AI cannot take our jobs

Yes, we’re biased, of course. However, we’ve done some thinking!

Artificial Intelligence is no longer a futuristic concept – it’s a present-day tool reshaping industries across the board, and branding is no exception. From data-led insights to automated design generation, AI is undeniably influencing how brands are built, communicated, and perceived. But as powerful as these tools are, they come with limitations, especially when it comes to something as inherently human as brand identity.

To put the theory to the test, we asked our good friend ChatGPT to put together this article. It took three attempts to get the right sort of content out, we’ve edited it numerous times and we even worked with an AI pro to look at our input about the article. In short, the article you see is not really what came out of ChatGPT and is, in fact, a heavily edited and rewritten version.

Why? Well, quite frankly it lacked the human approach – which, ironically, is a core aspect of what we are exploring here.

Let’s dive into the key areas where AI is impacting the landscape of brand identity and design, balancing the benefits with the cautionary considerations.

1. AI as a Strategic Foundation for Brand Development

One of the most powerful applications of AI in branding is in the discovery and strategy phase. Here, we are using AI to its full potential data scraping. Platforms that harness AI can quickly analyse vast amounts of data – consumer behaviours, market trends, competitive landscapes, and distill them into digestible insights. These insights allow brand consultants and agencies to walk into workshops with a much deeper foundation of understanding.

AI-driven tools can surface patterns that would take a team days or weeks to identify. This allows agencies to better shape brand personality, positioning, tone of voice, and strategic direction based on real-time, data-backed knowledge.

Rather than replacing human strategists, this approach empowers them. It streamlines research, sharpens focus, and offers a detailed launchpad for the creative process. When used thoughtfully, AI helps align internal stakeholders by grounding early decisions in insight, not assumption. It goes without saying though, without the carefully crafted inputs into AI, the outputs wont always be as lucrative as they should be, ultimately, swinging the end deliverable.

2. The Emotional Blind Spot: What AI Still Can’t Do

While AI is an asset in many ways, it has significant blind spots; most notably when it comes to emotion.

Some organisations fall into the trap of believing that AI can define a brand’s character in its entirety. They may generate logos, messaging frameworks, or even full brand books based on a few inputs. But brand identity is more than a synthesis of data points – it’s a reflection of people, purpose, culture, and connection. These are things AI cannot fully comprehend, let alone replicate.

Emotional intelligence is still a uniquely human trait; and in our eyes, always will be (until they plant computers into our brains – even then, we’re skeptical!) A well-crafted brand needs to resonate on a level that connects with real people. That connection is usually sparked by human stories, lived experiences, team values, and emotional nuance. All of which are elements that rarely surface in raw data alone.

Without the involvement of skilled designers, strategists, and communicators, AI-generated brands risk feeling sterile or generic. The output might look good on paper, but it won’t necessarily feel right and in branding, that feeling is everything. To quote Marty Neuimier “a brand is a customer’s gut feeling about a product, service, or company, and it’s not what you say it is, but what they say it is, essentially a reputation built through their experiences and perceptions.”

3. Design Consistency in the Age of Automation

AI design tools have revolutionised how fast assets can be created. From templates to image generation and even automated layouts, it’s never been easier to produce marketing collateral at scale. Input your brand pack or website link and away you go, right?

Not quite.

We’ve tested the theory and whilst we can say that AI has had a positive impact on our productivity and the speed in which we can work, consistency across platforms and formats still requires a skilled eye. Brand equity is built over time through repeated, recognisable visual cues, but AI often lacks the contextual judgment to maintain that level of cohesion.

A human designer instinctively knows when something is “off” (The team has a nickname for me which is Hawk Eyes. I don’t miss a millimeter!) A shade slightly too bold, a layout that feels unbalanced, a typeface that doesn’t fit the tone. These subtleties make or break brand perception. Even with strict brand guidelines, AI might misinterpret their application, resulting in content that looks fragmented or inconsistent across touchpoints.

Moreover, AI-generated content often needs post-production refinement. It’s a tool that can get you halfway there but that final polish, the alignment with the brand’s emotional essence, still depends on a skilled creative team.

In conclusion: AI as a tool, not a replacement

AI is transforming the branding landscape by speeding up research, inspiring creative ideas, and automating repetitive tasks. But it cannot replace the emotional intelligence, intuition, and creative nuance required to build a meaningful brand.

Great brand identity work is ultimately about connection. It reflects the hearts and minds behind the business and speaks to the hearts and minds of the audience. AI might provide the canvas, but it still takes human hands to create the art.

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