Generative AI tools continue to flood the marketplace. From visual to written mediums, they are being advertised as a time-saver and more efficient than designing or writing something yourself. 

What is the future of creativity in a world where art meets tech?

As a graphic designer and marketer, what is my view on this? Are these tools the way of the future? Or are the challenges of using these tools far outweigh the benefits?

Visual mediums

From social media designs and posters, to logo creation, it seems the AI tools can do it all.

So why should you hire a designer? If tools like Canva AI can create more designs with a fraction of the time, a designer’s role can, at first, appear redundant. 

But what they can't do is put everything together. And that's where the designer comes in.

AI tools can generate lots of iterations on social media designs. They are a good starting point to new ideas and give a quick brainstorm for many design options. But what it can't do is apply your branding style consistently and cohesively.

Perhaps your brand has specific guidelines on how to use your icons or specific photography specifications. You might have a style guide to only use black nad white photos, or flat line illustrations only. A designer knows the best practices of your brand and can use your style guide to ensure material stays aligned.

These may be subtle adjustments in the visual output, but they all work together to form the cohesive and recognisable face of your brand. If you only stick to AI-generated designs without human refinement, your designs won't stand out.

AI generated logos

Now onto a controversial topic - should you use AI to create your logos?

This is the one area where I put my foot down. Why? Your logo is often thought of as the face of your business.

A branding designer takes the time to really understand your business, its story and the audience to develop a design that encapsulates this. In contrast, an AI design doesn't know any of this. They create a design based on artistic license which is not unique to your business.

A logo is such a huge part of your brand. If you default to an AI generated logo, it will be a generic design that does not support or highlight the unique story your brand tells.

Secondly, AI does not show you how to use your logo. How do you apply it? Are there any considerations you need to know?

A branding designer can offer minimum size guides which is the smallest pixel size you are able to use the logo and keep it legible. They can also offer you the do's and don'ts of where and how to use the logo on different platforms.

An AI logo doesn't give you any of that.

Social media

I believe this platform is more forgiving. AI generated tools are ok to be used, so long as there is a human refinement at the end of the AI generation to keep everything on-brand.

Also, social media is starting to be flooded with AI-created designs. How can you stand out if everything looks the same? Here's where an experienced designer comes in handy.

Written mediums

This also applies to copy. While you can implement your brand voice in the AI input, there still needs to be a human element in the process. This last step in the process ensures your message stays on track.

Furthermore, an AI generated text might sound robotic or lacking interest. It is human storytelling that makes a message compelling. The second step in revising is to add your own flavour to the piece - how can you add interest and encourage the audience to keep reading until the end?

Conclusion

Generative AI tools are here to stay.

They can serve as a great starting point or brainstorm new ideas quickly. But to ensure brand consistency and quality of content, you should not rely solely on them to create all your content.

A human’s touch, with the emotions and stories that it brings, is still needed in your design and marketing efforts.