New research from VistaPrint reveals that while Australian small businesses are embracing AI to streamline design and marketing, they still see human creativity and input as their defining edge.
In an era of automation, small and medium business (SMB) owners say distinctiveness, the creativity, story, and emotion behind their brand, remains essential to customer trust and connection.
AI and Human Creativity: A Dynamic Partnership
Almost half of Australian small businesses (49%) are already using AI in some capacity, including creative tasks. SMBs see human creativity as central to customer trust, with 68% worried that AI‑generated content could undermine it. AI is delivering meaningful efficiency gains for many SMBs, particularly through task automation and reducing inefficiencies.
Hybrid workflows are fast becoming the norm, with 32% of Australian SMBs using AI for drafts and relying on human designers for refinement, showing that collaboration between people and technology delivers the best creative outcomes.
“The small businesses we work with aren’t choosing between human or AI creativity; they’re combining both,” said Marcus Marchant, VP APAC & Strategy, VistaPrint Australia. “AI gives them speed and access, while human creativity ensures their brand feels personal and real. The future of design belongs to those who bring both together.”
The Human Premium
The rise of AI design tools is making creativity more valuable than ever. In a world where design is faster and cheaper, exceptional design that reflects a clear vision, local context, and human nuance stands out.
VistaPrint’s research shows the growing value SMBs place on authenticity and craftsmanship in an increasingly automated landscape.
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63% of SMBs would pay more for branding that feels handcrafted, and human made
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66% of consumers say they would pay more for products from businesses with distinctive, human-led branding
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68% of SMBs worry customers would trust them less if content is AI-generated
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43% feel comfortable launching with AI-only branding
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86% expect AI usage to increase or hold steady over the next 12 months
While 70% of small businesses say it is becoming easier for brands to look similar as more adopt digital design tools, many see that as a call to double down on their distinct story and personality, combining AI with human creativity to stand out.
Read also: Unlocking Opportunity: Why Spatial Data Matters for Government Service Delivery
Supporting Every Stage of the Creative Journey
Many small business owners say they want more confidence when using AI design tools, including guidance, human review, and creative collaboration.
With AI design tools and customisable templates, supported by expert design guidance, VistaPrint helps small business owners bring their ideas to life from the first prompt to the finished print.
The Future of Creativity
As technology and AI become part of everyday design, small businesses are redefining what creativity means. With the right mix of smart technology and expert design support, businesses can create branding that is not just efficient but genuinely memorable.
“AI is redefining creativity, but the human element remains at its core,” said Jason Ross, CEO of Time Under Tension and an AI innovation expert. “As AI becomes part of everyday design, creativity will matter more, not less. The future will favour those who use technology to explore new ideas while staying grounded in what makes their work feel real and human.”
Top 4 Tips for SMBs Adopting AI
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AI is a tool, not a replacement. When used strategically, it doesn’t dilute your brand, it amplifies the genuine, human connection your customers crave. Use these three rules to leverage AI for efficiency while keeping your authentic voice front and centre.
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Automate the Ordinary: Let AI handle repetitive tasks (drafts, scheduling, research). This frees your time for strategic, human-powered work like crafting unique direct mail and personalised customer experiences.
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Be the Final Editor: AI gives you a draft; you provide the voice. Always use human oversight to inject your unique tone, passion, and industry knowledge. Make sure it sounds like you, not a template.
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Find the Right Fit: AI isn’t one-size-fits-all. Experiment with different tools for copywriting, design and data until you find the one that allows for deep customisation and perfectly aligns with your brand.
Marcus Marchant
As an expert in digital transformation with a focus on companies that service small business, Marcus Marchant’s career to date has spanned industries from banking, telco and insurance.
Marcus’s experience working with small businesses began in banking and finance. He served over 8 years at CitiBank in a multitude of roles culminating in Head of Customer Strategy, leading the bank's customer experience transformation and cultural change programs. He went on to hold the positions of Director of Digital & Onboarding at Optus and Group Chief Digital & Innovation Officer at QBE Insurance where he was responsible for both companies digital transformation and optimization of SMB experience.
Passionate about small business, Marcus has seen success with his own small business, founding men’s swimwear brand, Bondi Joe. Aiming to reinvent the category and service men who have outgrown surf brands but are too young for older fashion labels, his side hustle has taken social media by storm and is now stocked in stores in Australia around Australia and the USA.
In addition to his role at VistaPrint, Marcus sits on the board of RESULTS, a Not for Profit sector that influences government foreign aid towards health projects that reduce poverty. This passion to aid others sits at the core of his philosophy and remains a key component of his leadership at Vistaprint.
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