Published in the Spring 2026 issue of Artisan Spirit Magazine.
Over the past few years, AI has quickly transformed from a broad catchphrase in a science fiction movie to technology that has been integrated into our daily lives.
In the short span of time that AI has been readily accessible, it has proved to have useful applications in every industry, including branding and marketing for alcohol beverage brands. However, AI has limitations and poses concerns that can only be solved by a human brain. Being aware of these shortfalls is key to learning to use AI effectively and ethically.
Uses for AI in Branding & Marketing
- Administrative Tasks – One of the huge benefits of AI is utilizing programs that allow for automation of repetitive administrative tasks. Freeing up more time in the day for creative and strategic thinking.
- Image Editing – It takes years to learn how to use the vast array of tools in image editing software such as Photoshop and even more time and skill to create realistic, high-quality images. However, the generative AI features that are now built into these programs create shortcuts that reduce the time needed to perfect an edited image.
- Creative Direction – AI’s ability to generate images based on input ideas is hugely helpful in establishing creative direction to guide designers in developing branding and package design. It also can be used to quickly put together different design directions for non-visual people to understand a vision before a designer spends time (and budget) on final concept development. See Downfalls.
- Copywriting – AI tools are incredibly useful for copywriting. You can utilize them to develop outlines and once you have written an original piece of content, they can help smooth over verbiage. More sophisticated agents can learn your writing tone of voice and style through your catalogue of previous work. Once they have established your voice, you can utilize these agents to develop new copy from scratch with a minimal investment in time and effort.
Downfalls for AI in Branding & Marketing
- Intellectual Property Laws – The biggest downfall of AI is that it often does not create completely original content but rather scans the internet for pieces of information that are relevant to your prompt, combine them, and deliver a result that is an amalgamation of data. If you are using AI to develop branding or packaging design, this means you have no idea if you are infringing on someone else’s copyright, making yourself vulnerable to lawsuits.
- Non-Productive Output – If you do use AI to develop branding or packaging design, the output is often just a flat image. Output is often not a format that can be easily produced or printed and will need to be recreated in a print-ready format by a designer and/or printer. Additionally, if you are using AI for package design, the artwork may not be compliant with TTB regulations or other mandatories.
- Lack of Strategic Thinking – Your AI output is limited by the prompts you enter and your knowledge. AI lacks the strategic thinking and real-life experience of human branding experts. AI does not understand what creates pull with consumers or their buying patterns, this is something that only years of first-hand experience in the alcohol industry can provide. If you are utilizing AI to develop branding and packaging, you will create something that matches the instructions you gave, but at no point does this output run through any sort of filter that confirms that the design will connect with your customer and generate sales. Developing a brand based on a purely decorative design with no strategic backbone is a risk that most brands cannot afford to take.
- Hallucinations – Although AI is increasingly being used to seek information over a traditional Google search there is one huge drawback – AI is not always correct. AI is trained to understand patterns but it doesn’t have the real life experience of a human brain, meaning they sometimes misinterpret data and come to incorrect conclusions or fabricate missing information entirely. Repetition and patterns are the norm here vs uniqueness of thought.
AI’s capabilities will surely continue to grow and be utilized across many more mediums. Treating AI like a tool that can scope ideas will help streamline your workflow so you have more time to spend on creativity and strategy while avoiding the downfalls of using AI output as a final solution.
Photo by: Cash Macanaya from Unsplash
David Schuemann is the Owner & Creative Director of CF Napa Brand Design™ | Author: 99 Bottles of Wine | Speaker | Brand Strategist and Consultant for Wine, Spirits, and Beer.
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