In the fast-paced world of generative AI, using AI-generated images and videos is an increasingly popular topic. These tools promise marketing teams efficiency and scalability in creating visual content, but using them commercially brings its own set of challenges and considerations.
If you're contemplating the use of AI images for your business’ market efforts, here’s a practical guide to help you navigate the complexities and utilize this technology effectively and safely.
Understanding AI-Generated Images
First, it's essential to recognize the nature of AI-generated images. These visuals are created by algorithms designed to learn and simulate styles based on vast amounts of data (and sometimes, you can’t be sure where that data came from or who it belongs to).
While the technology has advanced significantly, many AI-generated images can still betray a certain 'sameness' or artificial feel – for example, they still can’t seem to get human hands right. This issue is even true with the more sophisticated platforms, like Midjourney. It’s crucial to consider whether this quality aligns with your brand's image and the message you want to convey.
Define Your Use Case
Before you dive into the AI imagery movement, you’ll need to clearly define how you plan to use AI-generated images. You’ll want to ask yourself a few questions.
- Where will you use them? Will they be featured in email campaigns, blog posts, social media, or all the above?
- What types of images do you need? Will they be used to generate images of people, infographics, action scenes, etc.?
The platform and context in which an image is used can greatly affect its reception and effectiveness. Setting clear objectives for your use of AI visuals will guide you in choosing the right tools and approaches.
Weigh Legal Considerations
Always consult with your legal counsel before incorporating AI-generated images into your commercial projects. It’s vital to develop a policy that fits within legal guidelines and protects your company.
This process includes understanding the source and rights associated with the AI-generated content. Some AI tools might use datasets that contain copyrighted material, which could expose your business to legal risks.
When selecting an AI image generation tool, review the terms and conditions to ensure the platform’s outputs are cleared for commercial use. Platforms like Adobe and Getty offer AI-generated images using proprietary databases, which generally mitigate risks related to copyright issues. Opting for these services can be a safer bet for commercial use, but (and we can’t stress this enough) read the terms and conditions first.
Train Your Team
Implementing AI technology also means preparing your team to use it effectively. Training should cover:
- Effective AI prompting: Crafting prompts that generate useful and accurate images requires practice and understanding of how AI interprets input.
- Understanding output specifics: Familiarize your team with different image and video formats, aspect ratios, and other technical details relevant to your chosen AI tool. Something as simple as getting the gen-AI tool to give you an image in the right pixel dimension can be important (especially if you’re expecting these tools to save you time in producing images).
- Recognizing biases and inaccuracies: AI is not perfect and can produce biased or inaccurate results. Training your team to spot these issues is crucial for maintaining the integrity and relevance of your visuals.
Stay Updated
The field of AI is evolving rapidly, and staying informed is key. Engage with experts and service providers, like the team at Aztek, to keep abreast of the latest developments and recommendations. This information will help ensure that your use of AI-generated images remains innovative and compliant with current standards.
Additional Considerations to Consider for AI Images
- Brand Alignment: Ensure that the style of AI-generated images complements your brand’s aesthetics and ethos. Inconsistency in visual branding can confuse customers and dilute brand identity.
- User Engagement: Analyze how your audience interacts with AI-generated content versus traditional photography or graphics. User engagement metrics can provide insights into what visuals resonate best with your audience and if you should even bother using AI images and video yet.
- Ethical Use: Consider the ethical implications of using AI-generated images. This includes transparency about the use of AI in your creations, especially in contexts where authenticity and origin are important to your audience.
With Great AI Imagery Comes Great Responsibility
AI images and video creation offer exciting possibilities for businesses looking to scale their visual content creation. However, leveraging this technology effectively requires careful consideration of legal, ethical, and brand alignment issues. By taking a careful approach and staying informed about industry changes, you can harness the power of AI visuals to enhance your marketing strategies while safeguarding your business against potential pitfalls.
Need some help scaling your marketing efforts? Aztek partners with organizations to elevate their overall digital marketing strategy and support their goals. Reach out today about how we can support your marketing team.
