QUESTION: I used AI to design my branding, and there’s something missing. Why doesn’t it feel right? 

ANSWER: Because of the way AI works, it just can’t deliver content the way a designer can (yet). Its designs fall flat on emotional alignment, and that’s the core of what makes branding content work.

Using AI to create assets feels like the cheat we always wanted

You’ve got options when it comes to creating the branding for your business, and these last few years, the new kid on the block is AI design. It’s the newest option on your list, the “DIY” without the actual doing. And depending on what you’re choosing to use, it might even be free – if you’ve got tight margins or low start up capital, that might sound like a dream come true. Describing your business in a prompt, and AI hands you the assets you need immediately? No waiting on a human designer? No searching for one for ages, and having endless introduction calls? Dream come true, right??

Building branding with AI isn’t quite there yet

If you didn’t think what I was writing up there was too good to be true, then I hate to burst your bubble, but it was too good to be true. Because AI just isn’t there yet. I’m not saying it won’t be in five years – but right now, the downsides are more problematic than the upsides are helpful. The trade offs aren’t in balance, in other words. And that’s without getting into the environmental impact of data centres needed for AI development and continued growth – but that’s beside the point.

While I’ve waxed eloquent about many of the issues of using AI for design before, we’re not getting into anything theoretical or philosophical today. No Trolley problem, no environmental explanations. Just actual, practical commentary, on what AI misses out that human designers don’t. Because honestly? Even with JUST those points, it totally undermines wanting to use AI to replace working with a designer, because it super clearly lays out why it’s a big ole waste of your time and effort.

What does AI miss when it designs branding content?

Why is it a waste, you ask? Especially when from the outside it kind of looks like actually it’s the best money-saver you’ve ever thought about implementing? Largely it comes down to the fact that AI can’t feel things, and branding is more art than science. But we’re going to break it down piece by piece!

1. Truly unique content can’t be AI created

We have to start off with something foundational in this conversation, which is that AI content can’t be truly unique. It’s iterative, based on patterns and predictions – which is all well and good, given those are parts of designing for humans too. But that’s where the similarities stop, because the final output from AI will never be truly unique, since AI cannot have VISION, it can only do what you tell it to, and what it’s learned from the patterns it’s digested.

Your branding needs to have an edge to it that’s uniquely you. I don’t mean to say that every single brand design breaks the mold, or reinvents the wheel – but if there isn’t an element of attitude that’s uniquely yours, it’s not going to do its job, and it’s definitely not going to work long term.

2. Aligning branding with customer emotions

If you’ve followed me for any length of time, you’ll know that branding needs to be aligned with customer emotions. Specifically, the emotions you want them to feel when they encounter your brand. That’s not the only thing it needs to be – personally, I use three pillars to triangulate where your brand should fit in the larger array of options – but that’s not the point. The point, is that AI just can’t do that. It can only function on the THEORY of emotions, not the REALITY of them, because it doesn’t have empathy.

Despite all those prompts telling AI to pretend to be a specific kind of person… it can’t. Not fully. And that’s a core need for designing your brand. Whoever is creating it for you needs to put themselves in the shoes of your ideal client, and come to understand the intricacies of their likes and dislikes, and the niche way that different pieces of content influence them.

3. Rights, rights, rights

Of course, this list wouldn’t be full without a note about rights, because when you use AI to create something, in short: you don’t have them! When you’re having a brand designed, you want the opportunity to have the rights to that branding, and to register those rights with your locality and eventually the world. But when you use AI, that’s not on the table, full stop. So… we can keep this one short, because frankly, it’s just not practical to use a design method that doesn’t allow for protection. It’s like using Canva to create your business’ logo. There’s a time and place for Canva, but your logo isn’t it. Same for AI!

4. Correct asset formats

Finally, we’ve got another logistical roadblock you’ll hit if you use AI to design the assets for your branding. Formats. There are specific formats that you’ll need your materials in for everything from social media to printed T-Shirts. But you’re not going to have them all, and you’re not going to have them in convenient folders that you can just grab when needed, if you use AI to create your branding designs. And that’s going to make your life logistically difficult when it comes to having print materials made. Not to mention the lives of the professionals you hire to create those print materials!

You don’t have to do it yourself, OR use AI, to have branding that brings customers to your business

At the end of the day, I know this likely seems super biased, because truthfully, I obviously benefit from people continuing to use real designers for design projects. I am one. But it’s not about that – I’m a creative person, there will always be a role for me somewhere in this world, and I’m not worried about AI replacing me. What I AM worried about, is AI stripping the love and care and EMPATHY from this work, because if that’s not the core of it… what’s the point?

So if you’re looking for someone who’s going to design real content for you, not use AI in their process, and ensure that you have everything you need to get started off on the right foot after your rebrand – I would love to be your first port of call. Because AI is great for some things – but it’s not great (yet) for this!