Whatever you think of Artificial Intelligence (AI) there is no denying that it is here to stay. Working within the creative industries sector, the subject of AI is still a hot topic of conversation at Foster & Scott, with varying opinions amongst our team.
With AI now fully integrated into Adobe products and other creative tools used by design and marketing agencies, Foster & Scott have mastered the art of the prompt to ensure we can harness AI for the benefit of our clients. Interesting concepts have been created and ideas generated by knowing how and when best to use AI.
It Can Go Spectacularly Wrong!
However, AI doesn’t always get it right. We see this in work produced by clients that use it. Platforms built for marketing teams that are integrated with AI for design, layout and copy, making teams more efficient, but when it comes to print there can be technical issues. Recently, a new client came to us after creating entire brochures and banner designs using AI, all their hard work had gone to waste and the job couldn’t go to print because of technical errors. Issues don’t stop at print, a client attempted to write their own website code and completely broke their company’s website. Luckily we were here to fix the error and get the site back online.
Within the media there has been lots of public shaming and well publicised AI disasters such as Guess Jeans with their fake flawless model and the Coca Cola Christmas advert that faced a backlash of it being “soulless” and “devoid of any actual creativity.” – harsh words which no brand would want to fall foul of.
Here are a few other ways that things can go wrong when using AI:
Branding Chaos
AI doesn’t understand your brand guidelines — it just takes creative liberties. One day your logo’s purple, the next it’s floating in space. Consistency isn’t exactly its strong point.
The Bias Blunder
Because AI learns from the internet (which, let’s face it, isn’t the best role model), it can sometimes generate images that are unintentionally biased or stereotypical. That’s not a great look for any brand.
Copyright Confusion
AI might “borrow inspiration” from existing artwork, which is a polite way of saying you could end up with a Picasso-style lawsuit on your hands. Agencies know how to keep your creative assets legal and above board.
Visual Glitches
You’ve probably seen them: hands with six fingers or physics-defying shadows. AI doesn’t always do anatomy or realism particularly well — and video adds even more room for chaos.
Tone Deaf Moments
AI doesn’t get humour, irony, or nuance. It might nail the visual but completely miss the emotional point. The result? A perfectly polished ad that somehow feels off.
Why You Still Need Human Experts
At Foster & Scott we use AI in conjunction with traditional skills, experience and knowledge which ensures we know when and how to bring AI into our projects.
So, what do expert agencies do that AI can’t? Quite a lot, actually…
Strategic Thinking
Humans understand audiences, timing, and emotion, things no algorithm can replicate. Agencies make sure every visual fits the campaign’s story, not just the prompt.
Creative Direction
AI can paint a picture, but it can’t art direct. Agencies ensure colour, composition, and messaging all align with your brand’s identity (and that your CEO doesn’t have extra limbs).
Technical Expertise
Agencies know which tools produce the best results — and how to polish the rough edges. They can blend AI output with real footage, refine lighting, and make sure everything looks professional rather than experimental.
Legal and Ethical Oversight
AI can be a legal minefield. Agencies help you navigate copyright, model rights, and data use so your content doesn’t land you in hot water later.
Quality Control
The human eye spots things algorithms miss — like subtle distortions, awkward poses, or emotional misfires. It’s the difference between “good enough” and “wow.”
Balancing Creativity with Common Sense
There is no getting away from the fact that AI is now part of all our working lives and can provide speed and inspiration. However, creative agencies still need to have the knowledge and experience to get the right results as everything is in the detail. An expert agency knows how to blend these strengths; using AI to explore ideas, and accelerate production, whilst keeping designers and developers in control of quality, tone, and brand alignment.
That’s why working with an agency like Foster & Scott matters. Find out more about how you can get involved at fosterandscott.com.
