brand feel cheap or careless.

It’s like serving microwaved meals in a restaurant. Sure, the job gets done quickly—but it’s not what keeps customers coming back.

So What’s the Right Balance?

AI is here to stay—and that’s not a bad thing. The key is learning how to use it effectively:

• Use AI to spark ideas, not deliver the final product.

• Edit, review, and refine everything AI generates—whether it’s text, images, or layout.

• Blend AI-driven insights with human experience, empathy, and creativity.

• Stay true to your brand voice, values, and style, always.

Ask Yourself (and Be Honest):

• Have you used AI in your design or marketing work? If so, how?

• When you see obviously AI-generated visuals or copy online, what’s your reaction? Do you judge the brand differently?

• Do you see AI as a helpful tool in your business—or a looming threat to creative authenticity?

We’d love to hear your thoughts. Are you embracing AI as a collaborator, or keeping it at arm’s length? And if you’re already using it—what tools are working best for you? More importantly, how are you making sure your final output still feels human, thoughtful, and real?

Because that’s the sweet spot: when technology and creativity work together, not in place of one another.

Full Disclosure: This article was entirely created with ChatGTP using thoughtfully suggested prompts and tone suggestions.