How to Communicate Authentically with AI-generated Images

Although companies throughout Switzerland have been criticized for using AI-generated images, they have become an integral part of communication. Here are some tips on how to use them authentically in everyday communication.

An article about Emmi Caffè Latte appeared recently in the Luzerner Zeitung. On its Instagram profile, Emmi published a post with an image that was generated with the help of artificial intelligence (AI). The comments on the post were not particularly positive, some people even reacting indignantly. Emmi’s media spokesperson commented on this and told the Luzerner Zeitung that this was not the first image on Instagram to be generated using AI. Emmi is currently testing the possibilities, but without a mission statement or strategy.

Beauty standards reinforced through AI

Emmi is not the first organization to be criticized in recent weeks in connection with AI-generated images. Around six weeks ago, fashion brand Mango launched its first campaign with AI-generated models. The campaign was criticized for propagating unattainable beauty standards, especially since the primary target group for the ad was teenagers. The beauty standards currently prevalent on social media are already far beyond reach due to Photoshop and filters. The pressure that young women and girls in particular are under is increasing even more as a result of AI.

Showcasing diversity with AI

Even so, we don’t have to do without the new possibilities offered by AI image generators. After all, resources are not always available for a separate shoot, and suitable images cannot always be found in image databases. This is why the new tools can definitely improve communication. Especially when it comes to diversity, AI image generators offer many possibilities.

We recommend considering the following points for authentic communication:

• What values does the organization hold? What message should be conveyed? Does the selected or generated image support these values?
• What is the organization’s basic visual language? The image should match the organization and the CI/CD.Who is the target group? Does the image created fit the target group? Does it appeal to them? (Age, gender, origin, background of the image, etc.)
• The more precise your prompt, the better and more authentic the result will be.
• Counteract stereotypical images with good prompting.
• Check the result, mistakes can happen despite an accurate prompt.
• Discuss as a team how you deal with AI-generated images. We recommend labeling AI images as such because transparency is well received.
• And finally: Does my AI model have the right number of fingers? 🙂

Header image: Generated via DreamStudio, not post-processed. In this case, you should check whether the background actually corresponds to the prompt (Zurich). Here, too, the fingers are suboptimal and would have to be reworked, as would the handlebars.

Selina Villiger, Consultant Bernet Relations Switzerland
Translation Marine Fehlmann, Trainee Bernet Relations Switzerland