Ep. 62 Should You Use AI Generated Imagery In Your Branding?
AI imagery is getting really, really good. Scary good, honestly. And if you know how to use the right tools, it's also pretty accessible, which means that for a lot of business owners, it's starting to feel like a genuinely viable option for branding.
But accessible and appropriate are two very different things.
I recently polled my Threads audience and asked how they felt about seeing AI generated imagery in brands they work with or are considering working with. The response was a pretty unanimous "no thanks," which actually surprised me a little. Because I use AI in my own business and I think it can do a lot of really great things for us. But branding and brand imagery specifically? That's a different conversation.
If you are going to use AI imagery in your branding, you need to be extremely intentional and thoughtful about it. Otherwise you could be playing with fire without even realizing it.
In this post, we're covering why AI imagery is so tempting in the first place, the core reason people say they don't like seeing it in someone else's brand, the situations where it might actually be okay, and the questions to ask yourself before you decide whether it's the right move for you. If you've been considering using AI imagery as part of your brand, or you've already been doing it and you're wondering if you should keep going, this one is worth reading all the way through.
Or listen on your favorite platform: Spotify | Apple Podcasts | Amazon Music | YouTube
What 61 People Had to Say About AI Imagery in Branding
This episode started with a question I posted on Threads: how do we feel about AI generated imagery in branding, in place of stock photos or custom brand photography?
The response was almost unanimous. Out of 61 comments, here's a sampling of what people said:
"No. If you won't take the time to find the right images or take them, why would you take the time to deliver your service well for me?"
"Immediate turn off. The moment I see AI imagery, I'm out."
"It feels lame and dishonest. Stock or even basic iPhone shots and videos will do more for your business than AI will. It's one of the fastest ways to lose trust."
"It makes your brand look cheap and your promotions give off scam energy."
There was one comment in favor of AI imagery, from someone who said they're not a great photographer, can't afford professional photography, and that AI works for them as long as they tag it clearly. Worth noting: that person wasn't really answering the question I asked, which was how do you feel when you see AI imagery in someone else's brand. They were explaining why they personally use it. Those are two very different questions, and the gap between them is kind of the whole point.
Why AI Imagery Is So Tempting
I'll be honest: I follow people who create genuinely beautiful AI imagery and I get FOMO. Some of it is stunning. So I understand the appeal, especially when you add in the practical reasons people reach for it.
AI imagery is cheap, fast, and can look polished. You can generate exactly the photo you want with endless variations and no photographer on the calendar. For a newer or more budget-conscious entrepreneur, it can feel like a shortcut to looking more established, a way to compete with bigger brands, a solution to the "I can't afford professional photos yet" problem, and a quick way to fill content gaps.
I get it. When you're bootstrapping, you need visuals now, and this feels like the obvious answer.
But here's the thing: branding isn't only about looking established. It's about being believable and building trust. And that's exactly where AI imagery falls short.
What Branding Is Actually For
Branding is about how people see you, how they feel about you, whether they believe you, and whether they can picture themselves working with you. It comes down to four things: perception, emotional connection, trust building, and relatability.
Photos in a service-based business support all four. They make you feel human, credible, and real. They help someone build an immediate connection with you before they've ever spoken to you. They accelerate that know, like, trust process significantly.
Which also means that bad brand photography, or AI imagery that creates a false impression, can do the exact opposite. It can make you feel like a robot, unrelatable, fake, distant, or as several people put it in that Threads thread, like a scam.
When someone encounters AI generated imagery in your brand, especially if it's doing the heavy lifting of representing who you are and what your life or business looks like, they start to quietly wonder: is this actually you? Is this a real representation of what I'll get when I work with you? That subtle erosion of trust is a big problem, mostly because it's invisible. People aren't going to tell you that's why they didn't inquire. You'll just notice fewer inquiries and have a hard time figuring out why.
Three Scenarios Where AI Imagery Is Hurting You
A fake workspace that isn't yours. You show a beautifully styled, aspirational office in your branding. In reality, you work from your couch, your dining room, or a coffee shop. A client books a call, hops on Zoom, and immediately sees something completely different. They won't say anything. But they'll notice, and it will register.
AI headshots that look more polished than you do in real life. This one is a hard no for me personally. I won't inquire with someone whose profile photo or website headshot is AI generated. AI smooths your skin, perfects your lighting, and idealized your features. When a client gets on Zoom and meets the real you, they will notice the difference and they will wonder about it. Again, they won't say anything, but the seed of doubt is planted.
Lifestyle imagery that suggests you're in a different stage of business than you are. One of the commenters on my Threads post said it perfectly: "I hate the ones where people are showing off living the high life. It's super irritating because it's not real whatsoever when I know that's not their actual life." If your AI imagery suggests you're running a million-dollar business from a high-rise, but in reality you're scrappier and more hands-on, the disconnect will surface eventually. And when it does, even subtly, you lose them.
