Title of section

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Building Trustin the Age of AI
A VisualGPS Report

Authenticity in the Age of AI

231659258670, Andriy Onufriyenko

About VisualGPS

About VisualGPS
The power of visuals to connect with consumers and drive them toaction is undeniable. With media consumption constantly evolving,
having the right creative mix has become more complex—and nevermore critical. Building on our visual experts’ decades of creative
leadership and guidance, VisualGPS shares our expertise widely,
providing timely insights on industries, regions, and demographics tobrands, marketers, and creatives. Through this exclusive data-backed
research and reporting, we provide ongoing updates on the shifts
in consumer sentiment, customer usage, and the visual landscape—enabling you to tell stories in an authentic, impactful way.

Our Methodology: A Holistic Approach
Cutting to the core of how today’s consumers think andfeel, our unique synthesis of qualitative and quantitative
research helps us develop a deep understanding ofcontemporary consumer preferences and needs.
DEEP CONSUMER INSIGHTS
Partnering with a world-class global research firm,
Marketcast, VisualGPS conducts extensive and ongoing
consumer research to track shifts in consumer needs. Our
surveys cover diverse topics, exploring attitudes, behaviors,and preferences across various concepts.
CREATIVE EXPERTISE AND ANALYSISOur award-winning creative team brings nearly 30 years ofexperience in visual trend analysis and guidance, informing
both Getty Images content creators and customers on whatconnects with consumers.

Consumer perspectives
from ourongoing global
VisualGPS surveys

Creative Insightsfrom ourexpert creativevisual team

Search anddownloaddata fromgettyimages.com
and iStock.com

SEARCH AND DOWNLOAD DATAWith access to a staggering 2.8 billion annual searches andinsights derived from millions of images and videos licensed
by nearly one million global customers, VisualGPS provides
both macro and micro-level perspectives on content usage
across diverse mediums, subjects, and industry sectors.

Building Trust in the Age of AI

1188438273, miakievy

2

VisualGPS by the Numbers

VisualGPS by the Numbers
Access to 2.8 billion searches annually

State of Work

Impact of Social Media

Masculinity

60+
Visual Experts providing
ongoing visual analysis
and guidance

12+
surveys conducted
over 5 years

90,000+AI

Mental Health

Sustainability

Pre/Post Covid Life

Respondents

Health & Wellness

Climate Change

World Events

State of Travel

SportsIndustries(Finance, Consumer Packaged Goods/FMCG,
Healthcare, Travel, Technology, Automotive + more)

Insights from millionsof licensed images
and videos, reflecting
global business andmarketing trends

Covering

25

markets250+

topics covered

All data in this report, unless otherwise noted was collected from VisualsGPS global consumer surveys from 2022-2024.
Survey samples included adults aged 18 and above, with a sample size of 7,500 per survey.
Building Trust in the Age of AI

3

From the Editor

From The Editor
So…should you be using generative AI content?
And if yes, when—and how—should you be using it?

THERE’S NO GOING BACK
Remember when AI was just a cool concept in
sci-fi movies? Well, fast forward to today, andit’s everywhere, making its grand entrance withauthority, shaking things up in every corner of theworld, disrupting nearly every industry, in every
region, and across every medium—and nothing
will ever be the same again!
Or so the doomsayers would have you believe.
Seriously though, can you think of any other
innovation that’s sparked such a wild mix ofcreativity and existential dread? The Industrial
Revolution took a century to overhaul
manufacturing, social media blew up in a coupleof decades, and now AI is flipping the script in amatter of months. As they say, “that escalated
quickly” and it’s showing no signs of slowing down.

This image was created with Generative AI by Getty Images

Generative AI has a Steeper Initial Adoption
Curve than Other Recent Technologies(millions of US users)

Let’s be clear—it’s not all fear and doomsaying.
While Generative AI isn’t exactly new, its recent
explosion of accessibility is, which is why it’s
important to understand how today’s consumers
feel about it. With AI, the creative process is
becoming more accessible to more people, andthat’s a game-changer. From boosting productivity
to enhancing transparency and sparking societal
shifts, what these advances mean for marketers,
creatives, and visual professionals has yet to be
fully realized.

