Are you blown away by what AI can do with images these days? I know I am.
I often use various AI image generators to create visuals that would have taken hours—if not days—to source and compose using traditional methods. The speed, flexibility, and creative range are remarkable. There’s no denying the wow factor.
It’s easy to get carried away. That’s why I’m restating our industry’s cautionary reminder — one I give myself often:
AI is only a tool, not a strategy
So you need to stay grounded. No matter how impressive the AI imagery, successful design projects still depend on a strategy and the same core principles that have always driven response. Without all that, even the most stunning piece risks becoming just a vanity project.
How to focus on the what,
and not just the wow factor.
What does the promotion want to achieve? Before sending anything over to clients for comments, I check to make sure I’ve met the goal, by using this Checklist:
- What’s the primary goal?
Conversion? Brand awareness? Know your goal, to make the best choices. - Does the art/copy duo make the message clear at a glance?
If not, you’ve already lost your audience. - Does the art support the copy—or distract from it?
Visuals should amplify the message, not compete with it - Do prospects see a strong reason to act now?
Urgency and relevance never go out of style. And certain design elements can up response. - Is the response path obvious and easy?
The right art and layout can lead the way to a higher ROI.
Quick Sum-up: AI opens new creative doors—let’s leverage this tool! But, to reach your goal, don’t forget to start with those all-important basics: a strategy, supported by what has always provided real value: the team of thoughtful design and copy. When you have that balance, the work works.