iStock, a leading e-commerce platform providing images, videos, and illustrations to SMBs and SMEs, has unveiled new data-backed tips to help businesses navigate the use of generative AI in their marketing strategies. The tips are derived from iStock’s VisualGPS insights platform, which recently conducted a study involving over 30,000 adults across 25 countries. The findings highlight the importance of transparency and trust when using AI-generated visuals.
Key Findings from VisualGPS Insights
The study revealed that nearly 90% of people want to know whether an image has been created using AI. Additionally, there is a significant trust gap in social media, with 82% of respondents expressing distrust in social media content. For small businesses, this distrust poses a challenge in connecting authentically with their audience in a skeptical environment.
Understanding the Risks and Rewards
Dr. Rebecca Swift, Global Head of Creative Content at iStock, emphasized the importance of understanding both the risks and rewards of integrating generative AI into creative workflows:
“Businesses across all industries are grappling with the integration of generative AI into their creative workflow and it’s crucial for businesses to understand both the risks and rewards here. Our VisualGPS insights provide small businesses with a clear understanding of consumer expectations around AI-generated visual content, empowering them to confidently incorporate these tools into their marketing strategies and drive meaningful customer engagement.”
Crucial Considerations for Using AI-Generated Images
iStock’s visual content experts have identified several important questions for business owners to consider when incorporating AI-generated images into their marketing efforts:
- Are AI-Generated Images the Right Assets for This Project?
- Consider the type of imagery (AI-generated, user-generated content, stock) and the format (image or video) that best aligns with your audience, message, and goals. VisualGPS revealed that 98% of consumers agree that ‘authentic’ images and videos are pivotal in establishing trust. For building trust, user-generated content or stock content may be more effective.
- Will AI-Generated Images Help My Business Stand Out?
- Human creativity combined with AI can produce endless possibilities, achieving the desired image faster. However, high-quality images or videos crafted by expert creators may better meet your content needs and save time and money. AI can also modify existing stock imagery by adding, replacing, or removing elements to customize the image for your project.
- When Should I Label AI-Generated Imagery?
- Transparency is crucial, especially if authenticity is a core part of your online strategy. Use images and videos showing real people in real places to connect with your audience. Clearly label AI-generated content to prevent your audience from feeling misled.
- Are AI-Generated Images Legally Safe for Marketing Materials?
- Ensure that the AI image generation tools you use do not produce images with legally protected elements that could pose a risk to your business. Opt for commercially safe AI image generators that offer legal indemnification, such as Generative AI by iStock, to ensure your marketing materials are safe and cleared for commercial use.
Conclusion
iStock’s new data-backed tips provide valuable guidance for businesses looking to incorporate AI-generated visuals into their marketing strategies. By prioritizing transparency and trust, businesses can effectively engage their audiences and leverage the power of AI to enhance their marketing efforts. With the insights from VisualGPS, small businesses are better equipped to navigate the complexities of generative AI and drive meaningful customer engagement.
