Fewer people doing more work in less time. Sound familiar? In situations like this it’s tempting to use AI to cut corners and quickly provide solutions that are “good enough.” And while there are plenty of demonstrable downsides to using incorrect AI-generated data and information, AI-generated imagery seems pretty safe, no? If it looks good, what’s the problem?
One major problem for businesses is that AI-generated images are not copyrightable. That should be a red flag for every marketer.
The Hidden Risks of “Free” Imagery
What could be better than AI images? They’re immediate, they’re free… Who needs more than that? (Well, people who want things to also be “good” might have a word.) Just type in a prompt and out comes your next visual. But here’s the catch: according to the U.S. Copyright Office, images generated by AI, without substantial human authorship, cannot be copyrighted. That means you can’t legally own them (no-one can), you have no exclusive rights to protect your brand assets, and therefore anyone can reuse, reproduce or remix your brand’s images without consequence.
For professional service businesses built on credibility, trust and originality, this is incredibly dangerous territory.
Why this Matters for Professional Service Businesses
• Loss of Brand Control. Trust and consistency? Forget about it. Anyone can use the same AI-generated imagery in a way that directly conflicts with a brand’s values or simply undermines credibility and gives the appearance of a company happy to cut corners and take the path of least resistance.
• Weak IP Protection. Yes, photographers and videographers own their copyrights when you hire them to produce work on your behalf. But that means they become a trusted ally in the fight to defend your brand and your the intellectual property in which you each have a stake.
• Compliance and Ethical Risk. Bankers are likely to be among the last industries to incorporate AI-powered applications into their business. This is because when the stakes are highest, people want to know that other people are doing what’s best—not the path of least resistance.
• Reality-Based Branding. Do you want your company’s brand to actually represent the company? If so, AI-generated imagery is the easiest way to misrepresent the values and mission at the core of your brand. Real photographs and video are simply undefeated in their ability to show what a place actually looks like.
• Generic = Forgettable. When every image is a composite of previously existing images, what you end up with is the lowest common denominator. And that’s inherently forgettable. Instead, use cameras to create real images that make a lasting impression in the minds of customers, and which inherently set a brand apart.
• People (And Search Engines!) Prefer Authenticity. No, I don’t mean “buzzword” authenticity, I mean the literal authenticity that comes from showing your people doing what they do. Professional photos and videos aren’t just more interesting and engaging, they’re more believable too.
In Professional Services, Reputation is Everything
Your brand is not a place to cut corners. Ai-generated images can’t be copyrighted, protected or personalized in the same way “real” custom photography and video can be. These long-trusted services offer the clearest way to build trust ni a world of visual noise, and a crucial step in keeping your marketing both effective and, most importantly, yours.
