Ok, Fans of Plans, this has become a bit of a soap box moment for me and my buddies working in communication. So please bear with and let me have a little moment...

AI has become a fantastic tool for businesses. From drafting copy and generating ideas to creating eye-catching posters, it can save time and help us bring our communications to life.

But there’s a growing problem: AI-generated posters are starting to look… well, a bit samey.

You know the look. Those cartoonified  busy graphics, the impossibly happy team standing around a laptop, the perfectly arranged office, the slightly too-perfect handshake, or the collection of diverse colleagues who look like they’ve never actually worked together! AI imagery can be impressive, but when everyone is using similar prompts and styles, it becomes increasingly difficult to stand out. And that matters, both internally and externally.

Your brand is more than a logo

Your company branding is an important part of your brand identity. It helps people recognise you, understand who you are and, importantly, decide whether they trust you.

When AI-generated imagery doesn’t fit your established colours, style, tone or visual identity, it can start to dilute that brand. Use enough inconsistent imagery and your communications can begin to look like they belong to several different organisations.

Worse still, if an image looks obviously artificial, it can undermine credibility. Customers, clients and colleagues are increasingly savvy about AI. If something feels generic or inauthentic, they may question the message behind it too.

AI is the tool, not the finished product

This doesn’t mean we should stop using AI. Far from it. It can be incredibly useful for creating concepts, exploring ideas and producing visuals quickly.

But perhaps we need to take a step back before hitting publish.

Look at your poster through the eyes of the intended audience. Would this make you stop and read it? Does it feel like your organisation? Does it look credible? Does it communicate the right message?

Sometimes, the best result might be an AI-generated starting point that is then adapted by someone who understands your brand and your audience.

AI can help us create. But people still need to decide what is worth creating.

The most effective communications will always combine the speed and creativity of AI with something AI can’t replicate quite so easily: genuine understanding of your people, your customers and your brand.

 

PS - If you are keen for some individual wellbeing tips to complement this Working Well life, check our Being Yourself Series with Make Me A Plan's Performance Planner, Gemma Mullinger. You can read the latest edition here: WHAT BRINGS YOU JOY? - Make Me A Plan