04/16/2026
It's true! AI has its place. There, I said it.
With a turn of a phrase, you can turn your meeting notes into an outline, or find the best days to schedule an entire year's worth of marketing meetings. ChatGPT can even help you figure out the best route to take on your band on tour on the to way to Austin to play for free at a hipster cafe at 2pm at SXSW.
AI models are HUGE time savers for some of this stuff.
I even have colleagues who use it as a starting place as a sketch to hand to me for concepts they want me to visually flesh out. That's valid, and a very QUICK way to communicate general concepts.
AI can work against us, though, when we over-rely on them for public-facing documents and marketing materials. Your ENTIRE BRAND can suffer.
Your brand is the collection of colors, logos, shapes, patterns, typography, tone of voice, and slogans that coalesces to form a system of visual, verbal, and sometimes auditory cues that reflect how your audience feels when they hear your company's name. (Brand is far more touchy-feely than many of you give it credit for.)
According to just one of many studies I've read, 82.1% of Americans are rather adept at spotting AI, and half of those folks (40.4%) have a worse opinion of a brand once they register that brand is heavily reliant on AI prompts to make advertisements, logos, artwork, and merch.
The ease, cost, and speed of AI is precisely why over-reliance on it is a sure-fire way to NOT impress your public. Instead, it communicates is that you either (1) don't care or (2) don't have the time to put consideration into your company's messaging.
People say they like using AI because it's free.
I'd argue that when large percentages of your potential clientele are walking away because they don't trust your AI-laden brand, that you're incurring an ENORMOUS cost, indeed.
It's not worth it, financially, to rely on free, artificially-generated stuff. Your people are seeing right through it, and there's data that proves it.
It can help you make one heck of a grocery list, though! Ask me how I know.