AI short cuts are everywhere, possibly it’s saving you time in a few places (or you feel like it should be), but I’m baffled as to why businesses are so freely using it for their branding and marketing.

Great branding is there to make you feel something by defining who you are and what you stand for. Marketing is how you share that story with the world through persuasion. Each touchpoint with a customer is showcasing what makes you different from your competitors. When done right it creates connection, shows authenticity and value – ultimately leading to a loyal community. AI marketing is doing the exact opposite of all of that. AI is doing you no favours by making you blend in. When you cut corners you are looking the same – the same as everyone in your industry – the same as everyone in ALL industries. Looking the same is equivalent to being invisible. Why would you want that? 

When has a customer chosen a business because they said “Thank goodness this company put as little time and effort into earning my business as possible.” We all want to feel important and like you want our business bad enough that you are willing to earn it by putting your case forward. 

I understand that the argument for AI in marketing is that it saves you money so that you can put your time and effort into other things. However, if your customers can see and feel the AI, it signals a lack of care or brand recognition and personality. 

Instead, think of using AI behind the scenes to brainstorm, summarize and plan what your steps could be. Take that information and thoughtfully filter it, ensure it is based on the detailed, deep and curated brand that you have created. Ensure your unique and specific voice, tone, story, graphics and perspective are weaved throughout. 

Using AI graphics for your brand recognition feels like a race to the bottom. Rather than changing minds and persuading potential customers to come your way, it is driving apathy. Apathy is the antithesis of great branding and marketing – no one strives to have customers that are indifferent or lack motivation. 

The ultimate goal is to position yourself as the expert, adding something unique to the lives of your customers by taking them on a journey that inspires them to act. Is your advertising doing that for you?