By: Olive Varvel

In part one of this series, we looked at the balancing act that local businesses face every day: juggling artist craftsmanship with almost instantaneous content creation. Small business owners discussed the convenience of AI, while graphic designers explored its impact on creativity, employment, and brand identity. But there is another side to the conversation: the people actually seeing these marketing efforts.

As businesses increasingly turn to AI to create content, how does that influence the way customers perceive them? For some consumers, the difference between human-created and AI-generated advertising is immediately noticeable.

Senior Rebecca Cyphers said that common characteristics of AI-generated graphics, including childish illustrations and crowded layouts, often make them easy to recognize. “An AI-generated image catches my eye first because of how blatantly ugly they typically are,” Cyphers said. “Not only visually, but because of the principal fact that it’s lazy.”

Beyond the appearance of an advertisement, Cyphers believes that the use of AI can influence how consumers view business as a whole. “If I notice a business using AI graphics, it’s an immediate turn off. It shows they’re not willing to put effort into advertising towards customers, and makes me question the effort and care they put into their products or services.”

The concern is also reflected in research shared by graphic designer and Bellbrook grad Sara Labensky, who works on the brand marketing team at Reynolds and Reynolds. According to studies shared during an internal company presentation, 55% of people feel uncomfortable on websites that rely heavily on AI, while 49% of U.S. adults view AI in advertising negatively.

Labensky believes that maintaining a human role in the creative process is important for building trust with an audience. “That process allows us to create materials that feel thoughtful, intentional, and authentic to our audience and customers,” Labensky said.

Ultimately, consumers notice the effort behind a brand, and for Cyphers, that effort makes all the difference. “Nothing is more attractive than effort, and AI is the laziest way to save time,” Cyphers said.