Building Trust in the Age of AI

You, no doubt, want to know what an AI-powered future holds for your brand,
its visual identity, and how to manage it in a world that’s constantly questioning
what it means to be real. It’s understandable if treading lightly is where youfind yourself right now. Generative AI content is challenging the trust andrelationships brands have built with consumers. With 98% of consumers
agreeing that “authentic” images and videos are pivotal in establishing trust,getting AI right is imperative for your brand’s future success. We’re here with
our decades of experience and data-backed insights to help you dive in…
so sit tight.
AI is a powerful tool, but it’s just one option. The possibilities that AI createsare practically endless. But is it always the right tool? Beyond aesthetics, youneed to make sure you’re mitigating risk by using it responsibly, respecting
intellectual property rights, and meeting consumer expectations—all variables
that seem to be changing at a breakneck speed. There’s no doubt that getting
it right when it comes to adoption of AI is going to be tricky. And later inthis report, we’ll take a look at the risks and rewards for brands considering
generative AI content, when to use it, and when not to.
Hang on tight folks, the AI evolution is just getting started—and we’re herewith the actionable insights you need to navigate this sometimes scary, but
exciting-as-heck future.

Dr. Rebecca Swif t
Dr. Rebecca Swift

Senior Vice President, Creative

Note: Individuals of any age who use each technology at least once per month; Year 1 for smartphones corresponds with theJune 2007 release of the iPhone; Year 1 for tablets corresponds with the April 2010 release of the iPad; Year 1 of generative
AI corresponds with the November 2022 release of ChatGPT
Source: Insider Intelligence, June 2023

This image was created with Generative AI by Getty Images

4

From the Editor

AI-related searches 2023

+239%

AI

For the first time ever, AI appeared in the top 5 customer
searches for the year. Other searches related to theGenerative AI boom have also risen considerably,
underscoring the excitement:+11,855%

Chat GPT+13%

Machine Learning+11%

Neural Network
Getty Images propitiatory search database (2023)

Building Trust in the Age of AI

This image was created with Generative AI by Getty Images

5

What Global Consumers Care About

What Global Consumers
Care About
As the introduction of AI into their daily lives continues to evolve, so do the attitudes consumers have towards it.
Brands looking to adopt generative AI into their marketing and creative mix need to understand what today’s consumers
think and feel about this emerging technology. To do so means knowing how AI has been represented, how that effects
perceptions, and what you can do to normalize its use through your choice of images.
WHERE WE’VE BEEN
Over the past few years, the perception of AI has changed
considerably, reflecting the dynamic interplay between
technological progress, consumer preferences, and societal
sensitivities. As we’ve noted, AI has stirred the imagination
for decades, and as its presence has become more
pronounced in our everyday­—from the algorithms thatpower our social platforms to the tracking we can do with
our personal spending—the urgent need to understand its
influence on our lives has only accelerated.

Fast forward to 2023, whengenerative AI was placed in the handsof the public for the first time.
We’re challenged, yet again, toreckon with a growing interest andthe implications of this technology.

Building Trust in the Age of AI

WHERE WE’RE GOINGThe fast-moving pace of innovation in AI of all
forms has also been met with a growing chorus ofconcerns from a variety of different sectors: frominternational calls to pause AI research to work
stoppages in the US film and television industries to
consumers themselves expressing fears of the ways
AI can be used for harm.
But there’s much more consumer ambivalence
about a future with AI as a superpower than most
realize. In fact, challenging the assumption that
consumers don’t care, the past year has seen an
increase from 57% to 63% regarding their concerns
about how AI images and videos are made.
Framing a visual narrative around AI can be achallenge. Get insights on how to visually represent
AI and other complex topics at VisualGPS.com

1469453949, Eugene Mymrin

6AI is Unsettling to Many, Embraced by Younger Generation

AI is Unsettlingto Many,
Embraced byYounger Generation
With technology feeling more overwhelming than ever, people are
more nervous about the future, especially when it comes to our increasing
reliance on technology and the advancement of AI. In fact, nearly half
(47%; up from 41% in 2022) of people around the world are
nervous about AI with elevated worries in Western society where
understanding and interest in this emerging tech are lower thanemerging markets.

