Northern Ontario perspectives differ on AI’s place in small business marketing

Northern Ontario perspectives differ on AI’s place in small business marketing

'I barely have any money leftover in order to pay towards additional photography marketing,' says bakery owner

A social media debate over artificial intelligence has sparked a broader conversation about how small businesses in northern Ontario market themselves.

Victoria Savage, owner of Rustic Rebel Sourdough located in the Greater Sudbury community of Capreol, recently defended her use of AI-generated images after receiving criticism online.

"We don't have thousands of dollars to spend making food that will never be eaten just for the perfect photo, or hiring agencies to create polished advertising," she wrote in a Facebook post Monday.

The post generated hundreds of reactions and dozens of comments, with some people supporting her use of AI and others saying they would rather see local businesses hire local artists and designers.

Savage said she primarily posts photos she has taken herself and only uses AI to promote products before they are available.

"The only time I've really used [AI] is to promote something that is coming, to give a hint, a teaser of what's to come," she said.

One recent post featured AI-generated images of breakfast and lunch sandwiches she planned to begin selling at the bakery.

Savage said she was disappointed by some of the reaction online and that hiring photographers or designers is not financially realistic for her business.

"At this time in my business, every penny counts. And if I have to utilize a tool that's going to save me money, save me time, I'm going to utilize it. It only makes sense," she said.

Stephanie Hrechka, a graphic design professor at Cambrian College in Sudbury and co-owner of Side Eye Press, said she understands why some small business owners turn to AI.

"I think it speaks a lot to kind of how a lot of small businesses may be feeling. We have been in a stagnant economy and it can start to feel a little straining money wise," she said.

But Hrechka said she believes AI-generated marketing can work against the authenticity many customers expect from small businesses.

"When someone sees that, they might be like 'Oh, that feels a little bit disingenuous to who you are. What else could be disingenuous about your brand?'" she said.

Hrechka said businesses without the budget to hire a designer shouldn't assume AI is their only option and instead try doing the work themselves.

"It doesn't feel like something that I would be invited to personally versus [something] written by hand," she said.

"So for the folks that may feel like [AI] is actually going to bring in more customers and then bring in more people to come into their business, I would just like to say that I would think the opposite."

Faith Greco is a news reporter for CBC Sudbury, covering northern Ontario. You can reach her at faith.greco@cbc.ca and on her Twitter account @FaithGreco12.