While this technology offers clear advantages, it also presents challenges that could impact how well we connect with our audience and, ultimately, dictate our success. In this article, we explore how AI content is influencing our industry and whether it’s enhancing or undermining the essential elements of connection, creativity, and conversation in interior design.
The Appeal of AI in Content Creation
AI tools like ChatGPT are appealing for several reasons:
- Efficiency and Speed: AI can generate large amounts of content quickly, allowing us to maintain a steady stream of posts and updates across various platforms. This efficiency is crucial in today’s fast-paced market, where staying visible and relevant is key to success.
- Cost-Effective: By automating content creation, AI can reduce costs associated with hiring writers or content creators. This allows resources to be allocated to other vital areas, such as design innovation or client engagement.
- Consistency: AI can help maintain a consistent tone and style across different marketing platforms. For developers managing multiple developments or properties, this consistency can reinforce brand identity and ensure a cohesive marketing message.
The Drawbacks of AI-Generated Content
Despite these benefits, AI-generated content does come with its drawbacks, particularly in the context of interior design:
- The Human Touch Matters: Interior design is deeply personal and full of expression—it’s all about sparking ideas, stirring emotions, and inspiring creativity. AI, while efficient, often lacks the ability to infuse content with the unique lifestyle perspectives and emotional depth that human beings bring. The result is content that lacks the authenticity and warmth needed to resonate with target audiences.
- Predictable Language: A common issue with AI-generated content is the repetition of phrases and ideas. AI often falls back on the same set of words and concepts, which can make marketing material feel stale and generic. We can’t tell you how many times we’ve cringed at ChatGPT’s tell-tale interior buzzwords—“craft,” “elevate,” “luxury,” “sanctuary,” “dynamic,” “harmony,” and so on. When everyone starts using the same AI-generated language, the risk is that the content becomes repetitive, making multiple companies sound the same—so you can wave goodbye to your distinctive company voice.
- Opinion and Perspective: One of the most powerful aspects of content in the interior design industry is the ability to express opinions, offer unique insights, and create conversation – Is this floral print truly hideous? Is a 60s pink bathroom the new interior love of our lives? How do we really feel about Pantone’s new colour of the year? AI lacks unique perspective: it just doesn’t have the capacity to create compelling personal opinions or respond to trends with original thoughts. Expect content that feels safe but is bland and has been seen or heard before.
The Path Forward: Balancing AI and Human Creativity
So where do we go from here? We believe the key lies in finding the right balance between leveraging AI’s strengths and championing human touch.
Allow creatives to focus on creating opinion pieces and to provide personal reflections. Our design team often work with developers or marketing companies to help create valuable content for our clients to share with their target audience – offering insights into show home schemes, trending colour palettes, and design tips, tricks and hacks that come from their personal experience.
AI is a useful tool that can help organise thoughts, outline content strategy or even provide inspiration, but the final message should be shaped by human experience and delivered with intention and care by someone who understands the audience.
Rediscovering the Human Element in Content Creation
AI undoubtedly has its place in property marketing, offering efficiency and consistency in a demanding market. However, in an industry like interior design, where connection, creativity, and conversation are the heart, the human element cannot be overlooked. By using AI as a supportive tool rather than a replacement, and by prioritising the unique voice and perspective that only humans can provide, we can continue to create connection that truly resonates.
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