There is no denying that artificial intelligence has arrived in full force 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 section, KAKOI Comunicação's Art Director, Dieiniffer Busch, draws attention to the repercussions of using the tool. In addition to ethical issues, such as the recent trend that used the creation of Studio Ghibli, there are also practical issues:
"When design is fully supported by AI, there are many things that need to be taken into account. In the case of brands, there is the issue of registration; INPI has strict restrictions regarding the use of ready-made elements for registration. It's not impossible, but quite difficult. Another point is the result itself. When everyone does the same thing, the differentiation disappears," explains Busch.
From the designer's perspective, although they are distinct from each other, AIs like GPT, Gemini, Firefly, and others feed on the same foundations, that is, previous creations. So, the trend is that, in the long term, publications will become increasingly dependent on ads to reach the target audience:
"The question is not whether to use it or not. The tool exists, it makes the work easier, and it will definitely be used. The discussion is: to what extent is it worth abandoning human creation entirely in the name of an economy? The cheap option can become very costly very quickly," he concludes.
According to the specialist, the rational use of AIs can increase the work of designers and enable smaller companies to access media that was previously restricted to large accounts due to budget constraints.
Recently, a private school in Curitiba became the subject of controversy and memes on the internet for using AI to create the image of a child on a billboard. With disproportionate hands, the backlash caused more problems than school enrollments and can serve as a lesson for other companies.
