Real photography builds more trust than AI-generated imagery. In a January 2026 Emplifi survey, only 31% of consumers rated AI-generated content as authentic, compared with 63% for customer reviews and ratings. Use real photos for your people, products, spaces and results; reserve AI imagery for abstract or conceptual visuals, and disclose it.
- Only 31% of U.S. and U.K. consumers rated AI-generated content as authentic, the lowest of any content type tested (Emplifi, 2026).
- 73% of consumers say they'd be less likely to trust an ad they suspect was made with AI, and 63% less likely to buy (Harris Poll, 4As and Infillion, 2026).
- 91% expect brands to disclose AI use in marketing, and 85% say they'd pay more for authentic brands (Emplifi, 2026).
- The rule of thumb: real photos for anything a customer will actually experience; AI only for abstract visuals, clearly disclosed.
Do customers trust AI-generated images?
Much less than real ones. Emplifi surveyed 1,650 U.S. and U.K. consumers in January 2026 and asked how authentic different kinds of content feel. Search results and customer reviews topped the list. AI-generated content came last, with fewer than a third of people rating it authentic.
AI-generated content is rated the least authentic
Share of consumers rating each content type as authentic
View the data
| Content type | Rated authentic |
|---|---|
| Search engine results | 66% |
| User ratings & reviews | 63% |
| Influencer ratings & reviews | 42% |
| Social media ads | 38% |
| AI-generated content | 31% |
Separate research from The Harris Poll, the 4As and Infillion, released in June 2026, found the same pattern in advertising: 73% of consumers would be less likely to trust an ad they suspected was made with AI, 63% would be less likely to buy from a brand using AI-generated ads, and 78% say AI makes ads feel less authentic. More than half said they hear so much about AI that it's starting to annoy them.
73%
less likely to trust an ad they suspect was made with AI
Harris Poll / 4As / Infillion, 2026
91%
expect brands to disclose AI use in marketing
Emplifi, 2026
85%
say they'd pay more for authentic brands
Emplifi, 2026
Why do real photos perform better for local businesses?
Because customers are trying to predict their real experience. When someone looks at a restaurant's dishes, a salon's cuts, a contractor's finished kitchens or a dental office's waiting room, they're asking, "What will it actually be like?" A generated image can't answer that honestly, and many people can now spot one.
Getty Images' global research (published in 2024 from surveys of more than 30,000 adults) found 98% of consumers say authentic images and videos are pivotal to trust, and people felt less favorable toward brands using AI-generated visuals to depict people or products. Non-human, conceptual AI visuals were seen as less misleading.
There's also a practical upside. Authentic photos are unique to you. They make your website, Google Business Profile, social posts and ads instantly recognizable, and they give AI search tools and image search something original to associate with your business.
Where to use real photography vs. AI imagery
A simple rule: if a customer will experience it, photograph it
Use real photography
- Your team and founder
- Your storefront, office or space
- Products, dishes and finished work
- Before-and-after results
- Customers and events (with consent)
- Google Business Profile and ads
AI imagery can work (disclose it)
- Abstract blog headers and concept art
- Background textures and patterns
- Illustrations of ideas or processes
- Internal mockups and brainstorming
When is it OK to use AI images?
When the image represents an idea, not something a customer will receive. A conceptual blog header, an abstract background or a pattern behind your text is low-risk. A fake "team photo," a dish you don't serve exactly like that, or a "before and after" that never happened is a trust problem waiting to happen, and in some industries a legal one.
If you use AI imagery, disclose it. 91% of consumers in Emplifi's survey expect brands to disclose AI use in marketing, and honesty ranked as the top quality of an authentic brand.
How do you build a library of authentic brand photos?
Plan one professional shoot, then keep adding real moments. A practical approach:
- Shoot with a list. Team portraits, your space (inside and out), your top products or services in action, process shots, and happy (consenting) customers.
- Capture your neighborhood. Recognizable local landmarks tell people, and search tools, where you are.
- Refresh seasonally. New menus, new projects, holiday décor, new team members.
- Feed your channels. Website, Google Business Profile, social, email and ads all draw from one library.
- Encourage customer photos. User-generated photos and reviews were rated authentic by 63% of consumers. Repost (with permission) and reply.
- Name and describe files. Descriptive file names and accurate alt text help search engines and AI tools understand each image.
Your authentic visuals checklist
- Audit your website and Google Business Profile for stock or AI images of people, products or results, and replace them.
- Book a brand photo shoot with a shot list covering team, space, services and process.
- Add at least 10 fresh real photos to your Google Business Profile this quarter.
- Write a simple AI image policy: where it's allowed, and how you disclose it.
- Give every image descriptive alt text and a meaningful file name.
Frequently asked questions
Do customers trust AI-generated images?
Generally, less than real ones. In Emplifi's January 2026 survey, only 31% of consumers rated AI-generated content as authentic, the lowest of all content types tested. Harris Poll research from 2026 found 73% would be less likely to trust an ad they suspected was made with AI.
Should small businesses use stock photos or AI images?
Use them sparingly and never to depict your own team, products, space or results. Customers use photos to predict their real experience. Real photography of your business builds more trust and makes your brand recognizable.
Do I need to disclose AI-generated images?
Disclosure rules vary by platform and use case, but customers expect it. In Emplifi's 2026 survey, 91% of consumers said they expect brands to disclose AI use in marketing. Labeling AI imagery is the safest way to protect trust.
Do real photos help SEO?
They can. Original images with descriptive file names and alt text help search engines and AI tools understand your content and your business, and authentic photos on your Google Business Profile support local visibility and customer engagement.
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Get your free growth audit ↗Keep reading
- Is Short-Form Video Still Worth It in 2026? What the Data Says
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Sources
- Emplifi, “Digital authenticity in the age of AI: 2026 consumer survey report”
- Marketing Brew, “Harris Poll: AI fatigue and less trust in AI-generated ads”
- Getty Images, “Nearly 90% of consumers want transparency on AI images”