Nearly 90% of Consumers Want Transparency on AI Images finds Getty Images Report

Built off nearly three decades of visual consultancy, Getty Images’ "Building Trust in the Age of AI" report outlines crucial guidance for brands grappling with the question: Should I be using Generative AI, and if yes, how and when?

• People don’t want to feel that they have been fooled or lied to - 98% of consumers agree that 'authentic' images and videos are pivotal in establishing trust
  
• Industries with high levels of consumer trust such as healthcare/pharmaceuticals, financial services, and travel are increasingly expected to be transparent
• People feel less favorably towards brands that are using AI generated visuals to create people or products
  

NEW YORK, April 30, 2024 (GLOBE NEWSWIRE) -- Getty Images (NYSE: GETY), a preeminent global visual content creator and marketplace, has today released the report "Building Trust in the Age of AI." This groundbreaking study aims to empower marketers and communications professionals by providing data-driven insights into the integration of AI generated content within marketing and communications strategies.

Supported by the company’s cutting-edge visual and creative intelligence platform, VisualGPS, the report draws from the global perspectives of over 30,000 adults in 25 countries from 2022 to 2024. It offers valuable insights into consumer attitudes toward AI-generated content in advertising, its impact on brand trust, and key factors that distinguish exceptional visual content, irrespective of whether it is captured by humans or generated by AI.

One of the central findings of the report is the critical importance of authenticity and trust in consumer engagement with brands employing AI-generated imagery, with almost 90% of consumers globally wanting to know whether an image has been created using AI. This focus on authenticity emphasizes the importance for brands to thoughtfully consider how to incorporate AI-generated images into current workflows.

Dr. Rebecca Swift, Getty Images’ Global Head of Creative Content, commented: “Businesses across all industries are asking the question, ‘should we be engaging with AI generated content and if so, how?’ Successful advertising has always been grounded in highly creative and authentic visual storytelling – and this remains as true today as ever, regardless of whether a brand chooses human-shot or AI-generated content. Our report serves as a compass for brands wanting to move beyond the hype and deeply understand their audience’s expectations so they can speak to them with the right content in the right channels, building consumer trust and driving meaningful action.”