It'll do.
AI is undoubtedly changing almost every aspect of how we all work. From automating business functions through to generating creative such as copywriting and imagery, we’re all seeing huge change and time-saving benefits, but is this ease of use and speed of production makings us a bit, well lazy? We've all seen the tsunami of ‘AI slop’ filling our Linkedin feeds and even our televisions such as last Christmas’s Coca Cola advert. Most of this can be easily spotted leading the user to roll their eyes and usually dismiss it, as AI slop.
Chat GPT experiment
We ran a quick experiment using Chat GPT asking it to create a Linkedin post and graphic about one of our projects for client Eurovinil SRL using the following prompt:
“Please write me a LinkedIn post case study for this site bd2 recently developed. I would like the LinkedIn post text and a supporting image suggestion please. This is bd2: https://www. bd2.co.uk/ and you will see our logo and branding here. This is the Eurovinil site we developed: https://eurovinil.it/home/”
Chat GPT came back with the following text for the post as follows and created the graphic below:
We recently designed and developed a new website for Eurovinil — part of the wider Survitec Group. The challenge was to create a platform that worksnot just for one market, but across multiple regions, languages and systems — without losing clarity or usability.
Our approach focused on three things:
- Clarity — structuring complex product and technical information in a way that’s easy to navigate.
- Consistency — integrating with a central PIM system to ensure all product data, certifications and assets stay aligned.
- Scalability — building a multilingual platform that can grow with the business.
The result is a fully integrated, multi-language website built on a shared CMS platform, delivering consistent, accurate product information across all markets. But more importantly — it’s a site that works for its users.
Because in B2B, it’s not just about looking good. It’s about making complex things simple, and useful.
Take a look: https://eurovinil.it/home/
More about us: https://www.bd2. co.uk/
#WebDesign #B2B #DigitalTransformation #UX #AI #DesignAgency #Umbraco
At first glance the Chat GPT result is impressive; it looks professional and is well laid out. However, the Chat GPT suggestion is too long with over use of ‘-’ which is a give-away that the content has been lifted from Chat GPT, the ‘cheesy’ lines are off brand and the tone of voice is wrong. The imagery also contains the following errors:
- Chat GPT found our brand font, but not our logo.
- Chat GPT did not use the correct Eurovinil logo.
- Chat GPT created a new website design which uses some of the right content and has a similar feel but it’s not the actual site.
- Chat GPT used some icons, which we don’t use, and added text which is too small for a Linkedin post.
bd2 intervention
The errors in the imagery and text need a human to spot, and a designer and copywriter to rectify in order to create an accurate and better version, as follows:
bd2 revised post text:
We’ve recently launched the new Eurovinil website, the third Umbraco site delivered for the Survitec Group in under two years.
All group sites are now integrated with the Perfion PIM system, providing a single source of truth for product data (specs, certifications and imagery) delivered across each brand platform.
For Eurovinil, we also delivered a multilingual CMS (IT / EN / ES) and a product led structure designed
for both Italian and international audiences.
The result is a scalable, connected platform with consistent data, shared infrastructure, and brand flexibility.
Visit the project here:
https://www.eurovinil.it
To learn more about bd2: https://www.bd2.co.uk/
#Umbraco #PIM #UX #WebDevelopment #Multilingual
bd2 revised graphic with bd2 and Eurovinil logos swapped for the correct versions, the right website visuals and a simplified and cleaner design:
Unless you're willing to accept whatever AI produces as 'good enough' and are happy to just ignore factual errors, disregard bad design and all those images with a yellow cast, then the solution, we believe, is to keep a ‘human in the loop’; use AI for what it’s good at but involve the appropriate professional skills at the right time. Writing a good prompt is a skill, but it is not the same skill as having a creative visual vision. These are related but distinct creative abilities, and conflating them creates a dangerous misconception. There is a gap between what a designer imagines and what a prompt can communicate to an AI system. We’ve all experienced this when using AI to create an image, which can take several attempts and often results in the ubiquitous AI slop.
As important as the question of quality is one around authenticity, even when AI generated content is technically good, it often lacks 'soul' and therefore credibility which marketer Daniel Latto illustrates:
"We had a strategy call recently with a flooring company. All their adverts were AI-generated - AI avatars,
AI voices, AI visuals - and honestly? It was awful. Not because the technology was bad. Because it destroyed credibility. It felt fake immediately and when people feel something is fake, trust disappears.
Authenticity matters more than ever right now. Especially as AI becomes more common. People are craving realness. Real faces. Real businesses. Real experiences.
And this is the irony. The more fake content floods the internet, the more valuable authentic content becomes.
Now obviously, AI has its place, but AI should support your marketing. Not replace your personality. Not replace your credibility. Because at the end of the day, people still buy from people they trust. And trust is built through authenticity."