The use of AI in digital marketing becomes widespread, eliminating competitive advantages for companies

There is no denying that artificial intelligence has arrived with everything in digital marketing. There are posts, photos and even logos being developed 100% by the new tool, and the question that remains is: is this good or bad for companies?

In the design part, the art director of Kakoi Comunicação, Dieiniffer Busch, draws attention to the repercussions on the use of the tool. In addition to ethical issues, such as the recent trend that used the creation of Ghibli studios, there are also practical questions:

“When design is completely supported in AI, there are many things that need to be taken into account. In the case of trademarks, there is the issue of registration; the INPI has strong restrictions regarding the use of ready-to-record elements. It's not impossible, but very difficult. Another point is the result itself. when everyone does the same thing, the difference disappears”, explains Busch.

In the designer's view, even if they are different from each other, IAS such as GPT, Gemini, Firefly and others feed on the same bases, that is, previous creations. So, the trend is that, in the long run, publications will become increasingly dependent on ads to reach the target audience:

“ The question is not to use it or not. The tool exists, makes the work easier and will certainly be used. The discussion is: to what extent is it worth completely abandoning human creation in the name of an economy? Cheap can be expensive very quickly”, he concludes.

According to the expert, the rational use of AIs can increase the work of designers and make smaller companies have access to media that were previously restricted to large accounts on account of the budget.

Recently, a private school in Curitiba became the subject of controversy and internet memes for having used AI to take the image of a child on the billboard. With disproportionate hands, the repercussion yielded more problems than enrollment for the school and can serve as a lesson for other companies.