In the age of generative artificial intelligence (AI), creating brand assets for your team or company is as easy as quickly typing a simple text prompt. Despite the increased convenience, a new report shows that doing so may not be in your best interest.
Getty Images on Tuesday released its latest VisualGPS report, “Building Trust in the Age of AI.” This report focuses on perspectives from more than 30,000 adults in 25 countries from 2022 to 2024 to provide insights into the use of AI-generated content in marketing.
Related Article: Best AI Image Generators of 2024: Tests and Reviews
The report found that people overwhelmingly crave “authentic content,” with 98% of consumers agreeing that authentic images and videos are critical to establishing trust. 87% shared that they think it's important for images to be authentic, and almost 90% said they want content. To know if an image was generated by AI.
The definition of “authentic” varies from person to person. According to the report, consumers around the world define “authenticity” in at least three ways: “something authentic that expresses one’s true thoughts, feelings, and experiences, and that is not fake or counterfeit. , and one that is sincere and honest.”
These explanations suggest that images generated by AI should not be avoided. Rather, the report highlights that companies should take a prudent approach to the use of synthetic images, and that some companies have more to lose than others.
The report provides four guidelines for marketers and communicators to keep in mind when using generative AI. It's about knowing your audience and intent, using AI as a tool to replace human creativity, focusing on authenticity, and understanding the data that AI tools use. I was trained in
Related article: Adobe includes AI-generated images in 'commercially safe' Firefly training set
For example, industries such as healthcare, pharmaceuticals, financial services, and travel have higher expectations for trust and transparency between businesses and consumers, and are implementing AI imagery, including labeling synthetic content itself. It is especially important to be cautious. In doing so, the report states, they can better protect the integrity of their relationships with customers.
Additionally, if your campaign uses authenticity as a theme, for example, emphasizing real people and real connections, the report shows that AI-generated content may not be the best fit. The study also found that AI-generated representations of non-human elements are considered less deceptive than synthetic representations of people or products.
Also: Sorry, you can't disable Facebook's Meta AI tool. However, here's what you can do:
Finally, the report reminds marketers that generative AI tools have no knowledge of what's happening in the real world beyond what the dataset was trained on, and as a result, they can't replace human creativity. It reminds us that it cannot, and most importantly, should not replace human creativity. And touch.
What does this mean for businesses trying to find the best path forward? There are many tools on the market to choose from to suit different needs. For example, if you want to make sure the images you use are commercially licensed, you can use Getty Images or Adobe Firefly's Generative AI (though Adobe's recent fallout is worth considering) . First, decide whether AI-generated images make sense for your particular campaign, then think carefully about how you'll use them.
