AI and typography: how good is it, really?

AI is everywhere now. It seems to be the default for a lot of tasks. It can suggest colour palettes, generate logo concepts, and recommend font pairings in seconds. It's all very smart. Or is it?

You type in a few words, and out comes a page of ready-to-use design options — fast, efficient, and often quite convincing.

But when it comes to typography — the tone of your words, the space between letters, and the visual rhythm of your brand — is AI actually any good?

In my experience, it’s useful, but it’s not trustworthy.

The Illusion of Intelligence

The image above is a case in point. Make absolutely NO sense whatsoever. AI tpography tools often get the mechanics right, but the understanding completely wrong. They know what a sans serif is and understand basic contrast. They can look at thousands of examples and suggest a combination that “works.”

But what they’re doing isn’t design. It’s replication. They’re drawing from datasets, not intuition. Patterns, not purpose.

And here’s the difference: good typography isn’t about what works in general. It’s about what works for you — your tone, your story, and your space in the market. That’s where AI tends to fall flat.

Fonts Carry Feeling

Typography is subtle and emotional. It's one of the most powerful ways your brand speaks before you’ve even uttered a word.

The spacing between letters (kerning), the curve of a descender, and the shape of a lowercase ‘g’ all send signals. They convey playfulness, establishment, refinement, accessibility, technicality, and premium quality. When done right, those signals align with how you want your brand to be perceived.

AI doesn’t pick up on this nuance. It doesn’t know that your clients are mostly older or that your sector values approachability but not casualness. It also doesn’t understand that your tone of voice is sharp but human.

Only a real conversation with a designer who listens, understands, and asks the right questions can guide those decisions properly.

Context Matters — and AI Doesn’t Get It

A font that looks elegant on a wedding planner’s homepage might look weak on a legal practice's site. A bold headline font that works for a brewery might shout too loud for a charity. AI doesn’t get that. It sees aesthetics but doesn’t feel tone.

A Good Designer Looks at Typography Through a Strategic Lens

Who are you speaking to?

Where will this be used — print, screen, or signage?

How does the font align with your wider identity — colours, layout, imagery, and values?

Will it hold up in a year or five?

These are the questions that shape thoughtful, lasting typography.

AI as a Starting Point — Never a Solution

I’m not anti-AI. It has its place. I use it to explore directions quickly or play with contrasts. It’s great for sparking ideas.

But it’s not the final decision-maker. That role is reserved for the human eye. The one that notices something is slightly too heavy or that the font spacing feels rushed. The eye that detects when the typography lacks warmth for the audience you’re trying to connect with.

In the end, design is about judgement and feelings. AI doesn’t have that. It can replicate taste, but it can’t have taste.

Typography is About Trust

When I choose type for a brand, I’m not just picking something that looks nice. I’m thinking about how it feels.

Will it earn trust? Will it last? Does it reflect what you’re about? Does it feel like you?

Those decisions can’t be made by prompts. They’re made through process, reflection, and care.

Want Typography That Actually Fits — Not Just Looks the Part?

I design visual identities that sound like you, feel like you, and support you as your business grows.

From my studio in Prestwick, Scotland, I work with clients across the UK and further afield to craft brand identities that are strategically sound, beautifully executed, and human through and through.

Want to chat? Contact me here.

The Future of Typography in Design

As we move forward, the role of AI in design will continue to evolve. It may become more sophisticated, but the essence of design will always remain human.

Understanding the Limitations of AI

While AI can assist in generating ideas, it cannot replace the creativity and emotional intelligence of a human designer. The subtleties of branding and typography require a deep understanding of context and audience.

The Importance of Collaboration

Collaboration between AI tools and human designers can lead to innovative solutions. By leveraging the strengths of both, we can create designs that resonate on a deeper level.

Embracing Change

As technology advances, embracing change is crucial. Designers should stay updated with AI developments while maintaining their unique creative perspectives.

Conclusion

In conclusion, AI can be a helpful tool in the design process, but it should never replace the human touch. Typography is not just about aesthetics; it's about conveying a message and building trust.

If you want typography that truly reflects your brand, consider working with a designer who understands the nuances of your business. Together, you can create something that not only looks good but also feels right.

Let’s create something amazing together!