Adobe Says Brands Need a Clear Point of View to Stand Out

As AI tools give every business access to similar insights and content suggestions, marketers face a growing risk: sounding just like their competitors. Adobe’s newest research report tackles this challenge head-on, surveying 850 small business owners and solopreneurs in the U.S. to understand how they use AI tools and view the role of branding in an AI-driven landscape.

Most SMBs Use AI, But Still Edit Heavily

The study found that the majority of small businesses have adopted AI tools in some form, though nearly half of SMB owners said they heavily edit AI-generated content before it goes live. This signals a growing awareness that unedited AI output can feel generic — and a determination among business owners to keep their content personal and authentic.

Adobe’s data backs this up: nearly four-fifths of small businesses agreed that having a clear point of view isn’t just good branding, it’s what makes people follow them, while roughly a third would rather post nothing at all than publish something that doesn’t sound like their brand.

Consistency Beats Access to the Same Tools

More than half of respondents, 56%, agreed that when everyone has access to the same tools, the competitive edge goes to whoever has the best taste. Adobe suggests SMBs anchor their marketing in a clear mission or purpose statement to maintain consistency across content. Interestingly, the report also found that around 63% of respondents said they second-guess their own design and content decisions — suggesting many business owners already have strong instincts but lack confidence in trusting them.

Ultimately, Adobe’s takeaway is simple: in an AI-saturated market, individuality — not automation — is the real differentiator.