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AI Use Case

Branded Image Content Creation

Creates on-brand images and rapid visual concepts for campaigns, social media, presentations, intranet articles and other communication activities.

Communications teams regularly need images for social media, campaigns, presentations, intranet articles and events. Stock photography is often generic, while professional production requires time and budget.

AI image tools can create original images from a briefing, adapt existing assets and produce variations for different formats. Even when the generated images are not used in the final campaign, they can help teams prepare campaigns, explore creative directions and produce a quick proof of concept before involving designers, agencies or decision-makers.

The result must still fit the organisation’s visual identity, represent people and situations responsibly and be appropriate for the intended communication context. Final images should therefore be reviewed by a communications or design professional before publication.

Painpoints

Suitable stock images are difficult to find
Stock photography often looks generic or overused
Professional image production takes time and budget
Communications teams need many format variations
Smaller campaigns may not justify a photo shoot
Abstract topics are difficult to visualise
Different teams produce inconsistent visual styles
Creating initial campaign concepts takes considerable time
Existing images may not fit the required format
External design support is not always immediately available

Goals

Create suitable visual concepts more quickly
Produce original images for communication activities
Reduce dependence on generic stock photography
Support campaigns with smaller production budgets
Create variations for different channels and formats
Visualise abstract or future-oriented topics
Maintain a consistent corporate visual language
Make initial visual development easier for communications teams
Use professional designers for refinement rather than every first draft
Keep final selection and approval with the communications team

Risks

Mandatory labelling or machine-readable marking of AI-generated content under the EU AI Act may be overlooked.
Generated images may not follow the corporate visual identity
People, locations or products may be represented inaccurately
Images may reproduce stereotypes or cultural bias
Product details, logos or technical elements may be incorrect
Realistic synthetic images could mislead audiences
Copyright and training-data questions may affect tool selection
Generated people may resemble real individuals unintentionally
AI editing may change important parts of an authentic photograph
Mandatory labelling may be overlooked
Teams may publish visually attractive but contextually unsuitable images

Implementation Idea

Select an approved image tool such as Adobe Firefly, ChatGPT Images, Midjourney, Canva or Ideogram
Provide examples of the organisation’s imagery, colours and preferred visual style
Brief the tool on the message, audience, format and visual direction
Generate several options for exploration or as a rapid proof of concept
Use the strongest concept as inspiration, a briefing asset or, after careful review, a publishable image
Check branding, factual accuracy, representation, image rights and required AI labelling
Have final visuals approved by communications or design