Consumer Trust Under Threat: The Impact of AI-Generated Visuals on Brand Credibility - Recent Report Insights

A recent report from Getty Images urges businesses to carefully evaluate the risks associated with using AI-generated images in their marketing strategies to avoid potential consumer backlash. The "Building Trust in the Age of AI" report surveyed 30,000 adults across 25 countries through four extensive studies conducted between July 2022 and September 2023.

The findings reveal a significant disconnect between businesses leveraging AI-generated imagery and consumer expectations. Specifically, consumers tend to react negatively when the AI-generated images do not resonate with their values. A striking 90% of participants expressed a desire for greater transparency regarding whether the images used in marketing campaigns were created by AI, with 76% admitting they struggle to discern the authenticity of an image.

Consumer sentiment towards AI is further highlighted by the fact that nearly half (47%) of respondents in the survey expressed apprehension regarding artificial intelligence. Despite this, an overwhelming 87% believe that marketing images should maintain authenticity. This skepticism extends to social media, where approximately 82% of consumers question the genuineness of content due to manipulated visuals, underscoring a broader mistrust of AI-generated imagery.

Younger consumers, however, exhibit a different outlook. The report indicates that millennials and Gen Z are more accepting of AI-generated images in marketing contexts, likely because they are more familiar with and intrigued by AI technologies.

The survey also revealed geographic differences in attitudes toward AI imagery. Respondents from Europe demonstrated greater skepticism, particularly in countries like France, Germany, and the Nordic regions. In contrast, Latin American respondents displayed a more open attitude, with three out of four indicating they do not associate social media platforms with harm.

In recent months, companies such as Lego and Wizards of the Coast faced public criticism over their use of AI-generated artwork, highlighting the potential pitfalls of misalignment with audience expectations. The report advises businesses to strike a balance between adopting innovative AI techniques and understanding their audience's perspectives before integrating generative AI into their content creation processes.

As Rebecca Swift, Getty Images’ global head of creative content, emphasizes, "Successful advertising has always focused on creativity and authentic visual storytelling, irrespective of whether the content is generated through human effort or AI."

In line with this philosophy, Getty has taken a more cautious approach compared to competitors like Shutterstock and Adobe. Initially, the company opted to exclude AI images from its stock library due to potential legal concerns. However, they have since embraced generative AI, collaborating with Nvidia to develop a suite of tools that allows users to create AI visuals while ensuring full protection and usage rights.

For businesses navigating the evolving landscape of marketing and AI, these insights provide crucial guidance on maintaining consumer trust while leveraging cutting-edge technology for creative storytelling.