Nerves about tech are on the rise,This image was created with Generative AI by Getty Images

I feel overwhelmed by all the technology available to me

41%

2022
vs

47%

2023

I am nervous about how heavily the world will rely on technology in the futureThis image was created with
Generative AI by Getty Images

2022

36%
vs

However, there’s generational nuance when it comes to brands
using AI-generated images. Younger people, especially younger
males, are more open to the idea of AI-generated images being
incorporated into brand communications, likely because they
are also more familiar with and interested in AI technology
and its perceived benefits.

Building Trust in the Age of AI

increasing at a faster pace than general anxiety about the future2023

This image was created with Generative AI by Getty Images

40%

This image was created with Generative AI by Getty Images

7

Regional Focus | Excitement and Anciety: Asia Pacific

In regions like Japan, concerns primarily
revolve around potential job displacement
and the spread of misinformation

REGIONAL FOCUS

Excitement and Anxiety
1359993111, Taiyou Nomachi

ASIA-PACIFIC
In 2023, the public’s perception of AI in Asia
Pacific was mixed, there was huge interest in
the potential of AI whilst also being cautiously
optimistic and apprehensive. This is still thecase in 2024.

74%

of Southeast Asian markets

vssee how AI could
benefit their life

This image was created with Generative AI by Getty Imagesof global markets
see how AI could
benefit their life80%

Building Trust in the Age of AI

57%

of Asia Pacific region is aligned in
how AI technology is capable ofenhancing productivity

1465270124, Boris SV

8

Regional Focus | Excitement and Anciety: Europe“AI makes me very nervous”

50%

EUROPE

with local differences

58%
53%

EUROPE
European anxiety levels about technology have beenslightly outpacing the global average. Countries likethe UK and France stand out as the most anxious
about AI, while Germany shows more excitement,
presenting a unique challenge for the visual
representation of this powerful technology.
This signals the need to show a delicate balancing act
between enthusiasm and apprehension.

47%

U.K.

FRANCEGERMANY

This image was created with Generative AI by Getty Images“I am excited about AI technology”

50%

EUROPE

with local differences

42%
47%
53%

Building Trust in the Age of AI

1543210594, gremlin

U.K.

FRANCEGERMANY

9

Using AI Generated Images: It’s a Matter of Trust

Using AI Generated Images:
It’s a Matter of Trust
As if it weren’t already hard enough to determine what’s real and what’s not on social media, herecomes AI to make it even harder. And as we continue to understand the effects of social media on theyoung, old, and society at large, brands need to be acutely aware of the trust factor.

98% of consumers agree that ‘authentic’ images and videos arepivotal in establishing trust—getting AI right is imperative foryour brand’s future success.

FAKES COULD BE FEEDING THE FEAR
It was only 10 years ago that social media wasseen as a source of real content. It felt moreauthentic and unposed than what was available inthe mainstream media, but things have changed in
the interim period.

82% of global respondents
now agree that “social media
can’t be trusted to be realor accurate.”

OR IS IT TECH APATHY?
What’s interesting is that GenZers andMillennials—the heaviest users of social media—
don’t trust the veracity of the things they see
online and have increasingly complicatedrelationships to the platforms on which they
appear. For example, they are more likely to reportthat social media is worsening their mental healthand exposing them to increasing discrimination
and bullying.

This shift in opinion has come about because of
the prevalence of faked imagery, either throughthe use of clever angles or heavy retouching
and filtering.

For related articles on Authenticity andSocial Media visit VisualGPS.com
1419555606, Taiyou Nomachi

637469175, Stephen Zeigler

1493316533, Rachel Lowenstein

Building Trust in the Age of AI

1472143156, WeAre 10

Regional Focus | The Effects of Social Media: Latin America

REGIONAL FOCUS

The Effects ofSocial MediaLATIN AMERICA
The majority of Latin Americans feel moreconnected than disconnected due to theprevalence of technology in their lives.

3 in 4Latin Americans
don’t agree that social media platforms cause
more harm than good and instead believe
individual users are the problem
So, excitement about AI in this part of theworld isn’t tempered by hard feelings orbaggage around other important technology
in their lives.

Building Trust in the Age of AI

1394998924, LeoPatrizi 11

Regional Focus | The Effects of Social Media: United States

See more harm than good coming from social media platforms

41%

UNITED STATESAll of today’s tech giants—Meta, Google,
Amazon, Microsoft and now OpenAI—and
most of our major social media platforms haveoriginated in the United States. The role the
US currently plays in tech innovation has amajor influence on consumer sentiment about
it, especially social media.
While people in the US are frequently early
adopters to new technologies like AI, they also
often hold conflicting or even skeptical ideas
about its proliferation.

