Listen to this article
Dear 3 minutes
The audio version of this article is generated using artificial intelligence-based technology. Pronunciation errors may occur. We are working with our partners to continually review and improve results.
A social media debate about artificial intelligence has sparked a broader conversation about how Northern Ontario small businesses market themselves.
Victoria Savage, owner of Rustic Rebel Sourdough located in the Greater Sudbury community of Capreol, recently defended her use of AI-generated images after receiving criticism online.
““We don’t have thousands of dollars to spend preparing food that will never be eaten just to get the perfect photo, or hiring agencies to create fancy advertising,” he wrote inin a Facebook post on Monday.
The post generated hundreds of reactions and dozens of comments, with some people supporting its use of AI and others saying they would prefer local businesses to hire local artists and designers.
Savage said she primarily posts photos she took herself and only uses artificial intelligence to promote products before they are available.
“The only time I’ve really used [AI] is to promote something that is to come, to give a hint, a preview of what is to come,” he said.
A recent post featured AI-generated images of breakfast and lunch sandwiches that the bakery planned to start selling.
Savage said she was disappointed by some of the reactions online and that hiring photographers or designers is not financially realistic for her business.
“At this point in my business, every penny counts. And if I have to use a tool that’s going to save me money, save me time, I’m going to use it. It makes sense,” he said.
Stephanie Hrechka, a graphic design professor at Cambrian College in Sudbury and co-owner of Side Eye Press, said she understands why some small business owners are turning to AI.
“I think it speaks volumes to how a lot of small businesses may be feeling. We’ve been in a stagnant economy and we may be starting to feel a little bit of pressure money-wise,” he said.
But Hrechka believes that AI-generated marketing can go against the authenticity that many customers expect from small businesses.
“When someone sees that, they might say, ‘Oh, that seems a little false about who you are. What else could be false about your brand?'” he said.
Hrechka said companies that don’t have the budget to hire a designer should not assume that AI is their only option and instead try to do the job themselves.
“It doesn’t seem like something I would be invited to personally versus [something] handwritten,” he said.
“So, for people who may feel like [AI] “It’s actually going to attract more customers and then attract more people to come into your business, I’d just like to say I would think the opposite.”