As AI-generated images become more sophisticated, brands are increasingly considering whether they should integrate AI visuals into their image libraries. Is AI a smart, cost-effective alternative to traditional photography and illustration, or does it present challenges that make it unsuitable for some brands?
Does AI Imagery Suit Your Brand?
Some brands, especially those with a futuristic, surreal, or dystopian aesthetic, may find AI-generated images to be a perfect fit. Branding projects such as Dough or Bros (UnitedUs) and Nobell Foods (Studio Yukiko) lean into a euphoric glow in their visuals, a style that AI can replicate effectively. If your desire is to have an image library that is too obscure for a standard photoshoot, then AI imagery might be the option for you.
However, brands requiring authenticity, emotional depth, or specific cultural references may find AI-generated images to be inappropriate.
Perception and Creative Collaboration
Many designers feel hesitant to openly admit they use AI tools, fearing it might be seen as a shortcut rather than a genuine creative process. As AI tools become more advanced, this stigma may fade, but for now, many brands and creatives still grapple with whether AI imagery aligns with their values. For instance, Pentagram have received backlash for their 1500 piece iconography suite which is AI generated. However, this suite originally stems from a smaller illustrated collection which acted as the prompt. Due to the enormity of the task, Pentagram felt that using AI would be the most efficient method to replicate their icon style.
However, some might argue that this approach undermines the value of commissioning an illustrator. Where Pentagram is one of the largest and admired agencies in the world, does admitting to using AI software in their process undermine their long history of innovation and consistency in delivering exceptional design which has solidified their reputation, or does it just prove that we all need to be more accepting with integrating AI into our practice where suitable?
Sometimes using AI tools in creating a brand’s image library can introduce unexpected creative avenues, even if it’s just for experimentation purposes. By feeding AI a broad library of information, it may generate unique variations or perspectives that push forward a developed idea or route that a human designer might not have
humans are good at breaking rules. We’re good at deciding not to do X even when the data points to it.
initially considered. However, this does not disregard the designer from this creative process. AI can only extend the creative perspective of the human, rather than generate the original concept itself. The Principal Designer of Machine Intelligence and Technology at Adobe, Brooke Hopper, believes that “humans are good at breaking rules.
We’re good at deciding not to do X even when the data points to it.” which supports the idea that AI is merely a tool to facilitate our creative process, rather than completely replace it. It relies heavily on the designers imagination to produce an out-of-the-box idea.
The Future of AI in Branding
As AI continues to evolve, it may become a more viable option for brands looking to use it within their image libraries. However, it’s important to approach AI-generated imagery with realistic expectations. It’s still often limited in it’s ability to create exactly what we were looking for.
For now, AI is an intriguing tool to experiment with, but brands should carefully assess whether it truly aligns with their identity. This may be in terms of look and feel, or the morals that are associated with using the software, before making it a core part of their visuals.
The Frost Team: The AI Frost Team:
