AI is a Tool, Not the Idea
AI is opening new creative possibilities in marketing and design. The challenge now isn’t whether to use it, but how to use it responsibly and effectively.
AI has become impossible to ignore in design. According to a 2023 Adobe survey, over 75% of creative professionals are already using or exploring AI tools in their work (Adobe Future of Creativity Report, 2023). That's not a niche trend anymore, it's the industry standard. If you're not engaging with it, you're at risk of getting left behind. But using it doesn't mean using it carelessly or too frequently.
There's value in AI, especially for smaller brands, which is why we utilise it at TMC, where we specialise in SMEs, challenger brands and startups. Visuals that would have been impossible to create or too expensive just years ago are now within reach. A CGI campaign that would've needed a huge budget? We can explore those concepts now.
Smaller brands can compete visually. Budget constraints don't have to mean creative compromises. You're not limiting yourself to what you can afford, you're limited only by your imagination and how well you can direct the tools available to you.
AI Isn’t a Shortcut
Being able to direct AI well is a huge part of it. AI needs very well-crafted direction and often gives you rough material. I learned this on our launch campaign for Love Sum Dumplings’ arrival into Sainsbury’s, where we needed giant dumplings falling from the sky. We created the before and after images in Photoshop, created reference images to guide it, then handed the animation to AI. Even that single element took a lot of work. The prompts had to be incredibly specific.
Love Sum Dumplings Social Media Campaign for their launch into Sainsbury’s
That's the thing about AI, It's not faster, It's just a different process. For good results every prompt needs crafting. You need reference materials. You need to understand exactly what you want before you ask for it. And it will still probably take multiple attempts.
Here are 5 top tips for those who want to improve their prompts:
1. Be specific about the outcome
Avoid vague prompts like “make this look better.” Instead describe exactly what you want to see: the subject, setting, style, colours, and format. The clearer the instruction, the better the result.
2. Provide context and constraints
Tell the AI what the content is for. Is it for Instagram? A website banner? A LinkedIn graphic? Include brand tone, audience, and any restrictions so the output aligns with the brief.
3. Use reference points
Examples help massively. This could be visual references, similar campaigns, design styles, or even a rough mock-up. The closer the reference, the closer the result.
4. Build prompts in layers
Start with a base prompt and refine it step by step. Adjust elements like composition, tone, lighting, or wording until it moves closer to the vision. Prompting is an iterative process.
5. Treat AI like a collaborator, not a solution
AI can accelerate parts of the process, but it still needs creative direction. The best results happen when you combine your own expertise with the tool rather than expecting it to do the thinking for you.
Ethics, Impact and Industry Backlash
We can’t ignore the ethics of using AI models that are trained on billions of images scraped from the internet, often without consent from the artists who created them. Designers and illustrators are understandably concerned about their work feeding a system that could displace them. 12% of design studios reported reducing full-time design headcount over the past 18 months - but applications for traditional “junior designer” roles have dropped sharply (AIGA design survey, 2024).
There's also the environmental cost. Training and running these models consume significant energy. Every image you generate has a carbon footprint. According to research from the University of California, Riverside, generating 100 images using a large AI model can consume approximately half a litre of water due to data centre cooling requirements.
A lot of consumers are aware of these issues and they're tired of seeing it used as a replacement for actual craft and human talent. Look at Coca-Cola's 2025 Christmas ad. A massive company with the budget to hire animators chose to use AI instead. The ad received lots of criticism, being called an ‘eyesore’ by tech website The Verge, with people online calling it ‘AI slop’ and saying they will boycott the company’s products as a result (NME, 2025).
Coca Cola’s 2025 AI generated Christmas advertisement.
A Balanced Approach to AI
Overall, AI can be a tool to create some great marketing, and it’s becoming the industry standard, so we can’t ignore it. However, it should be used in moderation, and thoughtfully rather than automatically. Crafting detailed prompts and incorporating original reference materials can help ensure the work feels distinctive and help to achieve the result with fewer attempts. Just as importantly, AI shouldn’t be the default solution for every idea. Taking a moment to reflect on which tool is best, whether AI, traditional design software, photography, or illustration is best suited to bring a concept to life is part of responsible creative practice.
