Illuminating the importance of visual authenticity in corporate communication

In today's digital age, effective communication is vital for corporate companies to engage with key stakeholders such as investors, employees and suppliers.

With the rise of generative AI technologies, and what prompted this article, the recent launch of Adobe's AI product Firefly, we wanted to illuminate (pun intended!) the fact visual content plays a crucial role in conveying messages and establishing trust. 

Examples of the capabilities of Firefly have been doing the rounds on social media, and people are both delighted and anxious about what AI means to their creative role. Adobe has been integrating AI into its tools for over a decade, with features like background replacement in Photoshop. However, the integration of Firefly into Photoshop expands the capabilities further, enabling the creation of images and templates from scratch and facilitating faster photo edits through text prompts within designers’ workflows.

I have tested various aspects of the beta Firefly offering and it’s impressive in certain areas such as the ‘generative fill’, which allows Photoshop users to manipulate images by adding, expanding or removing elements using text prompts. This functionality draws inspiration from AI models like Dall-E and Midjourney. 

In comparison to Dall-E and Midjourney, I believe Adobe has been smart in taking precautions, as concerns have been raised by artists regarding AI models trained on copyrighted artworks. Adobe trained their AI model on 100 million images from its stock library, as well as public domain images with expired copyrights. Adobe aims to set a standard in the face of online confusion caused by AI-generated fakes. To achieve this, they have introduced content credentials that serve as markers on images created or edited using AI. Adobe’s content authenticity initiative, which boasts 1,000 members, has been making this technology generally accessible since 2019.

This generative AI tool from Adobe has sparked discussions among our teams about its potential impact on corporate communications. As the leading software package for designers, Adobe's latest tool has said it aims to serve as a ‘co-pilot’ to graphic design, rather than a replacement for humans. This development raises important questions about the opportunities and risks associated with using AI in corporate communication strategies, including reports, presentations, websites and brand development projects.

However, my question is: should companies prioritise creative authenticity and strive to capture real photography with minimal intervention and craft genuine graphical outcomes, or should they embrace the efficiency, scale and speed of AI-generated and enhanced visuals? We explore the significance of creative authenticity and the need to carefully vet AI-generated content to ensure it aligns with the realities of the business.

Authentic imagery holds significant value in corporate communication. It helps companies establish trust and credibility with their stakeholders. When investors, employees and suppliers are presented with visuals that accurately represent the company's activities, they gain a clearer understanding of its core values and operations. Authentic imagery creates a genuine connection and fosters transparency, enabling stakeholders to make informed decisions.

Moreover, authentic visuals can enhance brand reputation. By showcasing real people, products and environments, companies can demonstrate their commitment to honesty and integrity. Authenticity cultivates a sense of relatability, making it easier for stakeholders to connect with the company's vision, mission and goals.

Generative AI technologies are already demonstrating unprecedented efficiency and speed in content creation. With generative AI, companies can quickly generate visuals tailored to their specific needs, reducing costs and time constraints. This speed can be advantageous, particularly in rapidly evolving industries where timely communication is essential.

However, there could be a potential downside to relying solely on AI-generated content. While AI can produce visually stunning and impressive scenarios, it may lack the authenticity that real photography captures or tailored graphical solutions to other assets on a web page or printed page. Stakeholders may question the credibility of AI-generated content, particularly if it portrays scenarios that are too perfect or far from the actual activities of the business. This disconnect can erode trust and create scepticism among stakeholders.

To strike the right balance between efficiency and creative authenticity, companies should approach AI-generated content with some clear considerations and principles. It is essential to assess and review AI-generated visuals thoroughly before incorporating them into corporate communications. The content should align with the realities of the business, accurately representing its activities and values.

4. Transparency
Companies should be transparent about the use of AI-generated content. Communicating openly with stakeholders about the creative process can help manage expectations and address any concerns regarding authenticity.

With ESG trends as a consistent theme for companies, authenticity has never been more important; therefore, creative authenticity plays a vital role in corporate communications. While AI-generated content offers new opportunities, efficiency and speed, it shouldn’t compromise the importance of genuine representation. Striking the right balance between efficiency and authenticity requires careful vetting of AI-generated visuals to ensure they accurately reflect the realities of the business.

I believe it will be inevitable that companies will embrace AI technologies, but will need to introduce controls, discipline and planning to ensure maintaining a commitment to authenticity. If balance can be achieved then companies can effectively engage with key stakeholders, build trust and enhance their brand reputation. The challenge moving forward will always lie in leveraging the efficiency of AI while ensuring the content appears authentic, aligning with the company's values, activities and vision for the future.