ai is not the enemy
TOOL OR THREAT? (SPOILER: IT’S A TOOL)
Let’s talk about something that’s been the talk of the town among all creatives. Some people hear "AI" and instantly picture robots taking over their jobs, designing logos in 0.2 seconds, and writing emails while they’re still sipping their morning coffee. Here’s the thing—AI isn’t here to replace your creativity. It’s here to enhance it. Working in the world of branding, content creation, and marketing strategy, I see AI as my power tool—not my threat. Think less robot takeover, more creative sidekick that never has a creative block.
A CREATIVE MULTIPLIER
Here’s the real magic: when used intentionally, AI can take all the busy work off your plate so you can allocate more of your time to your tasks that will need a heavier lift. It’s not about letting a machine replace your creativity—it’s about letting it fuel it. Like a good assistant that never asks for a lunch break. This industry is very fast paced and requires an exceptional attention to detail. One over-looked typo means someone in your audience potentially catching it, and although it’s not the biggest deal, it could have been avoided. It is a great tool for these minor clean ups and tasks.
Need quick headline ideas? Ask AI.
Want to generate caption drafts? Ask AI.
Looking to sort through SEO data or audience insights? Ask AI.
DON’T ABUSE IT
The problem isn’t AI itself—it’s when people start treating it like a replacement for actual strategy or style. When brands rely on AI to do all the thinking, writing, and designing for them, the results feel robotic. You can tell when something was churned out with no human touch. There is more likely to be inconsistencies in brand voice and visuals. There’s no genuine human thought, and definitely no brand identity. The other problem is expecting AI to replace your true knowledge. For example, if you don’t know how to design an application interface from start to finish, don’t promise a paying client you can do that if you are planning to use AI to create the whole thing. It can certainly help you and teach you some tips, but if it is not in your skill set then it is not in your skill set (and that’s okay!). You can run into trouble later on if put on the spot or need to make some intricate edits that AI can’t help with.
COLLABORATE
Great marketing and/or design doesn’t just follow a strict formula. It should have real feeling behind it, which is where you come in. Your brain, your intuition, your ability to connect dots that no algorithm could predict.
AI drafts a layout → you finesse the hierarchy and brand voice
AI generates 10 ad lines → you pick the two that resonate, remix them, and make them yours
AI suggests trends → you decide if they’re on-brand or not
You’re the art director. AI’s just your assistant throwing some ideas out there. We’re not in a “man vs. machine” moment—we’re in a “how can we work smarter?” moment. Instead of fearing AI, we should be figuring out how to use it in ways that enhance our creativity, not erase it. In marketing, time is everything. Ideas are everything. AI helps us save the first and multiply the second. Regardless of how you feel about AI, it is not going to go anywhere. It will only get smarter. I suggest learning to use it to help you so you don’t get left behind as the world progresses and continues to use AI in the workplace. It will not steal your job away, but will definitely help make it easier. Interested in hearing more about how I use AI as a tool when designing? Feel free to reach out, let’s chat!
