AI has been a hot topic at Notepad recently. Like everyone else, we’ve been adjusting to the impacts of AI for some time, and we hosted a private round table at The Ivy Collection in Birmingham with a bunch of business leaders to address their AI challenges head on. Leading to much debate some fascinating insight around the pace of change.
Artificial intelligence really is changing everything, including how brands present themselves to the world. But while many organisations are eager to integrate AI into their processes, not enough are considering how this impacts the way their brand is perceived.
AI has the power to supercharge your branding efforts – offering faster insights, tailored messaging, and sparking creative ideas. But when misused or misunderstood, it can just as easily make your brand feel robotic, impersonal, and out of touch with the very people you’re trying to connect with.
This blog explores where brands often go wrong with AI, and how to adopt the technology in a way that actually enhances your brand, rather than diluting it.
If you’re curious about how you can elevate your brand you can reach out to our Client Services Director, Juliette Neault, via [email protected]
Branding in the Age of AI: It’s Still About Humans
Just because AI can write your copy, design your website layout, or brainstorm creative campaigns doesn’t mean it should do unchecked. The moment your branding starts sounding like it came from a machine, you’ve lost what matters most. Authenticity.
AI should be a tool that amplifies your human voice, instead of trying to replace it.
One of the biggest pitfalls is allowing AI to dictate your tone, messaging, or visuals without critical human input. Whilst you may generate comms or brand statements that are grammatically perfect and technically accurate… they may also be completely forgettable.
You want a brand that feels human. That means keeping your values, your personality, and your unique point of view front and centre. Always remembering the point of what you are trying to say, linking it to the foundations of your brand and presenting it in ways that engage audiences through your use of language.
🔴 Example: When AI takes over
“Welcome to our innovative platform leveraging AI-driven solutions to streamline operational efficiency across verticals.”
Any of that go in? You’d probably need to read it 3 times before it makes full sense. And we’d get seriously bored if a whole brand spoke like that.
✅ Better approach:
“Your financial future is our priority. Whether you’re saving for your first home or planning for retirement, we provide tailored solutions to help you achieve your goals.”
The second line feels like someone’s talking to you, not just reading out some terms and conditions document. It’s that subtle shift that just makes the message land. Always think about why people should care, rather than just trying to summarise information.
Visuals that Connect, Not Compute
Just as with language, visuals powered by AI can be incredibly helpful – generating layouts, enhancing images, or creating dynamic experiences. But too often, AI-generated visuals feel just that… generated. Shocking, we know.
You’ve probably seen the signs – slightly uncanny people (sometimes with extra body parts when you look closely), generic office scenes, and a sea of techy gradients. These assets may look slick, but they don’t connect on a human level.
To get AI visuals right, intentionality is everything. Start by using AI as a collaborator, not the creative director. Think of it as a starting point, not the final product. Ensure the imagery you use aligns with your brand’s tone and audience. Swap cold, corporate stock for warm, relatable scenes. If you’re featuring people, aim for natural, candid moments that feel real (and always double-check for those AI-generated extra fingers too). Also use your brand colours and textures to ground the visual style and keep it cohesive.
Don’t Let Data Drown the Story
One of the most exciting applications of AI in branding is its ability to deliver insights from what your audience is clicking on and how they interact with your site, to what language converts best.
But don’t let the numbers override the narrative.
Great branding isn’t just about optimisation, it’s about meaning. If you’re only making changes because your AI overlords told you to, you risk losing the deeper connection that makes people care in the first place.
Let AI show you the patterns. Then use human intuition and a validation process to decide what matters most.
Putting AI to Work With Your Brand, Not Against It
To make AI truly work for your brand:
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Audit your contentDoes it still sound like you? Or has it become too polished, too passive, or too generic?
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Refine your visualsAre AI-generated elements reinforcing your brand personality? Or creating distance?
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Use AI for efficiency, not identityLet it handle the busywork, while you stay focused on the emotional connection your brand creates.
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The Bottom Line
AI isn’t inherently good or bad for branding. It’s a tool, and like any tool, the outcome depends on how you use it. Brands that blindly adopt AI for speed and cost savings will end up feeling hollow. Those that use it to enhance empathy, streamline storytelling, and reflect real human needs? They’ll be the ones who stand out.
Because even in the age of AI, branding is still a conversation between people, and the ultimate goal is to resonate and stick in the minds of your audiences, and whilst the machines are improving at an incredible rate, they’ve not quite replaced the human mind just yet!
Need a world-class brand identity system created for your business in less than a month? You can find out more about our tried and tested brand sprint process below, and see how you can push your business to new levels.