"But Don't We All Get Brand Photos Taken in Places We Don't Actually Work?"
This is a fair question and I want to address it directly. Yes, brand photo shoots often happen in Airbnbs, studios, or borrowed spaces that aren't your actual office. What's the difference between that and AI imagery?
The difference is that branding is meant to elevate reality, not fabricate it. When you bring your real self, your real computer, your real podcast mic, your real clothes and personality to a location that's more picture-perfect than your usual workspace, there's still so much that's real about that photo. It doesn't feel misleading in the way a completely generated image does.
There's a meaningful difference between putting your best foot forward and pretending to be something you're not entirely. You can be strategic and authentic at the same time. Style your real workspace beautifully for a shoot. Rent a space and bring in the actual things you use every day. Show up as an elevated version of yourself, not a fabricated one. You don't need to manufacture a version of your life and business to look credible. In fact, when you do that, it tends to have the opposite effect.
Where AI Imagery Actually Does Make Sense
I want to be clear: I'm not anti-AI imagery across the board. I'm saying your entire brand should not be built on it, and we absolutely do not want to see AI generated images of your face. But there are some places where it makes sense.
Abstract and non-representational design elements. Background textures, patterns, shapes, gradients, overlays, anything that isn't really meant to depict a real thing. AI has made custom design elements more accessible for non-designers, and this is a great use of that.
Conceptual visuals, graphics, and diagrams. If you're trying to illustrate a metaphor or a concept to support a blog post or a presentation, AI generated visuals can work really well here and can be a great way to create something custom without needing robust design skills.
B-roll and background imagery without a human element. If you want a background image of a desk setup or a mock-up of a digital product, I'd still prefer you buy from a real photographer on a site like Creative Market. But if that's genuinely not an option, this is a lower-stakes place to experiment with AI.
The rule of thumb: AI imagery in your brand should be supplemental, not foundational. It should never replace real brand photography of you, real human connection, real proof of your work.
The Litmus Test for Whether to Use AI Imagery In Your Brand
Ask yourself these questions before you use AI imagery in your brand:
Why am I using this, and what problem am I actually trying to solve? Is it a budget issue, a time issue, or a reluctance to get photos of yourself taken?
Am I trying to present a real version of myself, or an idealized version of myself? And if it's the latter, what are you afraid will happen if you show up as you actually are?
Would you feel comfortable being transparent about it if a client asked? If someone complimented your office photo and you had to tell them it's not real, how would that feel? If someone admired a background texture and you could excitedly explain that you made it with AI, that's a very different answer.
If you can't be transparent about using it, don't use it. That's really the whole test.
Being Human Is the Differentiator Now
With everyone having access to AI, the barrier to looking polished is essentially zero. Anyone can generate a professional headshot, a beautiful fake office, and slick visual content. Which means polished visuals are not a differentiator anymore. Being human is.
It might feel like highly polished AI imagery will help you stand out. But we're quickly crossing the threshold where AI imagery will actually just make you blend in. What makes you stand out is being real, raw, and authentic. Your real face, your real workspace, your real life, those are what build connection and make you memorable.
There are countless people out there offering the same service you do. Nobody does it exactly the way you do. But if you're using 100% AI imagery, no one gets to know you. Why would someone choose the person who shows up as a polished, fake version of themselves over the person who's being real, even if their photos aren't as technically perfect?
What to Do If You Can't Afford Brand Photography
If you came into this episode planning to use AI imagery because you genuinely can't afford professional photos, here's what I'd suggest instead.
Take photos on your iPhone. A well-lit iPhone photo of the real you is better than a flawless AI image of a fake you, full stop.
Buy stock photos from somewhere like Creative Market, where the images are taken by real photographers. It's not the same as custom brand photos, but it's honest.
Find a photographer willing to do a services swap. This is something I don't usually recommend, but in this specific situation I'd rather you do that than use AI imagery that erodes trust and costs you clients.
Whatever you do, do not use AI to fabricate a version of yourself that doesn't exist. Your brand online is your reputation and it's worth protecting.
Why AI Imagery and the Trust Recession Are a Dangerous Combination
Trust is fragile. You've probably been hearing about the "trust recession" online and it's real. Trust takes a long time to build and no time at all to destroy. One moment of someone feeling even subtly misled and you've lost them. They won't tell you why. You just won't hear from them again.
Your brand, and your photography specifically, is not the place to cut corners. Just because AI imagery is accessible does not mean it belongs in your brand. Just because it seems like everyone is doing it does not mean it's right for yours.
Be intentional, be honest, be real. That is what builds trust and that's what will attract the clients you actually want.
🔗 Links & Resources Mentioned In The Episode:
➡️ Follow me on Instagram @spechtand.co
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)
➡️ Book A Brand Chat
🎧 Listen to episode 62 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube
