AI made this for my business. Here's why I wouldn't use it. (Hard truths to follow).

I've poured more 15 years into developing a business that authentically represents me and what I can offer to my clients. I have spent many of those years encouraging small businesses and entrepreneurs just like you to do the same, to stand out from your competition, to be the face of your brand because you are the differentiator, the reason that people will choose your business, and return to it. I know running a business is overwhelming and we are all wearing multiple hats, I've always said to begin where you can (Rome wasn't built in a day) and grow from there. People aren't expecting a fully formed perfected brand. Many like to follow along for the journey.

I'd like to preface this by saying, I'm not against using AI, I use it myself! It can be incredibly helpful tool for research, brainstorming, planning content, scanning first drafts, flushing out your creative ideas, I have even used it to mock up set design/mood boards before I invest in studio finishes and props, or figure out how to decorate my powder room - brilliant. I also totally understand why AI design tools are appealing, especially when you're stretched running a business and trying to keep up with marketing on top of everything else. AI can turn an idea into an impressive-looking graphic in seconds, often without any design experience.

But before you upload your brand photos and ask AI to turn them into your next promotional poster, product image or social media graphic, there are some things I'd encourage you to consider: 

Now that AI-generated visuals are everywhere, is the efficiency you're gaining worth what you are potentially losing in brand vibe and recognition?

When AI flyers started popping up in our feeds, people thought they were fun, eye-catching, "creative", colourful, engaging. But now that they are e-ver-y-where, I'm increasingly seeing people express frustration with them, that they give the "ick", to quote one of my kids, "Get your AI crap out of my face". In some cases, it's making people unfollow or mute accounts.

Now that feeds are full of them and the format and the formula is becoming more obvious, people can tell right away - AI created that. Making a birthday invitation? Need a flyer for your garage sale? Go for it. But when marketing a business relies on reputation, uniqueness, authenticity and being recognizable, these flyers and graphics are more likely to make you become just another AI looking brand. It's common now to see AI outputs as "artificial" (after all, its in the name), inauthentic, a quick fix, cheap, rushed, error-filled (why are there six fingers? lol), cartoonish, cutting corners, juvenile, generic, manufactured, overproduced, think "copy + paste", untrustworthy, predictable, forgettable.

Why does that matter for your business? Consider, if you were to make a list of the ways you want people to view your brand, would you want any of these in the list? (I wasn't kidding, these are harsh truths for sure, but they are wholeheartedly in pursuit of the success and survival of your unique visual brand, so I ask you to take this as food for thought, not criticism).

Does it still look like your business?

Your brand photos should be created to capture the real people, products, spaces and details that make your business different. When AI changes those things, even subtly, you may be losing some of what makes your business recognizable, authentic and real. I shared a post recently that said, "Made by a human is the new luxury". 

Is it accurate?

AI can change facial features, clothing, products, colours, textures, proportions, food and environments. Does everything have a cartoonish filter? The result might look "creative", but does it still represent what your customers will actually see, receive, purchase or experience? This is especially important for images of products and food or spaces where you don't want to chance false advertising. When food looks cartoonish, its no longer appetizing, it can look plastic almost, real photographs of real food should make your mouth water.

Is it good design, or just a lot of decoration?

AI-generated posters often include multiple fonts, illustrations, icons, textures, headlines and promotional messages competing for attention. Don't forget the hand written slashes, hearts and paint brush swipes! They cram loads of components into the tightest of spaces with very little whitespace or "breathing" room that allows a viewer's eye to settle and take in what they are seeing. Remember more isn't necessarily better. Effective design helps people quickly understand your message and looks unique enough that people are able to recognize your brand in it.

As a business owner, you see production value (makes total sense), but as a marketer, I see communication value.

You type a sentence, upload a photograph, and suddenly you have a glossy, colourful poster with typography, illustrations, photographs, icons and promotional messaging. You feel excited, maybe relieved, you might even feel proud of the end result and you totally deserve that feeling! To be able to enjoy the fact that you created something you couldn't create before. As a business owner you are looking at the production value of that graphic - you did it in minutes for low cost = perfect. But as a marketer, I am evaluating its communication value which isn't the same thing. What can these potentially communicate about your brand when your visuals are blending into others in your community and industry (think back to that list of ways to describe AI).

Could this graphic belong to almost any business? 

A polished design isn't automatically an effective one. If you could replace your business name and photograph with someone else's and the graphic would work just as well, ask yourself what's making it uniquely yours.

Are you making the most of the content you invested in?

Your photographs already contain something AI can't invent authentically: your actual REAL business, real people, real products. Sometimes a beautiful photograph, a simple headline and a clear message will do more for your brand than an elaborate generated poster. Sometimes you need visuals to just stand on their own.

The goal is for potential customers to recognize YOU in your marketing, not the AI-tool you are using to create it. 

You don't need AI-generated visuals to create good marketing. It's not too late, I promise! Use Canva. If you don't feel creative enough to DIY, buy affordable templates that suit your brand. Change colours, add text or graphics to your photographs. Sometimes even a handwritten message on a post it note can feel more personal and memorable than a perfectly polished graphic. Use your iPhone and take photos and video yourself, work with what you have. Use a photographer, videographer, brand and graphic designers when the budget fits. Hire my competition - truly I don't care - I would rather any human creative soul get your investment than continue to watch so many of the businesses I have loved and admired over the years dissolve and drown in the same pool.

There IS a happy medium, if you want to, use AI to help you brainstorm ideas, help you figure out your audience, plan your posts, find efficiencies, come up with marketing ideas or work through a creative block. Just remember, the goal isn't simply to make something that looks flashy or impressive, it's to create marketing that looks and feels like YOUR business, builds recognition, is repeatable, and helps your customers connect with you. So take what you gain and develop with AI, but keep it as your "behind the scenes" and incorporate it into brand visuals that are created with your unique business in mind.

Stand out, connect and grow.

This has been my tag line from the moment I started working with small business, its simple but its true. I say all this because I truly care about what you are trying to build and I am invested (to a fault ) in your success. I have always encouraged you to stand out, to hold your place in your industry and I wouldn't be doing my job if I didn't ask you to take a moment to pause and consider how shifting your marketing to AI-generated visuals might impact your business in the bigger picture.

If I can help make sense of all this, or figure out some next steps in bringing your brand together though photography, your web design or social media, or you have thoughts or feedback to share, by all means reach out any time!