Consumer Trust at Stake as Companies Utilize AI-Generated Visuals, Report

A new report from Getty Images encourages businesses to assess the risks of using AI-generated images in marketing campaigns to avoid potential consumer backlashes.

Getty’s Building Trust in the Age of AI report surveyed 30,000 adults across 25 countries through four separate studies between July 2022 and September 2023.

The report revealed businesses that use AI-generated images in their marketing are viewed negatively by consumers if they do not align with their target audience’s views.

Getty’s survey uncovered that 90% of consumers want increased clarity on whether an image used in a campaign was generated by AI, with 76% admitting they’re unable to tell if an image is real.

Almost half (47%) of Getty’s survey respondents said they were nervous about AI.

However, 87% of adults surveyed said they believe it is important for marketing materials images to be authentic.

Nearly 82% of consumers said they were skeptical of the authenticity of content on social media due to manipulated imagery, which Getty said highlighted mistrust around AI-generated visuals.

Younger respondents were among those more open to AI-generated images featured in marketing materials. Getty’s report suggests younger consumers were more open to AI images because they are more familiar with and interested in AI technologies.

Related:Getty, Runway Launch Enterprise Custom Video Generation Service

European-based respondents were more skeptical of AI images compared to other regions, particularly in France, Germany and the Nordics. Getty found Latin American consumers to be more open, with three of four respondents not attributing harm to social media platforms.

The likes of Lego and Dungeons & Dragons publisher Wizards of the Coast drew ire over the past year from social media users over their respective uses of AI-generated artworks.

To avoid backlashes, the report recommends that businesses should balance embracing the AI hype with balancing their audience’s expectations before implementing generative AI into their workflows.

“Businesses across all industries are asking the question, ‘Should we be engaging with AI generated content and if so, how?’” said Rebecca Swift, Getty Images’ global head of creative content. “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.”

Getty took its own advice when it comes to generative AI, opting for a more cautious approach compared to rivals Shutterstock and Adobe. The company banned AI images from its stock image library over potential legal fears.

Related:Meta Develops Invisible Watermarks to Track AI Image Origins

Getty has since warmed to generative AI, launching a suite alongside Nvidia that enables users to create AI visuals with full protection and usage rights.