We used to spend a long time refining the wording in the materials we produced, moving pixels, searching for the right shades and rhythm, checking readability, and making sure everything aligned with the brand guidelines.
Lately, fully AI-generated materials have been coming into my workflow more and more often: copy, images, and complete layouts. No editing, no adaptation to a specific brand, and all the familiar clichés still in place.
When you start reviewing these materials, it becomes clear that the problem is not limited to individual phrases or visual choices. It is often difficult to tell what actually belongs to the brand. How it speaks, what it considers important, why it looks the way it does, and how it differs from everyone else.
These patterns are easy to recognize for anyone who works with content regularly or simply consumes it every day. As a user, I'm increasingly unwilling to spend my time on this kind of material, so I usually just scroll past it. I suspect this will become a fairly common reaction over time.
At a time when we are already overwhelmed with content and paying closer attention to user interest, more and more unedited AI content is making its way into brand communication.
I think this could quickly become a serious problem for marketing teams. Unedited AI output leaves almost no room for a brand’s own visual language, voice, or recognizability.