AI-generated images have become a tempting solution for brands looking to cut costs and speed up content creation. With tools like DALL-E, Midjourney, and Stable Diffusion producing visuals in seconds, it’s easy to see why businesses might lean on this technology.
But while AI-generated images offer convenience, they come with significant drawbacks that could harm your brand’s reputation, creativity, and long-term success. Below, the 99social team explores should think twice before replacing human creativity with algorithmically produced visuals.
Lacks originality
AI image generators are trained on vast datasets of existing artwork, photographs, and designs. While this allows them to mimic styles, it also means they’re inherently unoriginal. The output is a remix of what already exists—not a fresh perspective. This poses a problem for brands: How do you stand out if your visuals are derived from the same pool of data as your competitors?
Consider the homogenization of design trends. When everyone uses the same AI tools, campaigns begin to look eerily similar. Generic “corporate-friendly” illustrations or soulless stock-style photos might save time, but they won’t differentiate your brand. Authentic storytelling requires nuance, emotion, and intentionality; qualities AI struggles to replicate. A human designer, on the other hand, can infuse your visuals with purpose, cultural relevance, and originality that resonates with your audience.
Legal and ethical concerns
The legal landscape surrounding AI-generated images is murky at best. Most AI models are trained on copyrighted images scraped from the internet without consent, credit, or compensation to original creators. This has sparked lawsuits, such as Getty Images’ ongoing case against Stability AI for allegedly using millions of copyrighted photos to train its model. If courts rule against AI companies, brands using these tools could face legal risks for distributing infringing content.
Even if litigation doesn’t directly target end users, the ethical implications are hard to ignore. By using AI-generated images, brands indirectly support a system that devalues human creativity. Artists, photographers, and designers already face challenges in a gig economy; relying on AI undermines their livelihoods and perpetuates a cycle where machines profit from uncompensated human labour. For socially conscious brands, this misalignment with ethical values could alienate customers who prioritize fair practices.
Authenticity
AI-generated images often suffer from technical flaws that undermine professionalism. Distorted faces, unnatural lighting, or surreal anatomy (think six-fingered hands) are common glitches. While these errors might seem minor, they erode trust. Audiences can spot inauthenticity, and poorly executed visuals signal carelessness—hardly the message a brand wants to send.
Moreover, AI lacks the ability to understand context or cultural nuance. A human designer can tailor visuals to avoid stereotypes, respect traditions, or reflect diverse identities. AI, however, might unintentionally generate offensive or tone-deaf content. For example, a travel company using AI to depict a destination could end up with clichéd or inaccurate imagery that alienates locals or misleads customers.
Authenticity is also key to building emotional connections. Stock photos have long been criticized for their staged, impersonal feel—AI-generated images risk amplifying this disconnect. In contrast, custom photography or bespoke illustrations reflect your brand’s unique personality and foster deeper engagement.
Need another excuse? According to a new report, people don’t like seeing brands use AI-generated images in their content. It’s simple.
Inconsistency
Your brand’s visual identity is more than a logo or colour palette; it’s a language that communicates your values, mission, and voice. AI tools, however, can’t grasp subtlety. Without a deep understanding of your brand’s ethos, they may produce visuals that feel “off”—too playful for a B2B company, too bland for a cutting-edge startup, or too detached from your core messaging.
Maintaining consistency across campaigns is another challenge. AI-generated images might vary in style, tone, or quality, creating a disjointed experience for your audience. Human creatives, guided by brand guidelines, ensure coherence whether they’re designing a social media post or a billboard.
Human creativity
Choosing AI over human creators has broader societal implications. The creative industries employ millions worldwide, from graphic designers to photographers. Widespread adoption of AI-generated images threatens these jobs, particularly for freelancers and small agencies. While AI might reduce short-term costs, it contributes to a race to the bottom where quality and craftsmanship are undervalued.
Beyond economics, human creativity drives innovation. Artists challenge norms, evoke emotions, and spark conversations—something algorithms can’t replicate. By collaborating with creatives, brands gain access to unique perspectives that elevate their storytelling. For instance, a hand-drawn illustration or a candid photo shoot can convey authenticity in ways AI simply can’t match.
Invest in authentic storytelling
Avoiding AI-generated images doesn’t mean rejecting technology altogether. Instead, focus on tools that enhance human creativity. Use AI for brainstorming mood boards or refining drafts, but let professionals handle the final execution. Here’s how to prioritize authenticity:
- Hire creatives: Partner with photographers, illustrators, and designers who align with your brand’s vision.
- Leverage user-generated content (UGC): Showcase real customers using your products—it’s authentic, relatable, and builds community.
- Curate thoughtfully: If budgets are tight, use high-quality stock photo platforms that compensate artists fairly.
Wrapping up
AI-generated images offer speed and affordability, but they come at a cost: legal risks, ethical dilemmas, and a loss of originality. In a world where consumers crave genuine connections, cutting corners with generic visuals could damage your brand’s credibility.
By investing in human creativity, you’ll craft visuals that resonate emotionally, reflect your values, and set you apart in a crowded marketplace. At 99social, we believe in the power of authentic storytelling through quality social media management. Let’s create something meaningful together.