Over the past few weeks, two clients from completely different industries sent me AI-generated homepage mockups.
The surprising part? They looked remarkably similar.
That highlights a growing risk. AI is fantastic at recognising patterns, but that also means it tends to produce the average of what already exists. If you ask it to design a homepage without first defining your strategy, your point of difference or your ideal customer, you’ll often end up with something that looks polished but says very little.
That’s not to say AI isn’t useful. Quite the opposite.
I use it often to challenge my thinking, expose blind spots and help communicate ideas more clearly.
The key is to do the thinking first.
Know who you’re trying to attract, what makes your business different and what action you want people to take. Then ask AI to help refine and execute those ideas.
Used well, AI can be a powerful amplifier. The catch: It also amplifies an absence of thought.
Don’t let it become your strategist.
