AI-generated images and the importance of brand transparency
Tradie Magazine recently faced criticism in the New Zealand subreddit for using AI-generated images without informing readers. "So what?" you might say, "they're just images." While it may seem trivial, if brands lack transparency, their reputation is eroded.
Before we examine Tradie Magazine's AI image issue, let us share a cautionary tale of what can go wrong for brands that fail to be transparent.
A WORLD of Trouble
In 2018, a Spinoff article by Madeleine Chapman revealed that New Zealand fashion brand WORLD was selling clothes with tags claiming "Fabrique en Nouvelle Zelande" (Made in New Zealand); the garments were in fact made in Bangladesh and China.
Dame Denise L'Estrange-Corbet, WORLD's founder, initially defended the practice.
“The T-shirt is not made in New Zealand, but the tag is. The tag is what we’re selling.”
WORLD built its image as a 'New Zealand' brand, with L'Estrange-Corbet also being a vocal critic of manufacturing in third-world countries. However, what she said and what she did were at odds, leading to an incident that damaged WORLD's reputation. It sparked broader discussions about transparency in the fashion industry and the meaning of 'Made in New Zealand' claims.
Minor ‘lapses’ in transparency and authenticity have major repercussions. Acting transparently is a moral and strategic imperative.
What is Tradie Magazine?
“We meet thousands of tradies every month, so we know what they’re thinking and we know what they need. We’re their best mate on site — the funniest, toughest, best-informed foreman any hardworking hero could ask for.”
In brand-speak, Tradie Magazine is straight to the point, straight shooters, straight up. Failing to disclose that the cover image is AI-generated isn’t straight up.
However, we don’t believe for a moment this was deliberate.
Let’s take a look at the image in question.
Examining the AI-Generated Image
First off, how do we know the image was AI-generated? Some quick sleuthing from Reddit user MsMaggieMcGill discovered that the image can be purchased on Adobe Stock: Happy builder wearing a helmet and reflective vest.
Along with the description is a note saying: “Generated with AI. Editorial use must not be misleading or deceptive.”
Besides the ‘artist's’ disclosure, there are several tell-tale signs that this image is AI-generated.
The Importance of Transparency in AI Usage
AI-generated images are everywhere; there's no turning back. It's crucial to inform people when AI-generated imagery is being used. In a study by the University of Waterloo: Only 61 per cent of participants could tell the difference between AI-generated people and real ones.
Major platforms are taking steps to address this:
TikTok, in partnership with the Coalition for Content Provenance and Authenticity (C2PA), will automatically label AI-generated content.
SocialMediaToday reported that LinkedIn has also introduced labels for AI-generated content in collaboration with C2PA.
Instagram and Facebook are implementing their own policies to label AI-generated content.
This from Adam Presser, TikTok's Head of Operations, Trust and Safety
“AI-generated content is an incredible creative outlet, but transparency for viewers is critical.
This is really important for our community because authenticity is really one of the elements that has made TikTok such a vibrant and joyful community. . . they want to be able to understand what has been made by a human and what has been enhanced or generated with AI.”
Summary
A Getty Images report revealed that “almost 90% of consumers globally want to know whether an image has been created using AI.” As AI-generated content becomes increasingly prevalent, transparency is crucial for maintaining trust. Brands must ensure every piece of content aligns with their values and meets audience expectations for honesty, allowing viewers to differentiate between human-created and AI-generated content.
From a brand perspective, Tradie Magazine's use of an undisclosed AI-generated image isn't a major, but it is a misstep.
In the world of brand integrity, four little words can make all the difference. For WORLD, it was "Fabrique en Nouvelle Zelande." For Tradie Magazine - and indeed, for any brand navigating the AI landscape - "This is AI-generated", will make a WORLD of difference.
