How to Use AI
Wisely During A
Website Project

1. AI often produces generic messaging

AI generates language based on patterns found across gigantic amounts of existing content. As a result, AI-written copy tends to sound polished and professional, but also predictable and interchangeable. Many websites produced this way start to look like each other.

2. AI-generated content can flatten brand personality

One of the greatest hidden costs of AI-generated content is the erosion of voice. Brands are not only a sum of services – they also have a tone, an attitude, a set of values, and emotional character.

AI naturally smooths language toward statistical averages, which can remove warmth, originality, regional nuance, humor, and some human imperfections that actually create authenticity. Over time, this flattening effect can make brands feel less memorable.

3. AI-generated content can damage the flow and spatial design of a website

In certain cases, AI will produce content that is highly summarized with a lot of bullet points and repetitive sentences, which does not follow the natural flow of human reading. People don’t absorb information as databases do. They move through emotional progression, rhythm, emphasis, hierarchy, and emotional pacing.

Human readers do not absorb information as databases do. They move through emotional progression, rhythm, emphasis, hierarchy, and emotional pacing.

When AI produces unusually streamlined or uniform content, it changes the architecture of the page itself. Over-using bullet lists will create fragmented reading flow, repetitive scanning patterns, a lack of emotional progression, sections that feel interchangeable and overall diminish the persuasive impact of a site. Instead of following a clear and engaging story, users are presented with a series of disconnected pieces of information. This often makes pages feel flatter and more mechanical.

Another visual consequence of using content that is too streamlined, is that it can create unusual empty spaces and awkward gaps throughout the page layout.

1. AI images can undermine credibility

People are becoming more and more skilled at sensing when an image feels artificial. You may perceive excessive perfection, unrealistic lighting, or facial expressions that don’t feel natural, which can make it feel less credible. When trust is often formed on a website, this credibility matters.

Building trust often requires imagery that feels genuine and believable. That’s why many successful websites rely on real photography, carefully curated stock images, or brand-specific visuals brought together through thoughtful image direction.

2. AI often creates “generic humanity” which will age quickly

We are already starting to see a recognizable “AI esthetics,” often characterized by perfectly smooth skin, excessive symmetry, overly polished details, and environments that appear almost too perfect to be real. This can lead to images that feel repetitive, less emotionally engaging, harder to remember, and less effective at helping a brand stand out.

And this recognizable “AI style” may age very quickly too.

3. Visual inconsistency can damage brand quality

AI-generated images can vary in rendering style, visual mood, color behavior, lighting and perspective. This inconsistency can make a website feel less unified and professionally designed. In contrast, strong image direction led by a designer involves creating a consistent mood, telling a coherent story, and ensuring that visuals work together to support the overall message. While AI can generate individual images, it does not automatically create a coherent photographic system.

1. AI feedback can be misleading

AI lacks good design judgment

AI will comment on objects and judge design elements in isolation, while designers work on the subtle relationship between those elements, and how they interact to shape meaning, usability, and experience. They evaluate rhythm, flow, emotional tone, typography behavior, hierarchy, contrast, visual tension, cognitive load, brand alignment when working on a website – things that AI does not perceive.

AI does not understands tradeoffs

Every design decision balances competing goals, and expertise is all about managing tradeoffs. AI often recommends improvements without acknowledging what may be lost: adding content will increase cognitive load, changing font size will impact information density, overusing imagery will slow load times.

AI does not know the project rationale
AI sees the final snapshot, but does not know why certain decisions were made. A designer may have chosen something for accessibility reasons, mobile responsiveness, content hierarchy, technical constraints, SEO considerations, conversion goals or brand positioning.

2. AI feedback can become endless

AI has no stopping point

AI generates endless options, and no internal mechanism will say at some point: “This is solved.” It doesn’t know constraints and can always find something to critique, continuously shifting priorities. Traditional design feedback however ends up converging because it is grounded in project goals, stakeholder alignment, user needs, budget, timelines and strategic oversight.

Endless refinement often reduces quality

Too many revisions can weaken the system. There comes a point where making more changes no longer makes the design better. Too many revisions can dilute the original idea, create mixed directions, and make the final result feel less cohesive and confident.

3. AI feedback can create tremendous strain on the whole project

Instead of moving the design forward, the process can become focused on exploring endless alternatives, leaving clients faced with dozens of competing ideas and no clear direction. This will create more second-guessing, higher decision fatigue, expand the revision cycles and move goalposts.

4. How to provide useful feedback

Share your thinking, not just the AI output

Rather than forwarding AI-generated feedback verbatim, explain what resonated with you and why. What concern did it raise? What objective are you trying to achieve? What business or communication challenge are you hoping to solve?

AI can generate countless observations and suggestions, but those suggestions only become useful when connected to your own goals and perspective. Understanding the reasoning behind the feedback allows for a more meaningful design discussion and helps ensure that the real issue is being addressed.

Focus on outcomes, not individual or costmetic suggestions

AI often generates highly specific recommendations about colors, layouts, spacing, imagery, wording, or visual details. While some of these observations can be useful, they should not distract from the larger objective.

The most valuable feedback focuses on outcomes rather than individual design solutions. Questions such as Does this communicate the right message? Does it support our business goals? Does it feel aligned with our brand? Does it create trust and clarity? help evaluate whether the design is accomplishing its purpose without becoming overly focused on cosmetic adjustments.

Consolidate Feedback Before Sharing It
If working with for AI on your project, synthesize feedback before sharing it with your designer.
Try to identify recurring concerns, highest-priority issues, feedback that aligns with project goals, suggestions you genuinely support. A smaller number of thoughtful comments is usually more productive than large volumes of AI-generated observations.

Focus on outcomes, not individual or costmetic suggestions

AI often generates highly specific recommendations about colors, layouts, spacing, imagery, wording, or visual details. While some of these observations can be useful, they should not distract from the larger objective.