Alright, let’s talk AI.
At Tactive, we bring brands to (real) life – emphasis on the “real.” Physical, tactile marketing is all about human connection, which means the human component in designing it still matters most. Artificial intelligence (AI) can be a helpful assistant, but it should never replace the skill, nuance, and creativity of professional artists and designers.
That said, smart marketers use every tool at their disposal, and these days, that includes generative AI programs to aid in the brainstorming, creation, and execution of marketing campaigns. In fact, the people behind some of your favorite promo products are already in the AI game: 92% of PPAI 100 suppliers and 87% of PPAI 100 distributors are already engaging with AI in their business operations.
AI isn’t a one-size-fits-all solution, especially when it comes to designing for print and promotional products. So, how should marketers use AI when developing their next tactile marketing campaign? Here are three dos and don’ts to keep in mind.
✅ Do: Use AI for Concepting
AI can be a great starting point when you’re stuck in the “what if” phase. Prompting an image generator for themed swag ideas or packaging inspiration can help you visualize possibilities faster than sketching them out. It’s a way to explore directions before investing in real design time.
❌ Don’t: Expect a Perfect Recreation of your AI Mock-Up
What looks stunning in an AI-rendered mock-up may not be achievable with actual materials, print techniques, or brand guidelines. AI should spark ideas, not set unrealistic expectations for the final product.
✅ Do: Lean on AI for Editing & Efficiency
AI-powered tools can be game-changers for speeding up editing tasks, like removing the background from a photo, or resizing imagery for multiple formats. AI is best for automating the tedious steps so you and your design team can focus on the creative work that really matters.
❌ Don’t: Rely on AI for Final Artwork
AI just isn’t equipped to handle the technical requirements of print and promo. For production-ready files, you need a human designer who understands details like resolution, color matching, bleed lines, and vector formatting – and the human touch to make sure your brand is represented consistently throughout the campaign.
✅ Do: Use AI to Optimize, Not Create
Smart marketers use AI as a supporting tool to test campaign copy variations, reformat graphics for different channels, or even identify trending styles for inspiration. It’s a way to enhance creative output, not replace it.
❌ Don’t: Undervalue Human Creativity
Behind every powerful piece of branded merch is an artist, designer, or strategist who understands how people actually experience it in the real world. From our very start, Tactive has always been about supporting artists of all types. Human creativity ensures your brand stands out in ways AI simply can’t replicate.
AI is here to stay, and smart marketers will learn how to use it responsibly. In the world of print and promo, that means treating AI as a tool for brainstorming and efficiency – and trusting humans (like your team at Tactive) to bring those ideas to (real) life.
Because at the end of the day, tactile marketing is about creating real connections. And that still takes real people.
