Nearly 90% of Consumers Want Transparency on AI Images finds Getty Images Report
April 30 2024 - 8:59AM
Getty Images (NYSE: GETY), a preeminent global visual
content creator and marketplace, has today released the report
"
Building Trust in the Age of AI." This
groundbreaking study aims to empower marketers and communications
professionals by providing data-driven insights into the
integration of AI generated content within marketing and
communications strategies.
Supported by the company’s cutting-edge visual
and creative intelligence platform, VisualGPS, the report draws
from the global perspectives of
over 30,000 adults in 25 countries from
2022 to 2024. It offers valuable insights into consumer attitudes
toward AI-generated content in advertising, its impact on brand
trust, and key factors that distinguish exceptional visual content,
irrespective of whether it is captured by humans or generated by
AI.
One of the central findings of the report is the critical
importance of authenticity and trust in consumer engagement with
brands employing AI-generated imagery, with almost 90% of consumers
globally wanting to know whether an image has been created using
AI. This focus on authenticity emphasizes the importance for brands
to thoughtfully consider how to incorporate AI-generated images
into current workflows.
Dr. Rebecca Swift, Getty Images’
Global Head of Creative Content, commented: “Businesses
across all industries are asking the question, ‘should we be
engaging with AI generated content and if so, how?’ Successful
advertising has always been grounded in highly creative and
authentic visual storytelling – and this remains as true today as
ever, regardless of whether a brand chooses human-shot or
AI-generated content. Our report serves as a compass for brands
wanting to move beyond the hype and deeply understand their
audience’s expectations so they can speak to them with the right
content in the right channels, building consumer trust and driving
meaningful action.”
To help brand professionals and business leaders
in navigating AI generated content creation, Getty Images’ report
"Building Trust in the Age of AI" outlines the
following key considerations:
- Is AI the right tool for
your campaign? Reflect on the core message of your
campaign and carefully evaluate which type of imagery
(AI-generated, UGC, pre-shot), including the format (image or
video), aligns with its objectives. The report revealed that
98% of consumers agree that 'authentic' images and videos
are pivotal in establishing trust, indicating that where
trust is the key aim, pre-shot content may perform better in
engaging consumers.VisualGPS also revealed, given the high levels
of trust and expectations associated with industries such as
healthcare/pharmaceuticals, financial services, and travel, they
are increasingly expected to be transparent so a thoughtful
approach to content types will protect your consumer
relationship.
- AI is a tool, not a
replacement for creativityFrom prompting highly conceptual
image outputs to crafting a full campaign with human-shot visuals
from scratch, creativity remains indispensable in connecting with
consumers, especially amid growing distrust and visual saturation -
in fact, 76% agree ‘It’s getting to the point where I can’t
tell if an image is real’. Generative AI tools can only
access what has been, not react to the present or future—or
consider how people currently feel about a brand or product. Human
creativity continues to be paramount in forging that
connection.
- Keep authenticity and
transparency in focus According to VisualGPS research,
people define 'authentic' as 'real' or 'the real thing', followed
by 'true' or 'truthful', with 87% of respondents
considering it important for an image to be authentic. The
research also revealed that AI-generated depictions of non-human
subjects were perceived as less misleading than AI-generated images
featuring people or real products. If authenticity is a focal point
for the campaign, consider using high-quality pre-shot images and
videos to connect with your audience. If you opt for using
AI-generated content, particularly if featuring people, consider
labeling that content so your audience feels you have been
transparent with them.
- Safeguard against potential
risksWhile many tools can ignite your creativity, some
tools are safer than others. Generative AI by Getty Images, trained
exclusively off permissioned content from Getty Images’ creative
library, is 100% commercially safe to use and offers
indemnification on every image empowering you to create and market
with confidence and free from legal risk.
To access the full Getty Images’
VisualGPS report, "Building Trust in the Age of AI", click
here.
Methodology:
Getty Images’ VisualGPS Reports offer
unparalleled visual and creative intelligence backed by a rigorous
methodology that combines visual insights from over 60 visual
content and advertising experts with cultural insights, proprietary
search and download trends from Getty Images and iStock (+ 2.8
billion searches each year), and consumer perspectives from
ongoing global consumer surveys covering over 250 topics. In
partnership with a world-class global research firm MarketCast,
this research platform has been tracking shifts in consumers’ needs
consistently over the past five years. The data from
the "Building Trust in the Age of AI" report
was collected from July 2022 to September 2023. The sample included
adults aged 18 and above, with a sample size of 7,500 per
survey. The research covered 25 countries, including
Australia, Brazil, France, Germany, Italy, Japan, Spain, Singapore,
the UK, US, and others.
Media contact:Ilse
Noguezilse.noguez@gettyimages.com
Photos accompanying this announcement are available
at:https://www.globenewswire.com/NewsRoom/AttachmentNg/3ab7ea35-8da2-4470-8e28-325a189516abhttps://www.globenewswire.com/NewsRoom/AttachmentNg/fbd56d3c-d1ee-4bc9-8b63-10cca8ae684b
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