I’m often asked about the role AI plays in reshaping how brands engage with their audiences. In the creative space, it sparks excitement and concern in equal measure, especially as consumers grow more aware of the technology behind the visuals they interact with daily.
One of the most common concerns is how consumers can distinguish between AI-generated visuals and those created in a conventional studio. It should be seen as an opportunity to be transparent, rather than a challenge. When crafted with intention, AI-generated content enhances storytelling by unlocking creative possibilities that might otherwise be constrained by time, budget or logistical limits.
Transparency is the key – labels, disclosures, or behind-the-scenes content showcasing AI’s role in creation can help build trust and highlight how this technology is a tool, not a replacement for creativity.
The power of personalisation
The idea of AI-driven visuals may evoke scepticism amongst consumers, but when the content resonates emotionally or provides value, its origin may matter less. Brands that can lean into the potential of AI to deliver hyper-relevant, engaging experiences often see an increase in consumer connection.
Personalised content is one example of where AI shines brightest. Imagine a retail experience where every consumer sees visuals tailored to their preferences, location, or browsing history. AI can dynamically create these experiences, making the shopping journey feel more relevant and, ultimately, driving sales. A recent report from McKinsey highlights that personalisation powered by AI can increase marketing ROI by 30%.
We work closely with brands to utilise this capability while maintaining their unique identity, ensuring that personalisation doesn’t come at the cost of brand integrity. Our own data has shown us that AI-driven personalised content achieved a 25% higher engagement rate compared to generic content. Balancing conventional and AI-generated content ensures that personalisation enhances the consumer experience while maintaining brand integrity.
Preserving uniqueness and authenticity
The question should never be about choosing between conventional and AI-generated content, but instead about finding the right balance. Conventional methods bring authenticity and the human touch that remains is irreplaceable. AI, on the other hand, offers speed, scalability and personalisation. The most effective strategies combine both, blending the efficiency of AI with the creative depth and expertise of traditional skills and expertise to create content that resonates with diverse audiences.
One of the biggest fears is that brands will lose their uniqueness and authenticity in a sea of AI-generated visuals. This is where collaboration is crucial. We work hard to ensure that every project involving AI begins with a deep understanding of a brand’s essence, values and visual identity. By weaving these elements into every piece of content, we help brands stand out while embracing the efficiencies and possibilities that AI brings. AI isn’t about replacing what makes a brand special, it’s about amplifying it.
Transforming creativity
AI in creative production is a transformative tool. It’s not a shortcut or a replacement for the conventional. By addressing consumer concerns head-on and embracing a thoughtful, balanced approach, we can harness the best of what AI has to offer while staying true to the principles that make each brand – and each consumer – unique. The future of AI in content creation isn’t just about innovation, it’s about trust, authenticity, and impact. As creatives, we are committed to helping brands navigate this space responsibly, transparently, and creatively.
Paul Harrison
Paul Harrison is Creative Innovation Manager at THG Studios.
