PINELLAS COUNTY, Fla. — Just how effective are those AI-generated ads and flyers popping up on social media?

As more local businesses turn to artificial intelligence to market themselves, branding experts say the technology can save time and money, but it may not replace the human touch.

Philip Whittam, CEO of Green Grass Revival, provides lawn and yard maintenance across parts of Pinellas County.

While the work outside takes plenty of sweat and equipment, Whittam is turning to artificial intelligence to do some of the heavy lifting behind the scenes.

“It’s easy, takes seconds. It’s unbelievable, I love it,” said Whittam.

He uses AI to create flyers, then posts them on social media to promote his business.

Whittam said the results speak for themselves.

“I post them out there on social media and I get the jobs. The phone keeps ringing; I don’t mind that,” he said.

But AI isn’t just changing how small-business owners market themselves. It’s also changing the way professional marketing agencies work.

At Pyper Inc Branding and Marketing in Saint Petersburg, employees use AI to help automate some of the creative process. But the agency said there’s still a limit to what AI can do, especially when it comes to developing a distinctive brand and voice.

“In the moment, I think what a lot of people are saying, ‘I need a flyer that has these six pieces of information. Here are two of my colors in my logo,’ and it’s generating that without the oversight of thoughtful, strategic human craft,” said Lindsay Petty Wattam, vice president and Partner for Pyper Inc. Branding and Marketing.

Wattam said some clients have experimented with AI on their own, while others still want the expertise of a marketing professional.

“My question is, if you’re using a marketing tool put out by say, your point of sale system, and other businesses in your industry use that system and use the same tool and if it is being driven by AI, how differentiated are you being compared to your competitors?” she said.

Whittam said that artificial intelligence offers him enough choices to individualize his business while saving him time and money.

“It will give you options of different things and look at all the other things that have been made in the area, and it makes it different. So it stands out, it’s different to everybody else’s,” Whittam said.

Whether businesses go it alone with AI or turn to marketing professionals, both sides agree the technology is quickly reshaping the industry and how companies compete for customers.

Those changes could have an impact on jobs.

The U.S. Bureau of Labor Statistics projects employment for graphic designers will decline 2% from 2025 to 2035.

The agency said that’s because automated design tools will reduce the need for workers.