Some world-renowned brands have faced backlash for missteps in this area. AI allows businesses of all sizes to create visuals faster and more affordably than ever before, but is it the right fit for every marketing campaign? iStock’s Jacqueline Bourke explains.

According to iStock’s research platform VisualGPS, 60% of SMBs globally are sourcing and creating their own visual content in-house. Tempted by the promises of efficiency and productivity, small and medium-sized businesses (SMBs) are now grappling with the question: Should they incorporate AI-generated images into their marketing strategies? And if so, how can they do it effectively?

To help you make the right decision, here are some pointers on how AI-generated images can impact marketing efforts, when to use them, and the best practices to ensure brand authenticity and trust.

Are AI-generated images really beneficial for SMBs?

AI-generator tools offer a fast, cost-effective way to create visuals. This can be beneficial for SMBs looking to create unique content but lacking the resources for in-house designers or expensive agencies.  Text-to-image AI allows businesses to create images that match their needs and vision, without the time and budget constraints of traditional design processes.

However, the key is knowing when AI-generated images are the right fit. While they offer creative freedom and efficiency, businesses must consider how these images align with their brand message and marketing goals, and make sure they avoid the legal risks that can come with some freely or commercially available tools.

When should SMBs consider using AI-generated images?

It all depends on the campaign’s goals. AI-generated images are good for creative experimentation, particularly when businesses need visuals quickly or want to explore new design possibilities. For example, if a business is building a new website and needs various marketing visuals fast, AI can help create different versions of an image with minimal effort.

That said, if authenticity and trust-building are at the core of your brand or campaign, using stock images – or video – that feature real people and reflect genuine experiences may be more effective. Data from  VisualGPS  shows that 97% of British people agree that 'authentic' images and videos are pivotal in establishing trust.

How important is transparency when using AI-generated images?

Transparency is essential. VisualGPS  revealed that 87% of British consumers want to know when an image is AI-generated, and that number shouldn’t be overlooked. This is particularly important for SMBs, as they often rely on building close relationships with their customers. Labelling AI-generated images clearly is a simple step that can go a long way in fostering trust. Also, if you want to show real people or real products, consider choosing stock imagery over AI generated imagery to avoid your audience feeling misled. When people understand that you're being upfront about the use of AI and in which scenarios, they are more likely to engage with and trust your brand.

How can SMBs maintain that balance between using AI and preserving authenticity?

It’s all about finding the right mix. Authenticity has always been the cornerstone of effective marketing and this won’t change anytime soon. While AI-generated images offer flexibility and speed, they can sometimes lack the human touch that real-world visuals convey. That’s why it’s important to balance AI generated content with human-shot content. Think of AI-generated imagery as another type of imagery to be used interchangeably with stock content as the project requires. Start with your brand values and what you want to convey to your audience and work back from there. 

What legal considerations should SMBs keep in mind when using AI-generated images?

Legal safety is a significant factor to consider. It’s crucial for SMBs to choose AI tools that safeguard them against the risk of using images that, without their knowledge, include legally protected elements, especially when it comes to copyright and intellectual property rights. These include known people (i.e. celebrities), known places (i.e. travel destinations), and works of art or architecture.

The majority of AI image generators out there are not safe for commercial use or don’t produce images cleared for commercial use, which can pose risks for businesses. SMBs should ensure they are using AI platforms that produce royalty-free images that are commercially safe and offer legal indemnification.

 How should SMBs start using AI-generated images?

Start small and test the water. Use AI-generated images for projects where speed and experimentation are the priorities – like social media posts or email campaigns. As you become more comfortable with the technology, you can start integrating AI into larger campaigns, always keeping transparency in mind.

Finally, blend AI imagery with real-world content. Use it to enhance your marketing, not replace the human elements that make your brand relatable and trustworthy. Also, don’t forget about video! Despite the immense potential within the realm of video content, a mere 11% of SMBs and SMEs are currently using video. In contrast, a staggering 82% of people find inspiration in videos on platforms such as YouTube, TikTok, and Instagram.

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