Using AI in your Design & Communications

AI: It’s the topic on everyone’s lips.

Like it or not, increasingly, Artificial Intelligence is becoming a bigger and bigger part of our lives.

From summarising Google searches to enhancing photos, to writing job applications and assignments… even writing music – it seems like nothing is beyond its capabilities, even if the results can sometimes leave a lot to be desired.

Headlines are dominated by AI stories (possibly even AI-generated??) about the good, the bad and the ugly of Artificial Intelligence.

So much so, it can be difficult to keep up.

An example of the good? Advancements in medical diagnostics

An example of the not-so-good? Hacking government healthcare systems.

It’s fair to say that AI divides opinion.

Some view it as a helpful tool for everyday life.

Others view it as a poor imitation of human creativity and nothing more than a copyright thief.

APPLYING THIS TO DESIGN & COMMUNICATIONS

You’ll have already experienced the impact of AI through information you have absorbed – online and offline – in recent times.

2026 has seen a deluge of AI-generated ads for businesses and events.

What first came across as quirky, ‘homemade’ posters quickly became the norm and the novelty wore off… for us at least!

We can guarantee you’ll have seen these: the same fonts, layouts, faux illustration styles, typos… and not an inch of free space!

However, before being too quick to dismiss AI, are we being a bit snobby about it?

Isn’t it serving a purpose for organisations and business that don’t have the luxury of graphic design resource?

Charities and businesses operating on shoe-string budgets can now generate print-quality designs with just a few prompts that they might previously have struggled to do.

The issue arises when EVERYTHING begins to look the same.

As a small organisation, don’t you want to stand out from the crowd, not look the same?

Similarly, when it comes to written content, AI is being used to write all manner of things, including text for websites and social media posts.

Applying the same rule, it is potentially a big time-saver for smaller operations.

We’re aware that organisations working in the public, private and third sectors are increasingly using AI software to write tenders for business, funding applications and meeting presentations.

However, even though it’s getting better at it, we’re sure you’ll have read AI-generated text which says a lot, without saying anything at all!

You can’t afford this in your own comms – people WILL tune out.

SOME CONSIDERATIONS

As a design and communications agency, you won’t be surprised to learn that we prefer the human touch.

After all, we’ve studied and worked in this sector for a lifetime!

However, one thing is for sure: AI is here to stay.

So, perhaps the best advice we can offer to anyone considering its use in design and comms boils down to two questions:

Does your design look like everyone else’s?

Does your content read like a robot has written it?

If the answer to either, or both, is ‘yes’… change it!

Your public face and messaging is FAR TOO IMPORTANT to leave in the hands of computers.

Your customers were originally drawn to you for a reason, and that will most likely pre-date the advent of AI.

Don’t be too quick to rush into what seems like the easy option.

AND FINALLY…

Whilst AI-generated media is arguably ‘free’ (although someone is making money off it…) there is a not-so-hidden cost to its use, which will only get worse.

The data centres required to generate the text, images and videos we’re being bombarded with are VAST and have a huge environmental impact.

The amount of electricity required to power them – and the amount of water needed to cool them down – would appear to fly in the face of the direction we need to be heading as a society, to tackle climate breakdown.

For years, we’ve been urged to ‘go digital’ and avoid printing wherever possible.

Now, it would appear that the newest digital alternative to this is infinitely worse for the environment than running off a printed copy.

On that point (and picking up on previous blogs) it would be pretty reckless for an organisation championing their sustainability credentials to use AI-generated comms!

One more thing, which is arguably most important of all.

If you do decide to go down the AI route, you need to be aware that you’re by-passing human skills. Someone who has trained in graphic design in order to help others be successful.

So, if you’re a small business looking for support, you’re asking humans to support you, but aren’t ‘walking the walk’ by using AI. There’s a risk that others will think this, and vote with their feet!

Perhaps the best way to finish this is article is to pose the question: is any of this really needed?

Isn’t there suddenly something strangely appealing about those home-made posters and flyers we might once have dismissed as unprofessional?

We think so.

The backlash against “AI-slop” has already started and is only going to get louder.

Bear this in mind when thinking about how you might come across to your customers.