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AI Meets Accessibility: Tech solutions for real-world challenges

As Generative AI tools become more widely available, their potential to support disabled people is starting to receive long-overdue attention. While much of the public conversation has focused on productivity and automation benefits more widely, these technologies are quietly reshaping accessibility, offering meaningful support for people who have historically been excluded from full participation in digital life.

More than 1.3 billion people live with some form of disability, according to the World Health Organisation. In the UK, that figure is estimated at 16 million, or around a quarter of the population. Despite advances in inclusive design, many digital services remain difficult to access, especially for people who rely on screen readers, need simplified content, or process information differently. AI isn’t a simple silver bullet, but it is helping to bridge these gaps. And, as with any tool, the way it is applied will determine whether it delivers real progress or simply reinforces existing barriers, as Léonie Watson (pictured), Co-Founder at TetraLogical explains…

A new way to engage with information
For many neurodivergent people, consuming large volumes of information can be a real challenge. Long reports, academic and administrative documents are often difficult to process due to issues with focus, language, or executive functioning.

Generative AI offers ways to simplify this experience. It can help by condensing documents into clear summaries, rephrasing ideas into plain language, and responding to follow-up questions to clarify areas that weren’t fully understood in the first instance. This turns reading into an active process where users set the pace and shape the content around their own needs. In an era of constant overstimulation and information overloads, this kind of personalisation is fast becoming essential for many.

Improving access for blind and low vision users
People with visual impairments and low vision face persistent barriers online, especially when content isn’t designed with accessibility in mind. PDFs are a notoriously common problem: many are scanned images or contain layouts that are inaccessible for screen readers. AI tools can now extract meaning from these formats, summarising content and presenting it in more digestible forms.

AI also enables ad hoc image description. Whether it’s a photo, or a diagram with no alt text, users can request a detailed summary of what is shown. This extends to everyday content such as restaurant menus, infographics and social media posts, or, put simply, areas where accessibility is often overlooked.

Seeing the world in real time
Some of the most exciting developments are happening in real-time visual description. AI tools built into smart glasses or mobile apps can now analyse a live video feed to provide instant feedback about the user’s surroundings. For blind or low vision users, this could mean identifying objects in a room, reading signs while navigating, or simply having a better understanding of what is going on around them in a social setting. There are still challenges here, particularly around battery life, privacy and consistency. But as the technology improves, so too does its potential to support greater independence.

Opportunities and Limitations

Despite their promise, AI tools should not be seen as a replacement for inclusive design. Nor should their outputs be taken at face value. AI systems can and do make mistakes: image descriptions can include hallucinations with confident but incorrect details, and document summaries may contain factual errors or even fabricated content.

This means users must approach AI outputs critically and treat AI as a helpful assistant, not a final authority. For some, this adds a layer of digital literacy to the accessibility equation. For designers and developers, it’s a reminder that AI should support, but not sidestep, the core principles of accessibility.

Designing with care

The role of AI in accessibility is likely to grow, but only if it’s developed and applied with care. Recent UK research found that over a third of disabled people are concerned they will be left behind as AI becomes more widely used in healthcare and public services. Many also fear that if disabled people are not involved in the design process, these tools will fail to meet their needs.

When the dust settles on the hype around AI, it will not be just about what this technology can do, but also about who it is built with, and how it is made available. Used thoughtfully, AI can support greater equity. But it must be developed alongside a commitment to accessible standards, inclusive practices, and real user involvement.

Put simply, inclusion doesn’t happen by accident. It takes planning, listening, and a willingness to challenge assumptions. AI can help open doors, but it’s up to us to make sure everyone is invited in.

September 2025 is Digital Signage Month on Digital Marketing Briefing – Here’s how to get involved!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in September we’ll be focussing on Digital Signage solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Digital Signage and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Here’s our features list in full:-

Sept 2025 – Digital Signage
Oct 2025 – Printing
Nov 2025 – Creative & Design
Dec 2025 – Online Strategy
Jan 2026 – Content Management
Feb 2026 – Lead Generation & Tracking
Mar 2026 – Email Marketing
April 2026 – Digital Printing
May 2026 – Social Media
June 2026 – Brand Monitoring
July 2026 – Website Analytics
Aug 2026 – Conversion Rate Optimisation

YouTube’s curbs against low-quality ‘AI slop’ welcomed

YouTube is preparing to update its rules to prevent creators from flooding the platform with ‘AI slop’, with one expert with experience of managing output on the platform for the likes of BBC, Red Bull and KSI welcoming the move.

The platform’s new monetisation guidelines take a stance against low-quality, AI-generated content by imposing curbs on mass (AI) produced content.

Molly McDonald, founder of Blue Door Productions, said: “YouTube’s new policy helps guard against the risk of AI use because it ensures human responsibility and oversight.

