The temptation to use AI is strong, systems like Chat GPT are easy to use and they give you even more information at your fingertips than ever before.
However, just because it’s there doesn’t mean that it should be used for everything, nor does it mean that you should trust it explicitly. This warning is particularly true for businesses using AI and we wanted to delve into why businesses should use AI with care.
Graphics
Firstly. we have all seen the run of AI generated posters on our social feeds – you know the ones we are talking about, because they ALL LOOK THE SAME!
Meaning that your carefully crafted call to action is lost in the sea of posters for the local church fete. Your business deserves better.
We have even seen a business allowing Chat GPT to generate a new logo for use in their AI generated poster (we won’t name names)! Imagine all the hard work that your business has put into their branding gone in an instant to something that your customers won’t recognise and won’t trust.
Graphics can convey a thousand words so make the most out of each of those letters and ensure that your graphics are created in house or by your preferred designer.
Tone, Spelling and Phrases
Another element that businesses need to be mindful of when using AI is in keeping the business tone. Whilst AI can certainly write text in different tones, ensuring that any AI generated content matches your existing tone is key to your business branding.
The give aways for AI generated content is not only that it doesn’t match the business tone, but also that it uses American spelling and phrases.
If you are using AI to generate content for your website, emails, and even social media posts, please ensure that you proof read the content and adjust to suit.
Legalise
Arguably the most important warning of using AI is to ensure that your business actually owns the right to use the information/imagery produced. There is the potential for you and your business ending up in hot water.
AI is ultimately a reproduction of existing information, data and graphics, rewritten (but not always) and reproduced as directed. If you are using facts and information from AI tools then ensure you do your homework so that you are confident that any facts and information you use are correct.
This is particularly important for any businesses that impact an individual’s life, health, or wealth.
It also goes the other way as well, AI tools can and will use content from your business in error. There has been a recent case in Germany whereby two businesses were incorrectly tied to scams by Google’s AI, you can read more about this case here at The Decoder.
Unfortunately, the jury is still out on how you can protect your business from being incorrectly connected by AI tools.
Top Tips for Using AI
It is inevitable that you and your business will use AI at some point, if you haven’t done also already. Just keep the following three tips at the forefront of your mind when using AI tools so you can do so without sacrificing your business or reputation.
- Stay away from AI created graphics
- Balance your use of AI with maintaining your business branding and tone
- Triple check all information and data provided by AI tool
Published: 16th Jul 2026