“It's better to fail in originality than to succeed in imitation.”
I took Google’s Professional AI Certification course this past week.
There was a section right at the beginning on AI limitations. Pretty dry stuff. But one part made me pause and take a screen grab.
This ⇩
Google itself admitting and cautioning users that AI outputs are just based on data patterns. Not opinions, or creativity, or any sort of lived experience.
Patterns. As dull and clinical as a math equation.
***
So, when you task AI with creating your website, positioning, design, or brand voice, and accept what it spits out — you’re not getting a “creative” interpretation of … anything.
You’re getting a statistically-averaged version of everyone who has ever published something online.
Every business consultant who “helps leaders unlock their potential.”
Every SaaS company who used a serif-italic font for design emphasis.
All the glowing web buttons, quasi-illustrated infographics, “this, not that” sentences, platitudes and qualifiers …
AI ingested all of it.
And it just pukes up the average. The most cookie-cutter, statistically-familiar version of your category.
***
Oh, and one more thing …
You also don’t own it.
Not legally or intellectually. AI output has ZERO copyright protection.
Which means the messaging all over your website and the cute logo / mascot you’re using on proposals … if it’s AI-generated, none of it is yours in any defensible sense.
For service businesses built on trust and reputation, that’s worth some serious thought.
***
AI is a super useful tool. No doubt about it. That’s why I got the certification.
But there’s a massive difference between using it as a research partner, and “hiring” a $20 subscription to replace your creative team.
Fast doesn’t mean good.
Professional-looking doesn’t mean unique.
And prompting something into existence doesn’t make it yours.
So here’s my question:
Is that the brand image you want to send out into the world? … The one that’s cookie-cutter, forgettable, and belongs to no one?
If not, my virtual door is always open.
Make it a great week! 🙌
PS — You’ve worked too hard for your brand to sound (and look) like a statistical average of your industry. Let’s fix it.
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