AI Picture is worth a 1,000 lies

 How AI-Altered Images impacts the Integrity of Marketing, Social Media, and Communications

I'll start out by saying that AI-altered images represent a powerful transformative tool, revolutionising the way brands engage with their audience. Take, for instance, a fashion brand utilising AI to retouch photos for a sleeker, more polished look. With the capacity to enhance visuals, correct imperfections, and create aesthetically pleasing content, otherwise which will have to be made from the scratch - increasing time & expenses, AI offers marketers an unprecedented level of creative control. This ability to craft captivating imagery that can elevate brand perception, attract consumer attention, and drive engagement in a digital world - where visual content is the key to drive competitive advantage.

But in today's marketing, the allure of perfection through product or communication has become an irresistible temptation. And my thoughts are more fundamental.

With artificial intelligence (AI) technology, altering images to meet unattainable standards has become not just possible, but alarmingly prevalent. The ramifications of this trend stretch far beyond mere aesthetics, infiltrating the very fabric of trust upon which relationships—both personal and professional—are built.

In marketing, being genuine is crucial, but the rise of AI-edited images creates a dilemma. Although these pictures may grab people's attention with their flawless look, they actually damage the trust between brands and customers. What starts as an attempt to look perfect can end up breaking trust, as customers realise the big difference between the images they see and the actual reality.

On social media platforms, brands are often advised to act and behave as if they are ‘humans’ as it will help build connection and community. But ‘humans are not perfect’ idiom has gone out of the window and the platforms have become breeding grounds for deceptive imagery. Influencers and celebrities, eager to maintain an illusion of flawlessness, routinely employ AI tools to manipulate their photos. This deceit actually contributes to a culture of comparison and inadequacy that undermines self-esteem and distorts perceptions of beauty. And for brands, it is the start of building (fake)relationship based on lies.

In communications, the implications of AI-altered images extend beyond personal aesthetics to the very fabric of truth itself. With the ability to fabricate convincing fake images, the potential for misinformation and manipulation is unprecedented. From political propaganda to falsified evidence, the ramifications of this digital deception are profound, threatening the integrity of public discourse and eroding trust in institutions.

The stakeholders involved in marketing (marketers, agencies, AI platforms, publishing platforms, media companies, etc) can take action to stop the spread of this malaise:-

  • Self-regulation on application of AI generated/edited images
  • Transparency - disclosures regarding use of AI tools in image manipulation
  • Platforms/publishers to have scanning tools to detect and flag suspicious imagery
  • Traceability: AI tools to embed default tracking code on all images that are created/edited in their platform

To be real, marketers, content creators, and regular folks need to avoid falling for the temptation of faking it online. True connections with brands happen when they're open and honest, not when they're trying to look perfect. In the world of digital media, we should remember that a picture's worth isn't about being flawless, but about stirring up real feelings and building genuine relationships.

AI tools for images is a powerful tool. As someone said, with great power comes great responsibility. Brands need to use this power wisely.....not vice-ly


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