Building Trust in the Age of AI

U.S.

But
Also have not changed the rate of their usage of them40%

1 in 3U.S.

people in US

report they are even using
it more often than ever1423080498, We Are 12

Regional Focus | The Effects of Social Media: Europe

EUROPE
Understanding Europeans’ feelings about technology in general helps
better explain the reception of AI in this part of the world. In thesame way they are divided about their sentiment regarding Artificial
Intelligence, Europeans find themselves in a “connection paradox”.

46%

50%

say technology
increases feelings ofconnection

agree that it increases
feelings of loneliness, andfind their mental healthdeteriorated throughsocial media

Nonetheless, Europeans—especially younger
generations—do find inspiration throughtechnology, powering a wave of creative
entrepreneurship: more than half of Gen Z see
social media as a way to build a personal brand.

Building Trust in the Age of AI

1500238081, Andriy Onufriyenko

13

The Value of Creativity in Building Trust

The Value of Creativity
in Building Trust
We know that there’s ambivalence about the use of AI to create imagery, but we also knowthat certain populations care less than others. For example, younger generations (especiallymen) index higher on having a much more positive opinion of brands that use AI-generated
images regardless of industry or subject type.
Regardless of how AI is used, there’s a global call for transparency from people, especiallybecause we’re all losing a grip on discerning what’s real: nearly 9 in 10 consumers globallywant to know whether an image has been created using AI.
There’s more trust in the authenticity of the image if it’s made by professionals such as
artists and photographers. Meaning that craft matters and adds credibility in a visual
ecosystem that’s this noisy. Overall, consumers don’t want to feel that they have been
fooled or lied to. Nearly 9 in 10 consumers globally want to trust that an image or video is“authentic”. Sentiment skews more negative towards brands that are using AI generated
visuals to create people or products.

Building Trust in the Age of AI

1927620839, Eugene Mymrin

14Regional Focus | Is This Real Art?

REGIONAL FOCUS

Is This Real Art?
1439682636, Klaus Vedfelt

This image was created with
Generative AI by Getty Images

LATIN AMERICA

66%

What do we make with AI? Our research tells usthat for now, the most positive reception to
AI-generated imagery are subjects that are inanimate(e.g., structures, buildings, landscapes/scenery) vs.
real people. Image testing also reveals that the visuals
that still stand out most are made with a camera andfeel both real, candid, and personal. In fact, when
consumers are asked to describe what works about
the images they like, they share: “feel natural and real,
like pictures I might take.”believe that using AI to create
images diminishes the beauty ofreal art, underlining the region’s
nuanced approach to technologicaladvancements

1837807752, Alexey Yaremenko

Building Trust in the Age of AI

This image was created with Generative AI by Getty Images

15

Regional Focus | The Real Thing

This image was created with
Generative AI by Getty Images

REGIONAL FOCUS

The Real Thing
ASIA-PACIFIC
1063992236, Mengwen Cao

APAC consumers today favor authenticity and unretouched visuals. This isevidenced by a preference for seeing people that are “like me” and how products
and services fit into their lives. While AI-generated content has its merits, it’s
important to exercise careful consideration in deciding when and where to utilizeit, considering these preferences.
1343526441, Mayur Kakade

1837807752, Alexey Yaremenko

We don’t see this as a tension. Our takeaway is that however visuals are made­—with a generator or a camera—it’s important to hold ourselves to higher creative
standards that feel most resonant with and connected to where consumers are.
We see AI as an opportunity to introduce new worlds and more playful possibilities
and clearing much higher thresholds around creativity and innovation. We see
photography and video as an opportunity to continue feeding the authenticity still
deeply desired by most consumers today in the way that they define it, not theindustry. Are we all ready to live up to those expectations? We hope so.

This image was created with Generative AI by Getty Images

1927620839, Eugene Mymrin

Building Trust in the Age of AI

This image was created with
Generative AI by Getty Images

161491521331, Sef Cavendish

Regional Focus | The Need for Transparency

REGIONAL FOCUS

The Need forTransparency
EUROPE
Although there is excitement about Generative AI,
Europeans are more skeptical when compared to the global
average. A possible explanation is that Europeans—especiallyin France, Germany and Nordics—are less likely to say theycan easily tell the difference between a real image and onethat has been manipulated or altered. This pinpoints theimportance of taking a nuanced approach to transparent
communication around AI-generated content.