“Not only that, but it also protects the time, effort, and creativity that genuine creators invest in their content. Reducing AI-generated content supports those who truly power the platform – real people crafting original work.

“By discouraging AI use, we’re not just setting a standard; we’re standing behind the creators who make the platform valuable.”

YouTube isn’t banning AI use, but it now requires creators to contribute meaningful human input like commentary and creative editing if they want to make money from their content.

McDonald added: “Of course, AI is a great tool for the industry and can be an incredibly useful aid with script writing, editing, and even to an extent generating content, but it’s important to not to overuse or become dependent on it.

“The mass automation of creative jobs would inevitably lead to low quality content that would hurt professional creatives – the very people who made YouTube what it is today.

“The bottom line is, the human experience cannot be replicated; the authentic, the nuanced, the emotional depth, that as creators is irreplaceable and builds trust and cultural value.

“Overall, as people we want human connection. So, by protecting authenticity in its content, YouTube is actually future-proofing its own success.”

OPINION: AI isn’t your problem. Lazy marketing is

“AI is coming for your job.” If you work in marketing, or any industry really, you’ve probably heard that phrase more times than you care to count. But is AI really the threat everyone’s making it out to be? Gemma Spinks, Director of Spinks Creative, explores why the real risk facing brands today isn’t AI, it’s apathy. While AI might be rapidly changing the marketing tool portfolio, it’s lazy, thoughtless execution that’s doing the real damage. Too many brands are letting technology replace their creative thinking and drowning in a sea of mediocracy and complacency…

The Rise of Lazy Marketing

We see it on a daily basis these days. Content that reads like it was scraped from a competitor’s website. Ads that could’ve been written by a chatbot. Social media posts so generic they could apply to any brand, anywhere.

Yes, AI has made content creation faster and easier. But that’s not always a good thing. While productivity may have increased, we can’t always say the same for quality. In fact, the flood of AI-generated content is actively diluting many brands’ identities.

A 2025 Gartner report found that 70% of B2B buyers can now “immediately tell” when content is AI-generated. And that impacts the trust they have in that brand, with almost half saying they would avoid further engagement with that brand as a result. For many brands, it might be time to rethink their AI strategy to save it from costing their business in the long run.

 AI Isn’t The Problem. How You’re Using AI Is.  

The power of AI is immense, with new applications cropping up every day. So it’s here to stay, and ignoring it isn’t an option. But it’s also not a replacement for human creativity, and it shouldn’t dictate your strategy or apply the overarching insight you need.

The Content Marketing Institute recently found that top-performing marketers are three times more likely to combine AI tools with a clearly defined content strategy and a distinct brand voice. By contrast, teams relying solely on AI without human oversight were twice as likely to report poor engagement across channels.

In other words, AI is a power tool. But without direction and human input, all it builds is noise.

Personalised AI Is the Game-Changer

This is where most brands are getting it wrong: they’re using generic AI tools in generic ways. But the real opportunity lies in personalising your AI. Custom GPTs and bespoke AI assistants tailored to your business, tone of voice, customer data, and brand strategy are where things start getting interesting.

Custom GPTs allow businesses to create tools that know them; how they speak, who they speak to, and what matters to their customers. The result? AI-generated content that’s actually aligned with your brand voice and business goals. This isn’t about spitting out blog posts or Instagram captions. This is about using AI to support strategic thinking, power better creative briefs, and even act as an extension of your internal team.

This level of personalisation means you’re no longer settling for content that could’ve been written for anyone. You’re creating messaging that’s informed, on-brand, and relevant.

AI becomes not just faster, but smarter.

Quality over Quantity

Your audience can spot AI content a mile off. They know when your messaging is recycled.

According to the latest Edelman Trust Barometer, 82% of decision-makers in B2B buying journeys now prioritise “authentic communication” over content volume. The old cliche is true: quality reigns over quantity. And add mediocrity into that mix, and your audience will just tune you out.

Your audience will engage with how you show up, not how frequently you churn out generic content.

What This Means for B2B Brands 

If you’re operating in the B2B space, the challenge is even greater. You’re building trust, expertise, reliability, and relationships – automated average content won’t achieve that.

Your competitors are already using AI, so how do you get the edge on them? It’s about how you implement AI into your content strategy.

  • Are you using AI to save time, or to say something better?
  • Are you asking it to write for you, or inspire you?
  • Are you just publishing more, or saying more?

AI should enhance your human insight and expertise, not attempt to replace it.

Lazy Marketing Is The Real Threat

The future of marketing doesn’t belong to the bots. It belongs to the brands that can use AI to enhance their own creative thinking, research, and expertise. It’s not a replacement for creative marketing.

For those looking for lazy marketing and generic content that doesn’t cut through the noise? AI is your perfect shortcut.