Design has always been about more than just visuals — it’s about connection.
The arrival of generative tools like MidJourney, Canva’s AI features, and Adobe Firefly has radically changed how visuals are created. A single prompt can now produce professional-looking campaign imagery in seconds.
For charities with limited budgets and stretched comms teams, this seems like a gift. But the impact isn’t straightforward. Fast design comes with both opportunities and risks, and the choices charities make now will shape how supporters see them in the future.
Speed, scale, and experimentation
There’s no denying the advantages. AI allows small teams to:
Generate mockups instantly – useful for pitching or internal approvals.
Explore campaign variations – testing styles, colours, and layouts at speed.
Reduce reliance on stock photography – moving beyond cliché imagery of “smiling children” or “hands holding hearts.”
This speed can open up experimentation. Instead of spending days developing a single look, comms teams can review 10–15 concepts in an afternoon.
That’s powerful. But power without direction risks chaos.\
The risks of over-reliance
Relying too heavily on AI in design brings problems:
Homogenisation – because AI models are trained on existing datasets, they tend to produce visuals that feel familiar and generic. Instead of standing out, campaigns risk blending in.
Ethical issues – synthetic people and places raise questions of dignity, representation, and consent. Supporters may not respond well if they feel “tricked” by images that aren’t real.
Brand inconsistency – AI doesn’t inherently understand brand guidelines. Without human art direction, colours, typography, and tone can drift, weakening identity.
For charities, where trust is central, these risks are more than aesthetic. They go to the heart of credibility.
The Role of Human Creativity
This is where human designers matter more than ever. Their role isn’t diminished by AI — it’s elevated.
Designers bring:
Curation – choosing which AI outputs align with the brand.
Critique – spotting when visuals misrepresent or over-simplify.
Context – ensuring images fit the campaign strategy and emotional tone.
In other words, AI can generate visuals, but humans decide what’s right. Without that, campaigns risk visual clichés, cultural missteps, or a loss of authenticity.
Practical Guidance for Charities
So how can charities embrace AI responsibly? A few guidelines:
Use AI for ideation, not final assets. Let it help you think wide, but don’t rely on it to deliver campaign-ready visuals.
Audit outputs for authenticity. Always check: does this image reflect the lived experiences of the people we support?
Keep brand identity strong. AI should be used in service of your design system, not as a substitute for it.
Be transparent where needed. If AI imagery is used, consider how to communicate it openly to maintain trust.
AI makes it easier than ever to generate visuals. But easier isn’t always better. For charities, the aim isn’t to produce more images faster, it’s to tell stories that resonate and inspire action.
That requires judgement, empathy, and creativity. Machines can generate. Humans can connect.
At Yarn, we help charities strike that balance using AI where it adds value, but ensuring every piece of design remains distinctive, ethical, and true to brand.
Because in the end, design for good isn’t about looking polished. It’s about being human.