New research from VistaPrint shows small businesses are embracing AI for efficiency, but not at the expense of authenticity, brand voice and human-led design.
While Australian small businesses are increasingly adopting AI tools to streamline design and marketing workflows, new research from VistaPrint shows most still see human creativity as their key differentiator in a crowded market.
The study* found almost half of Australian small businesses (49%) are already using AI in some capacity, including creative tasks. However, concerns around trust and authenticity remain strong, with 68 per cent of SMBs worried that AI-generated content could undermine customer confidence.
Rather than replacing designers or creative input, AI is being used to support hybrid workflows, particularly in early-stage ideation and production efficiency.
According to the research, 32 per cent of Australian SMBs now use AI to generate drafts, relying on human designers to refine, edit and personalise the final output. This blended approach is emerging as the dominant model, allowing businesses to move faster while retaining control over brand tone and quality.
Marcus Marchant, vice president APAC and strategy at VistaPrint Australia, said the findings highlight a pragmatic approach to AI adoption.
“Small businesses aren’t choosing between human or AI creativity; they’re combining both,” Marchant said. “AI delivers speed and access, while human creativity ensures brands feel personal and real.”
AI is delivering measurable efficiency gains, particularly in automating routine tasks and reducing time spent on early design iterations, freeing business owners to focus on strategy, customer engagement and brand development.
As design tools become more accessible, the research suggests creativity itself is becoming more valuable. While 70 per cent of small businesses believe it is becoming easier for brands to look similar as more adopt digital tools, many see this as a reason to double down on storytelling and brand personality, according to the study.
Key findings include:
- 63% of SMBs would pay more for branding that feels handcrafted and human-made;
- 66% of consumers say they would pay more for products from businesses with distinctive, human-led branding;
- 43% of SMBs feel comfortable launching with AI-only branding; and
- 86% expect AI use to increase or remain steady over the next 12 months.
The research also highlights a demand for greater confidence and guidance when using AI tools. Many SMBs want clearer frameworks around human review, creative collaboration and quality control – particularly when brand trust is at stake.
Jason Ross, CEO of Time Under Tension and an AI innovation expert, said creativity will become more important, not less, as AI adoption grows.
“AI is redefining creativity, but the human element remains at its core,” Ross said. “The future will favour those who use technology to explore new ideas while staying grounded in what makes their work feel real.”
For print and design providers working with small businesses, the findings point to a growing opportunity: supporting AI-enabled workflows while reinforcing the value of human-led design, brand differentiation and production expertise.
*The study involved an online survey of 300 SMB owners/co-owners/founders or founders of small or medium‑sized businesses (≤100 employees) currently using AI, sourced via Pureprofile panel, 18–26 Sept 2025 (608 screened).