Why AI Can’t Lead Your Brand

by Morgan Alverson | Jul 29, 2025

AI has transformed brand identities (just like everything else in our industry) by accelerating research and fine-tuning messaging at lightning speed. However, while AI excels at optimizing and refining, it lacks the intuitive, emotional depth required to build a truly resonant brand. It lacks the human touch. You’ve probably seen it yourself. There’s no depth.

72% of consumers believe AI-based content generators could spread false or misleading information. (Source: Gartner)

More importantly, AI simply generates content by remixing what already exists. It’s incapable (at least right now) of invention. While it’s excellent for optimizing, refining, and scaling, it’s weak for defining a distinctive, authentic brand.

A brand isn’t just a collection of colors, fonts, and messaging that AI can spin up. Strong brands stand for something.

Your brand should evoke a sense of purpose, mission, and values that resonate with your specific audience on a deep level. AI can’t do that. Sure, AI can generate brand statements based on existing content, but it doesn’t truly understand what it means to believe in something. This lack of conviction makes AI-generated branding feel flat and generic.

The challenge for B2B companies in 2025 is to harness AI’s efficiency while preserving the authenticity and human connection that make a brand memorable. The future of brand identity lies in the synergy between AI-powered insights and human-led creativity. Technology might enable, but vision should lead.

Are you ready to dig deep?

If you enjoyed this post, this content is part of a white paper on B2B Brand Identity in 2025. You can view the full white paper here.