Nearly 90% of Consumers Want Transparency on AI Images finds Getty Images Report - Seite 2

To help brand professionals and business leaders in navigating AI generated content creation, Getty Images’ report "Building Trust in the Age of AI" outlines the following key considerations:

• Is AI the right tool for your campaign?
  Reflect on the core message of your campaign and carefully evaluate which type of imagery (AI-generated, UGC, pre-shot), including the format (image or video), aligns with its objectives. The report revealed that 98% of consumers agree that 'authentic' images and videos are pivotal in establishing trust, indicating that where trust is the key aim, pre-shot content may perform better in engaging consumers.
  
  VisualGPS also revealed, given the high levels of trust and expectations associated with industries such as healthcare/pharmaceuticals, financial services, and travel, they are increasingly expected to be transparent so a thoughtful approach to content types will protect your consumer relationship.

• AI is a tool, not a replacement for creativity
  From prompting highly conceptual image outputs to crafting a full campaign with human-shot visuals from scratch, creativity remains indispensable in connecting with consumers, especially amid growing distrust and visual saturation - in fact, 76% agree ‘It’s getting to the point where I can’t tell if an image is real’. Generative AI tools can only access what has been, not react to the present or future—or consider how people currently feel about a brand or product. Human creativity continues to be paramount in forging that connection.
  

• Keep authenticity and transparency in focus
  According to VisualGPS research, people define 'authentic' as 'real' or 'the real thing', followed by 'true' or 'truthful', with 87% of respondents considering it important for an image to be authentic. The research also revealed that AI-generated depictions of non-human subjects were perceived as less misleading than AI-generated images featuring people or real products. If authenticity is a focal point for the campaign, consider using high-quality pre-shot images and videos to connect with your audience. If you opt for using AI-generated content, particularly if featuring people, consider labeling that content so your audience feels you have been transparent with them.