18/11/2025
Want to hear our controversial take on AI? 👀
AI has been taking the digital marketing industry by storm recently (*cough cough* iconic drink brand’s latest Christmas ad).
We now live in a world where you can get content ideas, a content calendar, graphics, logos and blogs at the click of a button - BUT, at what cost? It’s time we started talking about what AI CAN’T do!
1️⃣ Create genuinely warm, trustworthy, community-driven content for your brand.
Audiences are sick of meaningless, derivative content from brands! They crave highly personal stories, behind-the-scenes sneak peeks, staff interviews, community engagement - anything that proves your business is human-led.
2️⃣ Craft an authentic, original brand identity that expertly communicates your brand’s subtle messaging.
From the colours and typography to logo design and tone of voice, everything AI gives you has been done before. It isn’t well-tuned to design best practices and can often miss the tiny details that communicate subtle layers of meaning to your customers.
3️⃣ Create well-crafted, original strategies based on in-depth research and analysis.
At FI, we always say data is at the heart of everything we do. Our strategies, whether they be social, SEO, or web development, are created from a unique combination of industry knowledge and research. AI simply can’t pick up on the subtle ways to give you an edge over your competitors - it will just tell you what works for them (which might not be what works for you).
4️⃣ Weigh in on complex industry debates with nuance and understanding!
AI really can’t read the room (which makes sense because it never actually IS in the room). This can be super risky for your brand, especially if you are trying to position yourself as a knowledgeable authority in your field. It’s giving ✨tone deaf ✨
Our take? When it comes to digital marketing, investing more time into crafting personal, relatable content will give you way better results than cutting corners with AI visuals and generic copy. We can 100% tell when your social media manager’s name starts with a C and ends in GPT (and the chances are your audience knows too).
Our human-centred approach is integral to everything we do at First Internet! It’s in the way we communicate with clients, our strategies, our writing and our designs, and it’s what helps our clients remain authentic in the digital world. That’s why we see AI as a tool to make us more efficient, NOT as a way to replace our super creative team of real people.
So, message ChatFI instead! Get in touch (with a human) at https://bit.ly/4ipzUU9
