A Merseyside based graphic designer has criticised clubs for using AI to generate their own graphics, saying it harms their brand identity.

Nonconform’s Creative Director, Andrew Weatherstone, spoke to us after ChatGPT’s latest update.

OpenAI released ChatGPT Images 2.0 last week, and sports fans wasted no time in creating AI-generated content.

There was a surge of AI-generated sport graphics circulating on social media, with many users claiming this was bad news for graphic designers in the sports industry.

Brighton & Hove Albion FC announced plans for a new stadium for their women’s team this week, and the video used for the announcement used AI.

AI in sports

Mr Weatherstone was critical of clubs using AI, he said: “When you look at it you can see it’s terrible, it’s just awful.

“There are no conscious ideas to it. But when the clubs start doing it you just think they’re being so cheap. It undermines their brand.

“The problem is if people are going to start using it, eventually it will all look the same. Regardless of what club colours you put in it.

“AI scans the same information, and it’ll eventually get the same results. If everyone reads the same book, everyone will have the same ideas.”

Damaging a club’s identity

Mr Weatherstone added that clubs should be cautious of AI damaging their brand identity, because this effects the fans.

He said: “They’re cheapening their own brands by not using AI properly. And even better, they’re being caught out.

“They’ve got a very prestigious brand, and sports clubs have a different kind of brand because it’s owned by the fans.

“If the club is doing it wrong, then it devalues their brand in both a fan’s point of view as well as its actual value.”

Mr Weatherstone believes laziness and saving money are some of the main factors in the popularity of AI.

Despite the surge, some clubs like Borussia Dortmund posted: “AI will never replace graphic designers.”

They also saw the funny side…

When asked to give advice to young aspiring graphic designers from Merseyside, Mr Weatherstone said: “Learn to think and to come up with a good idea yourself.

“Learn to use it as a tool. Don’t make it your only tool. Make your brain your main tool.”

Featured image taken from Nonconform’s website. Permission to use given by Andrew Weatherstone.

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