AI visuals can support a brand when they follow a clear visual system and do not misrepresent real people, places, products, or results. Treat generation as a production method that still requires editorial judgment, rights review, and accessibility checks.
01
Define what must remain consistent
Create a reference sheet for colors, typography, composition, logo use, and the role of imagery. Decide where illustration is appropriate and where an actual photograph is necessary. A conceptual image for a privacy guide can be clearly illustrative; an invented office photograph could mislead visitors about a location the company does not operate. Preserve real product details in sales materials.
02
Review claims carried by the image
Check signs, documents, screens, uniforms, badges, and charts as carefully as written copy. A realistic image can imply credentials, customer relationships, or outcomes without stating them. For example, do not generate a “before and after” search screenshot as if it documented client work. Label a demonstration clearly and use invented, non-identifying information when an explanatory example is needed.
- Check faces, logos, text, numbers, and location details.
- Verify permissions and the tool's applicable usage terms.
- Provide accurate alternative text for informative images.
03
Keep a record of human decisions
Save the source brief, tool, generation date, edits, and approval. The US Copyright Office distinguishes human authorship from purely AI-generated material in its AI work; do not assume a tool's output automatically creates exclusive rights. Rights questions can differ across countries and uses. Review reuse, licensing, and representation before placing the asset in a long-running campaign.
Frequently asked questions
Can an AI image stand in for a real client photograph?
Not if the presentation implies it is that client or a documented outcome. Use genuine authorized material or clearly identified illustration.
Does visual consistency mean repeating one image everywhere?
No. Keep a recognizable system while choosing images that explain each page's subject. Repetition without relevance adds decoration rather than understanding.
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