There’s no denying that artificial intelligence has made a big splash in digital marketing. Posts, photos, and even logos are being developed 100% by the new tool, and the lingering question is: is this good or bad for businesses?
Regarding design, KAKOI Comunicação’s Art Director, Dieiniffer Busch, points out the implications of using the tool. Beyond ethical issues, like the recent trend using creations from Studio Ghibli, there are also practical concerns:
“When design relies entirely on AI, many factors need to be considered. For brands, there’s the issue of registration; the INPI has strict restrictions on using pre-made elements for registration. It’s not impossible, but very difficult. Another point is the result itself. When everyone does the same thing, the differentiator disappears,” explains Busch.h.
From the designer’s perspective, even though AI tools like GPT, Gemini, Firefly, and others are distinct, they are all trained on the same bases—meaning, past creations. So, the trend is that, in the long run, publications will become increasingly dependent on ads to reach their target audience:
“The issue isn’t whether to use it or not. The tool exists, it makes work easier, and it will certainly be used. The real discussion is: to what extent is it worth completely abandoning human creativity in the name of cost savings? What’s cheap can quickly become expensive,” she concludes.
According to the expert, rational use of AI can enhance designers’ work and allow smaller companies to access media previously restricted to big accounts due to budget constraints.
Recently, a private school in Curitiba became the target of controversy and internet memes after using AI to create an image of a child on a billboard. With disproportionate hands, the backlash caused more problems than enrollments for the school and may serve as a lesson for other businesses.
