In focus? The new brand playbook for AI-powered imagery 

A massive 90% of global consumers say they want to know whether an image has been created using artificial intelligence (AI), according to a definitive AI report from Getty Images' VisualGPS research platform which surveyed over 30,000 adults in 25 countries from 2022 to 2024.

And, for marketers, that means understanding how to steer their brand identity through a world questioning truth and trust – and quickly.

As the global head of creative content at the world’s largest visual archive, Getty Images’ Dr. Rebecca Swift knows this only too well: “Successful advertising has always been grounded in creative and authentic visual storytelling. And that’s as true today as ever, whether marketers use human-shot or AI-generated content. Businesses from every industry are coming to us for guidance asking, ‘should we be engaging with AI-generated content? And how?’ Our answer is yes. But it needs to be handled strategically and responsibly.”

Consumers sharpening focus on authenticity

75% of global workers are using AI at work, according to Microsoft’s latest research. For marketers, the often-reported benefits are huge in terms of productivity and creativity.

But the Getty Images Building Trust in the Age of AI report shows that consumers increasingly expect them to be transparent at the same time, especially in industries which depend on high levels of trust such as healthcare, pharmaceuticals, financial services, and travel. 99% say authentic images and videos are pivotal in establishing brand trust. But people are worried about being duped with 76% saying ‘it’s getting to the point where I can’t tell if an image is real’.

Swift advises: “Brands need to move beyond the AI hype to understand consumer expectations so they can build trust and ultimately drive engagement and action. That’s one of the reasons why we’ve pulled together 30,000 global consumer perspectives on this issue. In-house, we’re using them to inform our creative shoots, custom content work and generative AI tools and services. These insights are at the core of the visual content expertise we offer our customers to support them in understanding if, when and where to use this content in their marketing mix.”

Cameras, lights, action?

Commercial safety was the number one concern that brands voiced to Getty Images when the world leading content creator and marketplace was building its AI tool. Swift explains: “We want to empower brands to use AI where it makes sense in their visual mix and that’s why we partnered with NVIDIA to build a tool trained solely from our vast library of permissioned, creative content.”

“That means it can’t produce images which infringe on IP or personal likeness, giving marketers the reassurance they need to use it commercially. It was also very important to us that the creators whose work went into training our tool are compensated, which we do in an industry leading model on an annual recurring basis,” she says.

For brands wondering how to integrate this technology into their creative workflow, the key is to be guided by their overarching visual strategy, then think about the campaign purpose and its target audience. Swift says: “If your campaign is focused on portraying real, authentic moments, AI-generated content likely isn’t the right fit.”

Get in the frame

But for those marketers who want to reap the benefits of using AI-generated imagery while avoiding its risks, Swift has four tips to getting it right:

1. Learn the art of prompting

Prompts are at the core of AI‑driven creativity. The right prompt with the right tool can turn a simple idea into a powerful visual that truly captures your creative vision. It’s not just about what you want to see; it’s about understanding how to communicate that vision to the AI tool in a way that yields the best results and ultimately create the right image for what you need. Speaking of prompts…

2. Capitalize on gen AI’s strengths

Generative AI is great at visualizing hard to represent topics and concepts. Have some fun trying out contrasts and juxtapositions such as ‘nature in the city’ or ‘urban jungle’. Test out your prompting skills around specific textures and colour palettes to create something truly attention-grabbing.

3. Use authenticity as your key filter 

AI-generated depictions of non-human subjects are perceived as less misleading than those featuring people or real products, according to the Getty Images research. If you opt for using AI-generated content, consider labeling it, so your audience feels you’ve been transparent with them.

4. Understand what tool you’re using

Not all generative AI tools are created equally. They’ll all ignite creativity, but if you’re looking for imagery you can use in commercial work, some are safer to use than others. Choose one that’s 100% commercially safe to use, is trained exclusively off permissioned content and offers indemnification on every image.

For more insights and advice into what an AI-powered future holds for your brand’s visual identity, visit Getty Images.