Building Trust in the Age of AI

1738911462, Andriy Onufriyenko 17

The Value of Creativity in Building Trust | Visual Recommendations
Title of section

VISUAL RECOMMENDATIONS

A Little Humor and Realness
Can Go a Long Way
Whether searching our pre-shot library or generating original visuals with the AI Generator,
use these thought starters to help find or create an impactful image:
IT’S PLAYTIME!
•

Introduce new worlds. AI-generated content can be a tool for invention, whether you’regiving rise to new architectural forms and spatial design, dreaming up calmer digital
experiences, or playing up the quirk and the uncanny. Consider forms of all kinds, inspiredby the world we live in now or your vision for a future world.

•

Embrace soft design. There’s a ton of chaos in the world and anxiety to accompany it.
What if you illustrated softer shapes, gauzier tertiary colors, oil-slick gradients? Illustrate
positivity and peacefulness through representations of nature, or things that feelhand-written and analog.

•

Highlight the silly. In addition to peace, humor and play matter in your visual stories.
From ideas that may be weird and surreal, like a giant pink translucent rubber duck stuck
in a desert, perhaps? Stand out by embracing ideas that make people laugh or smile.

1343862536, Staticnak

1806296426, Pixdeluxev
This image was created with
Generative AI by Getty Images
1909425109, SolStock

KEEP IT REALThis image was created with
Generative AI by Getty Images•

Specificity is the answer. Monoculture is dead in most places, so there’s power in being specificabout the stories you tell. Choose visuals that feature people of all backgrounds, living their real
lives, doing whatever niche interests tickles their fancy. Bring personality and dimension forward
instead of papering over difference. People feel most seen when they can see people that feel real
and three-dimensional.

•

Tell a surprising story. The visuals that stand out most make you feel connected to what you see.
The most memorable way to connect is through storytelling, so ask yourself what stories can you
show that are unexpected or haven’t been seen before? Breakdown stereotypes for example of who
demonstrates tenderness when parenting or who leads at work or who likes a certain hobby. Imagine
new stars at the helm of tried-and-true visual concepts like connection, togetherness, teamwork, etc.

18

Building Trust in the Age of AI
This image was created with Generative AI by Getty Images

Authenticity is Everything

Authenticity is
Everything…
Especially with AI
What does it mean to be real in a world full of generated
images? What’s going to connect with consumers who are
already skeptical of what they see online? And how will
creativity help you break through?
IT’S COMPLICATED…
of people think it’s important for
an image to be authentic

87%

This image was created with

Generative
AI by Getty Images
But what does
authenticity
even mean when we don’tknow what’s real, we live in a world informed byalgorithmic filters and plenty of people are distrusting thethings they are seeing? We asked consumers how they’ddefine authenticity which validated the knottiness ofeveryone’s feelings.

TOP 3 WAYS GLOBAL CONSUMERS DEFINE“AUTHENTICITY”
Something genuine, expressing one’s true thoughts,
feelings and experiences
2. Something that is not fake or counterfeit
3. Something that is sincere and honest
1.

Does a preference for authenticity that aligns with these
consumer definitions mean that brands should not be using
AI-generated imagery? No, not necessarily. It just meansthat consideration and thoughtful intention on how
AI-generated imagery is deployed is alongside visuals of all
origins is key.

Building Trust in the Age of AI

1517481991, Andriy Onufriyenko 19

What Does Authenticity Mean Around the World?

UNITED STATESREGIONAL FOCUS

Realness reigns with a preference forsomething not “fake or counterfeit”.

What Does
Authenticity Mean
Around the World?

EUROPE
Earnestness is a theme in Europe with apreference for something that is sincere
and honest.

