Generative AI has revolutionized the creative industry. With the proliferation of tools like Midjourney, DALL.E, and Stability AI, approximately 15 billion images were created using text-to-image algorithms in 2023.

The tools serve myriad purposes. From creating fine art, interior design, and medicine blueprints, users can create immersive, engaging, and personalized images to cater to the growing demand for creative visual content.

So, how do these Gen AI image tools help brands foster brand engagement? Do they help brands win consumer trust or lose customers? Let’s find out.

AI-Powered Image Generation and Consumer Brands

AI-powered image generation is making waves as it offers unparalleled creativity to content creators and designers. While the conventional methods of image creation were arduous and time-consuming, modern AI tools help artists explore more possibilities with unprecedented speed. Using tools like MidJourney and Leonardo, creators can translate their vision into visuals more effectively.

The Gen AI revolution is no longer limited to the creative realm; it has spread its wings in brand marketing as well. The easy-to-use and intuitive interfaces empower marketers, entrepreneurs, and small business owners to create compelling visuals to cater to their audience.

Gen-AI image tools are reshaping the dynamics of visual storytelling. With the help of these tools, brands have become agile enough to respond to market trends without being confined by time or resources. As we peek into the future, we see that consumer brands will play a pivotal role in harnessing the potential of AI image tools. Brands can easily tap into the emotions of consumers by presenting visually appealing content to stand out in the market.

However, as the adoption of Gen AI image tools increases, it also intensifies consumer consciousness and their desire for authenticity and relatability. Concerns about privacy, job displacement, and robotic interactions also loom large. It is important to address the concern. As brands harness the power of AI, they should also prioritize transparency, ethical practices, and human connection.

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Generative AI’s Content Raises Transparency Concerns

The dangers of AI-generated images go beyond copyright infringement. Some particularly concerning applications involve manipulating human images. These manipulated images can be used to create fake news or spread misinformation. For instance, an AI-generated image of a politician making a false statement could have a significant impact on public opinion. We can only detect a fake image of a real-world scene 60% of the time. On top of it all, we are seeing a risk bias in GenAI.

We are witnessing waves of synthetic content, and it is making it challenging for consumers to verify content online. It presents tangible repercussions for consumer trust. Gartner has predicted that by 2024, half of consumers will cut or limit their social media interactions.

Consumers demand clarity on how and when Gen AI images and content are used. A study conducted by IPA in 2023 revealed that 74% of consumers say that all AI-generated content should be disclosed as such. Gartner says that by 2026, 60% of CMOs will adopt content authenticity technology to protect audience trust.

The responsibility shifts to brands and content publishers to listen to the consumer on authenticity issues and their importance for revenue-critical brand trust.

How can brands and publishers reclaim consumer trust?

Generative AI is here to stay. Irrespective of whether your business decides to incorporate Gen AI image tools into its ecosystem or not, you either become a victim or a victor at it. Your brand can re-establish and reclaim consumer trust by laying down well-defined AI strategies and a guided framework for the use of AI in the most beneficial way.

Here’s how you can do it:

Be transparent about generative AI content.

Recently, several media companies faced a backlash for printing articles that were, in large parts, generated by AI. Such incidents create mistrust in the eyes of customers. So, what do we learn from this? It is simple. If your brand is using AI-generated images for any advertisement or promotional stuff, you can add a disclaimer.

Always have human oversight.

The biggest fear of AI among marketers is that it could replace and take their jobs. The reality, however, is that AI needs some human oversight, and it may end up creating more jobs for the unemployed. While AI can misguide us, create deepfakes, and cause hallucinations, a human being can detect these errors and put in the right prompt to get accurate results.

Avenues for Customer Feedback

You shouldn’t just tell your customers that you are producing content using AI; you should also request feedback on the same. Allow them a chance to communicate their fears and issues. It will show your empathy and your customers will feel heard. You create a sense of inclusivity as well.

Gen AI tools like Leonardo and Midjourney, many others., are poised to redefine how people and brands create and consume visual content. While AI offers a unique fusion of creativity, accessibility, and efficiency, marketers should take this with a pinch of salt.

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