In focus? The new brand playbook for AI-powered imagery [Video]

When it comes to visual content in the world around us, it’s harder than ever to know what’s real or not. The Drum sat down with Getty Images to find out how brands can best build consumer trust and drive engagement in an AI-powered future.  

Whether it’s a shot of Taylor Swift backing Donald Trump, The Pope keeping warm in a Balenciaga puffer coat, or even the daily content pulsed out from brands, there’s one question increasingly on consumers’ lips when it comes to the pictures flooding their feeds: what’s real and what’s not?

A massive 90% of global consumers say they want to know whether an image has been created using artificial intelligence (AI), according to a definitive AI report from Getty Images’ VisualGPS research platform which surveyed over 30,000 adults in 25 countries from 2022 to 2024.

And, for marketers, that means understanding how to steer their brand identity through a world questioning truth and …