By: Olive Varvel
According to the U.S. Census Bureau, around 20% of businesses report using artificial intelligence in their content creation process. That percentage may seem shocking, but it is becoming increasingly popular in the marketing world, giving businesses new ways to create graphics, develop ideas and promote their services. While AI can make the creative process faster and more affordable, its growing role also raises questions about creativity and the future of professional graphic design.
For small business owners, AI can offer another resource when time and money are limited. However, its role in marketing can look different depending on the business owner. Jami Thompson, a local barber who runs three businesses, uses AI occasionally as a resource rather than his primary way of creating content.
“Honestly, I don’t use AI to create most of my graphics,” Thompson said. “I do the majority of designs myself because I enjoy being creative and making sure everything fits my brand.”
Although he prefers creating his own designs, he explained that AI can be useful when he is short on time or needs inspiration. “I have used AI when I’m in a pinch or when I’m completely out of ideas,” Thompson said. “Running three businesses keeps me busy, and marketing is something that takes a lot of time and creativity.”
He also sees AI as a resource for small businesses that may not have the budget to hire a professional graphic designer. “I don’t think AI replaces creativity or the personal touch that comes from knowing your own business and brand,” Thompson said. “Your business still needs its own personality and identity, especially when you’re a local business trying to build relationships with your community.”
While AI offers business owners another way to approach marketing, professional graphic designers bring a different perspective to the conversation.
Sara Labensky, a 2019 Bellbrook alum and a graphic designer for Reynolds and Reynolds, details how the graphic design industry has changed due to the influx of AI in marketing roles. “Designers working in advertising, illustration, and photography are competing with the output of widely available generative AI tools that quickly create prompted images with instant revisions,” Labensky said. “AI can produce something quickly without the expense of hiring a designer. The trade-off is that AI doesn’t necessarily understand a business, its audience, or its long-term brand strategy the way that a professional designer can.”
Despite these challenges, Labensky believes that AI can have a place in the creative process when used intentionally. At Reynolds and Reynolds, AI may help the content team brainstorm ideas, but the final materials prioritize brand consistency and human design.
