The visual marketing and graphic design world is constantly evolving, and the tools we use to communicate visually are no exception. One of the most profound developments in recent years has been the rise of AI-generated images. Although they are controversial among some agencies and are still not universally accepted by businesses or their customers, these computer-created artworks are opening doors to creativity and efficiency that once seemed impossible. However, incorporating AI imagery into your marketing strategy doesn’t come without its challenges, and it’s important for businesses to weigh the advantages and potential shortcomings before using AI images in their campaigns.
This article explores the pros and cons of using AI-generated images in marketing. By examining both sides of the debate, we aim to provide small business owners with insights on how to leverage this technology effectively.
AI-powered tools give marketers the ability to generate visuals in virtually any style, mood, or theme—without the need for traditional design expertise, costly software, and cumbersome studio equipment. The technology allows clients to see their ideas translated into reality, whether inspired by abstract art, photorealism, or something entirely unique.
For example, in a recent West End restaurant installation we worked on, a vibrant AI-generated image was printed and fitted as a main feature of the space. The client needed a futuristic, immersive design that reflected their brand ethos, and AI design software provided a tailored solution with unmatched speed and precision. The result—a glossy red and green-themed environment featuring bespoke artwork—perfectly capturing the desired aesthetic.
Hiring skilled designers for custom artwork can be expensive, especially for small bars and venues operating on tight budgets. AI tools minimise costs by accelerating the creative process, reducing revisions, and eliminating labour-intensive tasks. It’s important to note that AI doesn’t replace the need to work with creative professionals entirely, but it can supplement their efforts to produce impactful visuals more efficiently. For business owners, this means high-quality marketing materials can be created without depleting resources—particularly useful for one-time campaigns or smaller-scale projects.
AI graphics are generated at lightning speed compared to human creators. Need a concept visualised within hours instead of weeks? AI can make it happen. This capability enables businesses to remain agile, responding quickly to emerging trends or seasonal opportunities. For instance, with just a prompt describing the client’s vision (such as “futuristic design with geometric elements”), software can render an image that meets their specifications almost instantly. This efficiency is a game-changer, particularly in fast-paced industries like retail and tourism.
AI allows businesses to experiment with endless variations, tweaking designs until they find the perfect look. Once created, these images can be scaled up or down in size without losing quality, making them suitable for everything from high-resolution wall-scale posters to social media thumbnails.
Returning to the West End restaurant project, the AI-generated image maintained its sharpness even when printed on a large scale, thanks to advanced upscaling software. This ensured that every detail was crisp and impressive, reinforcing the brand’s premium feel.
The concerns around the use of AI visuals in marketing cannot be dismissed. While AI software is undoubtedly powerful, its efficiency raises ethical and practical concerns about the impact on human designers. Many professional artists and illustrators fear that AI tools may reduce demand for their skills, especially for businesses prioritising budget over bespoke creativity. Collaborative solutions are possible, such as pairing AI-generated drafts with designer enhancements. However, businesses must carefully balance cost-saving benefits with the need to support the creative industry.
AI excels at following instructions but can lack the nuanced understanding and emotional depth of human creators. Automated systems may generate images that are technically excellent but fail to capture the heart of a brand or message. For example, while the AI-created artwork for the west end restaurant was fun and visually stunning, it still required human oversight to refine the overall look and align it with the venue’s core identity. Without this collaborative approach, AI images run the risk of being visually impressive but conceptually hollow.
AI tools often learn by analysing existing artworks (training data), raising questions about intellectual property. Who truly owns an AI-generated image, and how much of it is influenced by someone else’s work? These concerns are critical for businesses wanting to avoid legal disputes or reputational harm. Before using AI-generated content, businesses are encouraged to verify that their tools comply with copyright laws and attribute sources accurately where necessary, and to work with an experienced design agency if unsure.
Although AI tools are versatile, they don’t always excel in every medium. For example, creating intricate illustrations for highly niche industries may still require skilled graphic design professionals. AI-generated images may be best suited for broad design needs rather than the hyper-specific artwork sometimes demanded by complex, multitier marketing campaigns.
Depending too heavily on AI graphics could stifle originality or hinder creativity in the long run. Businesses that bypass human collaboration entirely may miss out on unique perspectives, personal touches, and unconventional ideas—things AI doesn’t naturally provide.
To maintain balance, companies should see AI as an enhancer rather than a replacement for traditional marketing processes. For example, some businesses and their partners use AI as a starting point, using generative tools to draft image concepts or layouts, before refining these ideas manually with a professional design input. This hybrid approach ensures efficiency without sacrificing originality.
It’s also important to maintain a focus on creating visuals that resonate with your specific market and campaign, rather than relying too heavily on generic outputs. When the technology’s precision is combined with human creativity, AI offers the flexibility to adapt designs to specific demographics or stylistic preferences, helping brands stand out.
Looking forward to the coming years, AI graphic design technology is poised to expand what is possible in visual marketing. To discover the possibilities for yourself while injecting full relevance and emotional resonance into your campaign materials, please contact one of the specialists at MTA Digital today by clicking here to request a quote.
Image source: Canva