AI-generated images have come a long way. You can now create an image for a social media post without organising a photoshoot. Need a futuristic office? AI can make one. Need an illustration of a concept? AI can make one. Need a generic lifestyle image for a blog post? AI can probably help. But just because you can generate an image doesn't mean you should.
Where AI images can work well
AI can be useful for conceptual imagery. For example, if you're writing a blog post about artificial intelligence, future technology or a hypothetical scenario, an AI-generated image can help communicate an idea that would otherwise be difficult or expensive to photograph.
It's also useful for:
Concept development
Moodboards
Creative brainstorming
Social media concepts
Illustrations
Abstract concepts
Temporary marketing content
Where AI images can be risky
The biggest problem occurs when you're trying to represent something that actually exists.
Your product exists. Your team exists. Your office exists. Your customers exist. Your business exists… In those situations, using AI-generated imagery can create a disconnect.
Don't use AI to pretend something is real
If you're selling a physical product, customers want to see the actual product. They want to know what it looks like, they want to see the details, they want to know what they're buying.
An AI-generated version might look impressive but ultimately it's advertising something that doesn't exist. That's a problem.
Your customers want to see you
This is particularly important for service businesses. People don't just buy services, they buy trust. Seeing the actual person behind the business can help establish that trust. A professional photograph of you working with a customer is far more meaningful than a generic AI-generated "business owner" image.
AI can also make your brand look generic
AI imagery is increasingly recognisable. When everyone has access to the same tools, certain visual styles start appearing everywhere. If your goal is to stand out, relying heavily on generic AI imagery may have the opposite effect.
Use AI as a tool, not a replacement for everything
There's no reason small businesses shouldn't use AI – it can save time & open up creative possibilities. But think about what the image is actually supposed to achieve. If it needs to represent a real product, person or place, professional photography is usually the better choice.
If you're trying to communicate an abstract idea, explore a concept or create supporting content, AI can be incredibly useful.
The trick is knowing the difference.
