AI-generated images let you create visuals quickly and cheaply, but they bring risks: loss of authenticity, visual errors, unclear rights and transparency obligations. Used with judgement and disclosed where needed, they can support campaigns; used carelessly, they damage trust.
The essentials in a definition
AI-generated imagery in ads is the creation of photographs or illustrations by generative models. It helps produce quick variants, but may generate wrong details, look artificial or mislead about the product. The guidance on AI-generated content, ad policies and the AI Act (which provides for transparency on certain synthetic content) should be consulted.
Where they help
In backgrounds, illustrations, concepts, composition variations and supporting images where the real product does not need to be shown. They speed up test production and reduce photo-shoot costs for simple needs.
They work best when the aim is to convey an idea, not to show a specific product.
Where they harm
In product images, the system may alter colour, shape or details, creating false expectations and returns. With people, it may produce faulty hands, eyes or text. In testimonials and results, using generated people as if they were real customers is misleading and risky.
When authenticity is the brand’s argument, artificial images weaken the message.
Using AI imagery with judgement
- Define permitted and forbidden uses
- Review each image zoomed in
- Check policies, rights and disclosure
- Test against real images
Rules and transparency
Check each platform’s policies and the legal rules on AI-generated content and on advertising disclosure. In certain contexts, indicating that the image was generated is mandatory or recommended. Also confirm the tool’s terms of use regarding commercial rights.
Avoid imitating the styles of artists or protected brands and avoid recognisable people.
A generated image should not promise what the product does not deliver.
Practical process
Define a list of permitted and forbidden uses. Review each image zoomed in, looking for errors. Compare with real images in tests. Keep a record of the tools, versions and prompts used.
Always keep real photographs of the product on the landing page and in the feed.
Decision table
| Use | Suitable? | Condition |
|---|---|---|
| Backgrounds, textures and abstract illustrations | Yes | Review quality and rights |
| Usage-context scenes | With care | Do not show the product with features it lacks |
| Realistic people giving testimonials | Avoid | May mislead and breach policies |
| Product photography | Prefer real photos | The image must match the product sold |
Common mistakes to avoid
- Showing a product that does not exist. If the ad suggests false features, it is misleading advertising.
- Ignoring typical defects. Hands, text and proportions with errors destroy credibility.
- Not checking rights. Confirm the tool’s commercial-use terms.
How to measure the result
Compare the performance of generated and real images, the disapproval rate by policy and complaints about the product received versus advertised.
Limits and exceptions
Image models evolve quickly, and rules on transparency for synthetic content are still developing, so what is acceptable today may change. There is also uncertainty about copyright and commercial use depending on the tool. For brands with strong visual identity, AI may produce inconsistent results. Use it as support, not as a substitute for creative direction, and document decisions so you can answer complaints or audits.
Illustrative example
Illustrative example: a decor shop uses AI to generate background environments, but always inserts real photographs of the products. A person reviews each image with a checklist (proportions, text, rights, consistency with the product) and keeps a record of the tools and versions used. Ads keep quality, and the company avoids any misunderstanding about what it sells.
Frequently asked questions
Can I use AI for product images?
With great care. Changes of colour or shape create wrong expectations. Prefer real photographs.
Do I have to say it was AI-generated?
It depends on the rules and context. Check the policies and the law.
Who owns the rights?
It depends on the tool’s terms. Read them before commercial use.
Do I have to state that the image was AI-generated?
It depends on context and applicable rules, including platforms’; generally, do not mislead and follow the transparency rules in force.
Can AI replace product photography?
For the product itself, no: the image must faithfully represent what the customer will receive.
AI-generated images serve for context and variants, but the product must be shown faithfully; review, record and comply with transparency and rights rules.
Sources and recommended reading
- Google Search Central: generative AI content guidance
- Artificial Intelligence Act (AI Act)
- Google Ads policies
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.