Beth
21 Jan 2026
AI is transforming the creative world at an immense speed. It’s powerful, efficient, and (when used well) an incredible tool for many businesses to utilise.
But, I (and I think many others) have noticed, there’s a growing problem: many brands are relying so heavily on AI‑generated imagery that they’re unintentionally breaking-down the very things they’re trying to build: trust, connection, and identity.
So, let’s talk about why completely relying on AI visuals can quietly sabotage your brand, and what you can do instead.
Firstly, people trust people…
At the heart of every strong brand is a relationship. And relationships are built on human connection.
People instinctively trust what feels real. They want to see the faces behind the business, the hands that make products or the team that delivers a service (for example, 2025’s marketing trend of putting the ceo/ founders front and center to draw customers in and build rapport). When everything on your website or social feed looks like it came from an AI generator, that connection is very quickly lost.
AI imagery often has that “too perfect” vibe - flawless lighting, symmetrical features, unrealistically polished environments etc. It may be visually impressive, but comes across emotionally hollow. Viewers can sense when something feels manufactured, or something looks slightly ‘off’, and that subtle disconnect can make your brand feel distant, generic, or even deceptive. Can you trust that a brand is even real if you can’t see the true face or products?
Secondly, AI should assist your creative process- not replace…
AI can be a great assistive tool to speed up brainstorming, help visualise concepts, generate moodboards etc…
But it should never be the entire creative process (in my opinion).
When AI becomes the only creator, a brand loses its authenticity. It loses the quirks, the emotional intelligence, and the lived experience that only we can bring to the table. AI can remix what already exists, but it can’t tell your story, your values, or your unique perspective.
As a creative I get bored when I see a completely AI generated image or video (after the initial shock of seeing one). It doesn’t speak to me as a customer and won’t convert me to become a client. And I know a lot of people feel the same way. It instantly screams “SCAM” (and yes, I am talking about the more established brands too) and implies the complete lack of appreciation of what a creative team can bring to the drawing board.
I understand that the draw to AI is tempting to ‘save costs’. However there will always be a creative out there that believes in your vision and will want to help you make it a reality in your budget. Visual assets should scream “I’m proud of what I’ve created and I want more people to be a part of my story.”.
Thirdly, over‑reliance on AI makes a brand look like everyone else…
Here’s one uncomfortable truth: AI imagery looks the same.The number of professional AI marketing agencies that use software to generate models are missing one thing… all the models' smiles look the same (again- in my opinion). And that’s just at a first glance. When you really stop to look at this new-gen of AI commercial ‘imagery’ the aesthetics may be different now to last year, and the models might look more realistic, but the movements and small facial expressions still all look the same!
No-one smiles the same, winks the same, glares the same, pouts the same, and that's the beauty of working with real models to showcase a brand.
One thing I LOVE about working on photoshoots is how you can come with a concept, fully fledged, but when you’re there in the moment, this gets tweaked, that gets swapped out, a different suggestion gets bought to the table that you would have never thought about until you’re in the moment and fully immersed in creativity. That's when real magic happens.
IMHO
Look, I’m not saying that AI is the enemy. It’s an exciting tool for the modern world to use. But when businesses rely on it entirely for their imagery, they risk stripping away the authenticity, trust, and originality that makes a brand truly exciting.
Use AI to enhance your creativity, not replace it. Invest in real creativity to make your brand live and breathe.
I think a lot of the bigger brands have a lot to answer for. When Vogue published an AI generated campaign for a luxury designer brand last year I thought… well, fuck. Vogue holds such power in the fashion industry and to publish AI generated images basically gives the go ahead for everyone to do it too. And it will be us that are trying to fight our way up that will reap the consequences.
Brands need to realise that, yes, AI cuts costs. You’re able to generate visuals at the tap of some keys and a loading symbol. But when you’re lazy with campaigning for your products, you allow your clients to be lazy in their love for your story. Clients and consumers buy from brands they identify with. How can brands trust their consumers to be loyal to them when they’re literally discluding us from their identity? It’s a two way street.
I’m always open to hearing other opinions, and this is mine.
Have something to add or discuss, drop me a message on IG!