Branding in the age of AI
How human insight sets brands apart
Tags
[A target='_blank' link='https://dd.agency/strategy']Brand strategy[/A], Artificial intelligence,
Generative AI
Date
June 6, 2025
Author
Sophie J. Barnes
Generative AI is well and truly here, and it’s fair to say the new tech is causing a bit of a stir. Opinions on the topic range from the pessimist’s prediction of creative collapse to the optimist’s vision of a technological renaissance.
And then there’s everyone else – a little sceptical, perhaps, but still intrigued by the potential of these evolving tools. In this article, we’ll help you navigate what this means for branding and creative work, sharing insights from all ends of the debate spectrum.
source: Dutch Design Agency
Intellectual property and the creative industries
The creative industries have been at the heart of the conversation around AI, especially when it comes to intellectual property and copyright. A prime example is the viral Studio Ghibli AI trend, which used generative tools to recreate the iconic animation style. For many, including Studio Ghibli’s co-founder Hayao Miyazaki, this trend was seen as an affront to the spirit of creativity – a dilution of what it means to create something uniquely human.
This has sparked a wider debate: are these AI-powered tools merely mimicking creativity, or do they risk overshadowing the authenticity and craft at the core of great branding? The fear is that if we flood the world with AI-generated work, we risk losing sight of the human touch that makes brands memorable and meaningful.
source: studio ghibli AI
An ally to human creativity
Yet, there’s another side to this conversation – one that sees these technologies as a new partner in the creative process. Rather than replacing human ideas, AI can free us from repetitive tasks, giving us more time to explore, ideate and refine. At DUTCH DESIGN AGENCY, we see the real power of these tools in supporting insight-driven creativity – helping brands identify patterns, gather data and prototype ideas more efficiently.
When AI handles the groundwork, it leaves more room for the human qualities that define great work: empathy, intuition and the ability to see around corners. These qualities are what elevate a brand, setting it apart in a crowded world.
The shifting role of creative jobs
Naturally, there’s been concern about what AI might mean for jobs across the creative industries. While some tasks – like layout generation or basic copy tweaks – may be automated, the bigger story is how the role of the creative professional is changing.
Recent research suggests that creativity itself is becoming even more prized. In a survey by Canva, 75% of hiring managers said creativity is among their top priorities when recruiting. And while AI is part of the modern toolkit, what matters most is how we use it – to develop ideas that resonate and tell stories that connect.
As Forbes put it, ‘Creativity is one human skill that AI cannot truly capture’. At DUTCH DESIGN AGENCY, we’ve seen this first-hand: as AI reshapes workflows, it also elevates the value of original thinking, cultural insight and emotional intelligence.
source: The World Economic Forum
The democratisation of creative tools
One of the most promising shifts is the wider access to advanced creative tools. Generative AI has lowered the barriers to entry, making it easier than ever for emerging voices and established brands alike to experiment, refine and launch ideas. It’s democratising creativity – and it’s changing how we approach brand building.
Thomas Andre de la Porte, our Founder and Creative Director, puts it simply:
‘[I]It’s not just about having big ideas. The ability to execute those ideas using today’s evolving creative tools is equally critical. In reality, we haven’t abandoned technical skills – we’ve simply levelled up. The bar has shifted from how to use the tools, to what you create with them and why it matters.[_I]’
Looking ahead
For brand leaders and creatives navigating these changes, the challenge isn’t whether to use AI, but how. The most compelling work will come from those who see AI as a way to supercharge human thinking – not replace it. At DUTCH DESIGN AGENCY, we’re helping brands explore these new tools to create distinctive, data-informed, emotionally resonant work.
Because at the end of the day, it’s not about the tools themselves – it’s about the ideas they help us bring to life. Let’s see where this can take us, together.
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