AI tools can generate images and copy in seconds, and more advertisers are reaching for them to stretch their budgets. But AI-generated assets come with real risks — legal, reputational, and creative — if you don’t use them carefully. Here’s what to keep in mind before your next ad uses AI-generated photos, artwork, or copy.
Do’s
Do use AI as a starting point, not a finished product. AI tools are great for generating drafts and options quickly, but they need a human eye to refine, fact-check, and make sure the final result actually fits your brand.
Do stick to licensed AI tools for anything running in an ad. Platforms like Adobe Firefly are trained on licensed content, which lowers your risk of copyright issues compared to tools trained on scraped, unlicensed images.
Do keep your brand guidelines front and center. AI doesn’t know your brand’s colors, tone, or claims unless you tell it. Spell out what should — and shouldn’t — appear before you generate anything.
Do have someone review AI-generated content before it runs. A quick check for accuracy, tone, and brand fit catches problems before they reach print.
Do disclose when performers or spokespeople in your ad are AI-generated. Some states now require this by law, and consumers respond better to ads that are upfront about it.
Don’ts
Don’t use AI for anything with text or logos. AI still struggles to render clean, legible type and accurate logos — mistakes here are easy for readers to spot and hard to unsee.
Don’t let AI invent product details or claims. AI tools can “hallucinate” specifications, statistics, or promises that aren’t true, which can create real legal exposure.
Don’t skip the human review to save time. Cost and speed are the biggest reasons advertisers reach for AI — but skipping quality control is how “AI slop” ends up in print.
Don’t assume your audience won’t notice or care. Many consumers are still lukewarm on AI-generated ads. Used thoughtfully, AI can strengthen your creative; used carelessly, it can undercut the trust your ad is trying to build.
Questions about incorporating AI into your next ad campaign? Reach out — we’re happy to help you get it right.