LATIN AMERICA
Creativity and originality are critical with apreference for something that’s original, thefirst of its kind. Many younger generations ofall backgrounds and locations feel the same.
ASIA-PACIFIC
Realness reigns with a preference forsomething not “fake or counterfeit”—even more so than the US’

Building Trust in the Age of AI

1301341939, Klaus Vedfelt 20

When to Use AI Generated Imagery

Risks and Rewards:
Our Take on Using
AI Generated Imagery
Getty Images runs on the creativity and expertise of thethousands of creators that capture the photos and videos
that move the world. So, with the initial launch of ourGenerative AI tools in 2023, what’s our take on how andwhen to use this new game changing technology?
Though generative AI tools may feel bright, shiny, andfull of possibility—there’s still the reality their use
poses more risk than a brand may feel comfortablewith. Similar to when you select pre-shot imagery torepresent your brand and tell your story, getting it wrong
could mean destroying the trust and connection thatdrives consumers to act. Whether it’s coming across asinauthentic or offensive, being less than transparent
that an image is AI generated versus shot by camera, or
opening yourself up to legal exposure, there are several
considerations when weighing the risks and rewards ofusing generative AI. One has to acknowledge it might not
be the right tool for every project.

Building Trust in the Age of AI

1681144644, Andriy Onufriyenko 21

When to Use AI Generated Imagery

4 Things to Consider
When Using Generative AI
1Know your audience and your intent
We suggest taking an intentional approach to why, when, and how
you use generative AI visuals within a brand campaign. Question
what your campaign message is and whether AI-generated images
are the right content to use in this case. If the campaign is addressing
authenticity or if your audience cares about representation—real
people and real connections—AI-generated content is not the rightfit. It’s about remaining authentic in the relationship between thebrand and the customer, establishing or reinforcing trust.

2

AI is a tool, not a replacement for human creativity
As we all know, it’s those off the cuff conversations in which weshare thoughts and observations person to person where the magic
often happens. Beyond their training sets, generative AI tools haveno knowledge of—nor experience of—what’s going on in the world.
It can only access what has been, not react to the present or future—or consider how people currently feel about a brand or product.
The human touch continues to be an important element in forging
that connection.

Building Trust in the Age of AI
44

3

Keep authenticity in focus
A key component of trust in this new era of AI is authenticity.
According to our VisualGPS research people define ‘authentic’ as‘real/the real thing’, followed by ‘true/truthful’ and ‘original’ and 98%
of consumers agree that ‘authentic’ images and videos are pivotal inestablishing trust. Essentially, no one wants to feel hoodwinked. Thisis consistent with the huge response we’ve seen to our collections#ShowUs, The Disability Collection, and The Disrupt Aging
Collection—all of which have authenticity baked into them, either
informed by or created by the people they represent. Knowing
this, it’s fair to say that in the incoming tide of generative AI tools
and content, thoughtfully crafted ideas by expert creatives will cut
through and engage audiences more than ever.

4

Understand the nature of the AI tools and the data they were trained on
Generative AI is a powerful tool and history shows us that newtechnologies never stifle creativity; they just shake up who gets to join thegame. Remember when smartphones didn’t kill off cameras but opened
up photography to everyone? Just like photography didn’t put an end
to painting but sparked new artistic movements and the electric guitar
paved the way for rock and roll. It’s the same idea here—AI is just anotherplayer in the game of unleashing creative brilliance.

Building Trust in the Age of AI

This image was created with Generative AI by Getty Images

22TitleNextof section
Steps

Next StepsAt Getty Images, we’re excited about how commercially safe generative
AI in your hands can lead to creative, impactful work, that connects withyour customers. AI will undoubtedly change the way we work, but wethink it will do so for the better, facilitating creativity in new ways.
With a safe, intentional approach and good quality tools that provide
legal indemnification, we can move on from worrying about how AI will
steal our jobs or pose a risk to our businesses to how AI will augment
our creativity.

This image was created with
Generative AI by Getty Images

The possibilities that AI tools create are practically endless. But
you need to make sure you’re mitigating risk by using it responsibly,
respecting intellectual property rights, and meeting consumer
expectations. Our experts will continue to monitor the latest advancesin AI and deliver comprehensive research and reporting that will help
you connect and have impact.
Learn more + Watch a demo of Generative AI by Getty Images

This image was created with Generative AI by Getty Images

Bookmark VisualGPS.com and visit often
Follow us on LinkedIn, Facebook, and X

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Building Trust in the Age of AI

This image was created with Generative AI by Getty Images

This image was created with Generative AI by Getty Images23