Graphic design student Maria Gallagher stores a collection of AI-generated ads on her phone that appear on her Facebook feed. She does this not for inspiration but to highlight the distinguishable features of AI-created posts. According to Gallagher, these advertisements often share common characteristics such as unconventional fonts and random elements to fill space.
Gallagher, a final-year student at Fanshawe College in London, Ont., has observed a significant increase in AI-generated graphic design in recent years. Despite this trend, she and other young graphic artists are not concerned about AI dominating the industry. They believe that consumers will lose interest in marketing that appears “untrustworthy.”
Hunter Zilinek, another graphic design student from Sarnia, Ont., expressed skepticism about businesses that heavily rely on AI for promotion, suggesting that shortcuts like these may impact consumer trust. Zilinek recounted a recent experience at a night market where he noticed that most vendors utilized AI-generated marketing materials, leading him to question the credibility of their offerings.
Students at Fanshawe College have identified common design elements in AI-generated ads, including overcrowded layouts, lack of a central focal point, ineffective color schemes, and unnatural-looking photos. They argue that these designs lack the intentional and thoughtful approach that trained designers typically employ.
Gulnaz Yekpinova, a classmate of Gallagher, criticized AI-generated posters for disregarding fundamental design principles taught to artists. She highlighted a perceived absence of hierarchy in these posters, resulting in what she referred to as “slop.”
According to Fanshawe’s graphic design program coordinator, Nicola McCrave, the saturation of AI-generated advertisements may lead consumers to become more discerning and eventually recognize when content is AI-produced. McCrave emphasized the importance of human creativity in cutting through the homogeneity of AI marketing, emphasizing the unique emotional and cultural insights that human designers bring to their work.
While acknowledging the potential of AI as a tool, McCrave underscored the limitations of AI in understanding emotions, empathy, and cultural nuances. She believes that teaching students to leverage AI as a research tool alongside critical thinking skills is essential for their development. Students like Jessica Lyver have embraced AI as a research aid in their graphic design projects, viewing it as a complement rather than a competitor to human creativity.
Despite utilizing AI in their work, students like Lyver and Gallagher still value the authenticity and human touch that traditional graphic designers bring to their creations. They believe that an overreliance on AI in marketing may erode trust with consumers who prefer designs crafted by human hands.