← Journal · 10 October 2026 · Alex Barratt

Real Or Generated? Using AI Images And Video Without Losing Trust

AI image and video generators can now produce visuals that look convincing, and they are quick and cheap. For a small business with a tight budget that is tempting. But trust is the one thing your customers cannot get from a tool, so it is worth being deliberate about how you use them.

Why it is tempting

You can get a polished picture of almost anything in seconds, with no photographer, no travel and no booking. For mood boards, rough concepts and abstract backgrounds that can be a real help.

The trust problem

People are becoming more alert to images that are not real, and a local business sells on being real: real people, real work, real places. A generated picture of "our team" or "a recent job" can mislead customers and damage a reputation if it is spotted. In the UK, advertising rules say marketing must not mislead, and a generated image presented as the real thing can fall foul of that. If in doubt, take advice.

Copyright and licensing are still unsettled

The rules around who owns generated images, and what the tools were trained on, differ between tools and countries and are still being worked out. Sensible precautions:

• Read the terms of any tool before using its output commercially.
• Do not ask a tool to imitate a living artist or another company's brand.
• Be cautious with logos and brand marks. You may find it hard to claim exclusive ownership of generated artwork, so take legal advice for anything important.

Where generated imagery works well

• Mood boards and early concept exploration.
• Abstract backgrounds and decorative textures.
• Illustrations that are clearly not claiming to be photographs.
• Internal drafts that will be replaced before publication.

Where the real thing wins

• Your team, your premises and your products.
• Case studies, testimonials and before-and-after results.
• Anything where accuracy matters, such as surveys, inspections, safety and training.
• Film and drone footage of your actual location.

This is where we are biased, as photographers, filmmakers and drone pilots, but the point stands: a real photograph or film of your real work carries credibility that a generated image cannot.

A simple test

Before you publish anything generated, ask: would a customer feel misled if they knew how this was made? If the answer is yes, use a real image. If the answer is no, because it is clearly decorative or illustrative, it is probably fine. When it is something you want to disclose, say so plainly.

If you would like help planning a shoot, a film or a set of brand visuals that are properly yours, talk to us.