Think You Can Spot AI Photos? Think Again—And Why It Matters for Brands

AI photos are everywhere. From glossy product listings to eye-catching social ads, brands are experimenting with AI-generated pictures at record speed. However, as the recent controversy around J. Crew’s AI product images showed, not every experiment lands well with consumers.

The challenge isn’t whether people can spot the signs of AI-generated photos (because most can’t). Instead, the question is how brands can use AI responsibly, disclose clearly, and protect trust in a world where AI imagery is becoming the norm.

In this article, we’ll explore what consumers think about AI photos, how often they misidentify them, where they accept them, and what brands should do to stay authentic.

Key Findings

• 57% of consumers couldn’t identify AI-generated photos when tested, despite 66% being confident beforehand.
• 84% of consumers want brands to disclose AI imagery, and trust drops sharply when disclosure is missing.
• 82% of consumers are open to AI photos in certain contexts, but acceptance rates drop as the content shifts from more conceptual or fantasy scenarios to depictions of real life.
• Purchase behavior remains cautious: 42% feel neutral about buying from websites using AI product photos, while 33% react positively and 25% negatively.
• 95% of consumers have concerns about AI image usage. Top concerns include deception (71%), lack of authenticity (65%), and ethics (53%), making transparency and responsible use critical for brand trust.

Can You Spot an AI Photo? Most Consumers Can’t

Think you can tell if a photo is AI or not? Take our quiz:

If you struggled to identify which photos were real or fake correctly, you’re not alone. According to a recent Clutch survey:

• Before being tested, 66% of consumers said they were confident in spotting AI imagery.
• When tested, an average of 57% couldn’t tell if the photos were AI or real.
• After the test, confidence dropped to 56%.

Confidence varies by age: 

• Gen Z (79%) and Millennials (78%) are the most confident.
• Gen X (62%) and Boomers (47%) are less confident.

Accuracy shows a similar pattern. On average:

• Gen Z and Millennials tied with 46% accuracy.
• Gen X (42%) and Boomers (38%) were less accurate.

Ultimately, even when people think they know the signs of AI-generated images, most don’t. And this gap between confidence and accuracy has big implications for brand trust.

Why Transparency of AI Photo Usage Matters

If consumers can’t reliably tell the difference between which photos are real or AI-generated, then brand disclosure becomes critical. In fact, 84% of consumers say it’s important for brands to disclose when using an AI-generated photo. Without that transparency, trust quickly comes into question.

When asked whether they would still trust a brand that used undisclosed AI imagery, the responses showed how fragile that trust can be:

• 41%: It depends on the type of image
• 39%: No, I would trust them less
• 16%: Yes, I would still trust them
• 4%: Not sure

As David Gaz, Managing Partner at The Bureau of Small Projects, explains, “If brands don’t disclose AI imagery, they risk losing the trust of their customers and their audience… Trust is currency right now and in short supply.” 

This erosion of trust can snowball into something even more damaging. Adam Bird, Director of Strategy at Deksia, warns, “A brand using AI imagery without disclosing it risks complete emotional disconnection from its audience. Once people default to ‘this is probably fake’ when viewing your content, you’ve lost them… They stop seeing your brand as a choice and start seeing it as noise.” 

Even if some consumers don’t spot the use of AI imagery, others will. At the very least, they’ll question it. And once suspicion enters the picture, it can unravel trust across your entire audience. Transparency, then, isn’t optional. It’s the safeguard against losing your audience entirely.

When AI Photos Are Acceptable (and When They’re Not)

Honesty matters, but so does context. People may distrust undisclosed AI images, yet they’re surprisingly open to them when used responsibly. 

It’s important to note that 18% of consumers say brands should never use AI-generated photos. However, the remaining 82% are open to it in certain contexts, especially when it doesn’t replace real-life photography. 

