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.
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.
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.
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
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