The real reason I don't use AI to design your brand

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I have written previously about why generative AI shouldn’t replace your designer, but in case you missed it let’s recap.

What is Generative AI?

AI is artificial intelligence, it refers to machines, typically computers, that can perform tasks that usually require human intelligence.

When I talk about generative AI I am referring to programs such as Canva’s Magic Media, MidJourney, Dall-E, Adobe Firefly and ChatGPT whereby images are created by computers from a human-written prompt. This could be anything from the brand identity of your business to simple imagery or icons used to support it.

“Generative AI uses neural networks, computer systems modelled on the human brain, to look for patterns in existing data. It can then use these patterns to create new content.” Dr Dharini Balasubramaniam, Why AI?

Issues with using AI to design your brand

In Why generative AI shouldn’t replace your designer, we concluded that the main issues with using generative AI when designing a brand are that it is not original, it is not distinctive and it cannot be trademarked. When using a limited pool of information from which the program draws its inspiration, the ideas and creativity will be limited - this leads to clichéd and unoriginal ideas. And they are unethical too if the idea has been taken from someone else. Essentially if you are using it, you need to be a brand expert to be able to know what you are doing in order to asses whether or not it has done a good job.

But despite the issues, brand experts and designers in the industry are embracing AI within their design process. Essentially, they are using AI to streamline processes and do more in less time - all while not compromising on the quality of the final outcome.

How the design industry is embracing AI

As a sounding board

AI programmes can be used as a sounding board. Whilst many designers work remotely and alone - AI can be used to further generate and test concept ideas, or to evaluate work in the absence of other design colleagues.

For visualisation

With private AI subscriptions, confidentiality is no longer an issue. This allows designers to use AI to generate visuals of their design ideas quickly rather than using an expensive visualiser - this can really bring to life an early concept without spending lots of time and money on it.

To write the copy

AI is capable of providing copy, whether it is a brand manifesto or a piece of supporting copy within a design. Ultimately I think a copy writer should be used to finalise the copy but when a design is in its early stages, it helps to have a few words in there to carve out brand territories and support concepts. This is something that can then help brief the copywriter at a later stage.

For admin

AI can be used for the admin side of the design business. Using automated systems for onboarding clients, invoicing and managing the workload can help streamline the workflow of the business allowing people to spend time on other things - like designing!

In many ways from what I can see, AI can help design agencies by making processes faster and more efficient - it can take on many of the tasks we don’t want to do.

But in my business, I don’t use AI and this is why

I want to do the fun bit

Design for me has always been pencil to paper. I sketch, I scribble, I annotate - I cut, collage and paste. Ideas come from unexpected places, and somehow having a pencil in the hand is the perfect way to channel it. The shapes drawn are more intuitive - you have greater control than if you are on a computer or prompting a generative AI programme - it all just flows better.

Designing is also a way to achieve and enjoy a flow state of mind and like many things its the process rather than the final result from which you get the most enjoyment. When creating a brand, it is the initial ideas stage that I find most enjoyable, so I don’t want to give that over to someone or something else.

I don’t want to miss the connection

Onboarding clients automatically may seem more time efficient, but in sending an email over with a few preconceived questions we are missing the opportunity to connect and discover elements of the brief that may have otherwise been missed out with a human to human conversation.

I want to keep learning

I could use generative AI to level up my visuals. I could create them in a quicker way once I have mastered prompting, but in doing so I am not learning how to do it myself. I won’t need to use Photoshop or be able to create brushes or understand lighting and texture if a programme is doing it for me.

I want to write it myself

Despite not being my speciality, writing is one such job AI can do, which I want to do myself. I have always considered one of the benefits of working for myself is that I can decide to do the writing if I feel it is appropriate to do so. I know that having this skill allows me to develop the initial territories with clarity. I don’t need AI to do it.

So whilst I am conscious that AI is changing rapidly and I risk being left behind not using it, I have my reasons for not wanting to. I don’t want it to take away from me the tasks I enjoy. I want to keep and grow my skillset. I want to enjoy working on branding projects and that means I want to do the thinking, the writing as well as the designing, thank you very much.

Never Say Never

This doesn’t mean I won’t ever use AI. As outlined above, big industry players are using AI for time and cost efficiency. One day, I will likely want to use it for the same reasons, but for now, I’m enjoying the design process without it.