When asked about acceptable uses of AI imagery, consumers most often approved of the following scenarios:

• 47%: Fictional or fantasy scenarios
• 44%: Illustrations or concept art
• 40%: Situations where real photography would be dangerous or impractical

However, acceptance does drop as the imagery gets closer to reality:

• 37%: Showing products that don’t yet exist
• 34%: Stock-style photography (as a substitute for real photography and models)
• 27%: Showing existing products

As Bird puts it, “If you want to use AI imagery in your marketing, only use AI where authentic photography would be impossible, irresponsible, or irrelevant.” Consumers seem to agree, signaling that AI is welcome in imaginative or supplemental roles, but not as a substitute for reality.

How AI Photos Impact Purchasing Behavior

Even when consumers say AI imagery is acceptable in theory, their buying behavior tells a more cautious story.

When asked how likely they would be to purchase from a website that uses AI-imagery for product photos:

• 42% of respondents felt neutral
• 33% responded positively (14% very likely, 19% likely)
• 25% reacted negatively (13% somewhat unlikely, 12% very unlikely)

When it came to purchasing from a website that uses AI lifestyle images, logos, or non-product visuals, the split was similar, but somewhat more positive: 

• 37% neutral
• 39% positive
• 24% negative

This predominance of neutrality shows that consumers aren’t automatically swayed by AI imagery. Rather, it reveals an opportunity for brands: Responsible use and clear disclosure can tip neutral perceptions toward trust and confidence.

As Josh Webber, CEO of Big Red Jelly, explains, “The single most important asset a brand has is its authenticity, and AI should be a tool that enhances that asset, not undermines it.”

In other words, AI photos won’t make or break a purchase on their own, but they can influence trust, positively or negatively, depending on how brands handle them.

If you’re unsure how AI fits into your broader marketing mix, consider working with a top-rated digital marketing company. The right partner can help you balance innovation with authenticity so AI strengthens, not undermines, your brand.

Consumer Concerns Around AI Imagery

Even though most consumers don’t reject AI-generated images outright, 95% express some level of concern about their use.

Top worries include:

• 71%: Images may be misleading or deceptive
• 65%: A lack of authenticity
• 53%: Ethical concerns about AI replacing human work
• 29%: Environmental impact of AI

Addressing these concerns head-on is as ethical as it is strategic. Brands that take the time to understand their specific audience’s worries can use that insight to shape their AI usage policy, ensuring imagery aligns with what customers value and expect. 

By aligning AI use with audience concerns and combining it with transparency and ethics, brands can turn skepticism into a competitive advantage.

5 Takeaways for Brands Using AI Photos

Context, transparency, and ethical use shape how consumers perceive AI imagery. With these principles in mind, brands can take these concrete steps to build trust rather than risk skepticism:

For further support with your AI initiatives, connect with a top-rated artificial intelligence company to help your brand use AI both responsibly and strategically. 

Final Thoughts: AI Photos Require Responsible Use and Transparency

While most consumers may struggle to identify AI-generated images, it doesn’t mean they’re indifferent. Brands that embrace AI with honesty and integrity will gain a measurable edge in trust, while those that hide their usage risk alienating customers. 

If you’re second-guessing how to incorporate AI imagery or want to ensure your marketing stays authentic, partner with a top-rated designer. Explore expert designers who can guide your creative strategy, combine AI with traditional design, and help your brand maintain trust while experimenting with new tools.

Methodology

This report is based on a survey conducted on September 2, 2025, using the online polling platform SurveyMonkey. We surveyed 401 consumers in the United States between the ages 18-99 of all income levels. The respondents were 48% male and 52% female.

Participants were asked five questions that featured a single image and were asked to identify if the image was AI or real. They were also asked several multiple-choice and single-selection questions about their preferences around AI photo usage. Quotas were applied to ensure a balanced distribution across demographic segments. All respondents were required to complete the survey in full to be included in the final analysis.

About the Author

Jeanette Godreau Senior Content Marketing Specialist at Clutch

Jeanette Godreau crafts in-depth content on web design, graphic design, and branding to help B2B buyers make confident decisions on Clutch.  

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