AI Design is Hurting Your Business

Aug 6
5 min read

What to Consider Before Posting AI-Generated Designs

Disclaimer: This post was written completely the old-fashioned way. Me, a handwritten outline, and Google Docs (no Gemini allowed). I figured it was only right considering the topic. So let’s just assume any grammatical errors or typos were intentionally left in to prove that a human is the writer ;)

Like most aspects of media and business, design is one of those areas that AI is actively encroaching upon. I get asked if I’m worried about my job or hear not-so-subtle suggestions that there’s no need for a small business to hire a graphic designer enough to know that at least some portion of the population really does believe that artificial intelligence is a genuine replacement for creatives.

Frankly, my first thought is, “Have you seen its work?”

Safe to say I have not been too impressed with AI design. But I know that it will only get better. As the quality of AI-generated design improves, I want to give business owners three larger concepts to consider as you make the decision about whether or not to use AI to promote your business.

What does your audience think about it?

Pay attention to the public perception of generative AI.

Our Facebook feeds have all been subjected to those notorious ChatGPT event flyers. Amidst the AI flood, my feed has also been sprinkled with a few posts saying things like, “If your event flyer is AI, I’m not going.”

You might think this is a dramatic overreaction. Maybe you see it as unfair to the small businesses just trying to get content out there. However, as business owners, we have to pay attention to what people are saying, especially the people that we want to buy into our product/service.

PEOPLE JUDGE BOOKS BY THEIR COVERS.

When you put designs for your business out into the world, you are saying “Hello lookie here, This is us.” People see your designs and immediately start to form opinions. In a split second, they’ve decided if what they’re seeing is worth any more of their attention, their time, and eventually their money. Design is your business’s first impression.

So when you post AI designs, it’s a statement about who you are. Your business has taken, at the very least, a semi-pro-AI position.

Now consider that 50% of Americans say the increased use of AI makes them feel more concerned than excited. Or that 53% believe AI is making us less creative (Pew Research). And if the nationwide data doesn’t sway you, read some of the comments on this post in What’s Happening Huntsville for a peek at what your local audience has to say about AI…

The public perception cannot be ignored, and it should influence your marketing choices. No matter your own personal AI ethics, ask yourself: what will my audience feel when they see that I’ve used AI? At this point in time, trusting AI design to represent your business well is risky.

do you walk the walk or just talk the talk?

Examine whether AI aligns with your brand values.

Around Christmas time last year, the seasonal commercials started playing again. The Hershey Kiss “We Wish You a Merry Christmas,” the M&Ms meeting Santa – all the classics. But when the highly-anticipated Coca-Cola one came around, it looked a little… off.

It was evident to viewers the nostalgic commercial was made with, or at least heavily assisted by, generative AI. An iconic advertisement once praised for its joy, beauty and creativity was now being ripped apart on Coke’s socials.

One creative assessing the situation noted, “The people most upset tend to be the ones who care deeply about what Coca-Cola has always represented – authenticity, real moments, human connection. These aren't just casual viewers; they're often your most passionate advocates. When that group feels let down, it matters, even if they're not the majority.”

The biggest problem was that the use of AI-generated content did not align with Coke’s brand values. They had built an established brand on authenticity and then used something that felt fake. Coke was all about human connection and then they partnered with a computer instead of a person. It felt like a betrayal, like hypocrisy.

ASK YOURSELF WHAT YOUR BRAND VALUES AND HOW AI FITS INTO THAT.

If you sell handmade goods, yet don’t “handmake” your graphics; if you tout creative problem solving, yet rely on Chat for all of your decisions; if you preach supporting local business, yet don’t hire artists – it sends a certain message and it may make it harder for your audience to trust you.

What are you missing out on?

Recognize the value of human creativity and connection.

I am most certainly biased, but I think this last point is the most important: AI will never be as good of a designer as a human being. Design, especially as it relates to brands and marketing, is all about creativity and connection. Two things outside of AI’s capabilities.

The American Institute of Graphics Arts (AIGA) released a Statement on AI recently that I loved. In it they stated, “Designers possess something AI cannot replicate—the ability to draw from lived experience, cultural context, and genuine human connection.”

PEOPLE CONNECT WITH PEOPLE.

It’s why a talking-head Reel about your event will do 20x better than your ChatGPT flyer. It’s why a writer can strike an emotional chord with your audience in a way that Claude never will. And it’s why a logo designed by a real person will finally feel right and give you the confidence and credibility that AI never could.

In a sea of AI-generated content, we cannot lose sight of the value of the artist, the creative. AI can only ever be derivative, limited by the pool of existing data that it's been fed. But innovation and ideation comes from the minds of people, fed by our unique experiences, personalities, and lenses. Humans are the only ones that can truly create meaningful things for humans.

SO judge for yourself. when it comes to design, is ai helping your business or working against it?

I am not going to be one of those people that encourages you to just blindly accept that AI is a part of life now. I think there are places where individuals and companies alike have a responsibility to really think through their decision to integrate AI into their work.

You don’t have to use AI to design. You aren’t falling behind if you choose not to. In fact, it might be the thing that pushes you ahead of the competition. If you’re looking for alternatives to AI design, especially for social media, here are a few options I recommend:

Canva Pro: Get access to SO many pre-designed templates for a pretty affordable subscription of $150/year.
Etsy: Buy a set of social media templates.
Hire an Intern: Consider looking to college or even high school creative students looking for work experience
Contract a Social Media Manager: Find a local digital marketing / social media management business to run your socials.
Have a designer create branded templates: I love to set up my client’s Canva Brand Kits and make them a set of templates that they can reuse for all sorts of designs.

I use AI often, probably everyday. It is an undeniably helpful tool for many areas of running a business. However, I will never use it to create the visuals that represent or promote my business because of these reasons.

Well, really, I’ll never use it to design anything.

I like doing it myself too much 😉

How can I help?

The good news is, it's never too late to start being intentional about design for your business. Whether you're just getting started or you've been in business for years, branding is always worth looking at. A decent logo might get someone's attention, but a good brand is what makes them stay.

At Pennington Design Studio, I love to create branding and design that connects with your audience, represents your value, and makes you proud to share your brand. If this sounds like something you could use, let's start a conversation.

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