Uncanny Valley: Don’t Use AI-Generated Imagery for your Brand

AI has taken the world by storm, and with it comes the temptation to use AI-generated images in marketing. After all, it’s fast, cheap, and can churn out almost any visual you can think of. But before you do that, there’s something you need to be aware of: the uncanny valley.

What is the Uncanny Valley? 😟

It’s a term used to describe the unsettling feeling we get when something looks almost human but not quite right. Think about those eerily realistic robots (see above: “Ameca” from Engineered Arts) or CGI characters that seem just a bit… off. They’re close enough to human likeness that they make us uncomfortable, rather than engaging us. And that’s exactly the problem with AI-generated imagery in marketing.

When you’re running a business, the last thing you want is to put off potential customers. AI-generated images, while clever, often fall into the uncanny valley – they look almost real, but there’s something about them that can be a bit creepy or unnatural. This can make people feel uneasy, and instead of connecting with your brand, they’ll be left with a strange feeling. And let’s face it, weird vibes aren’t exactly a winning marketing strategy.

Imagine scrolling through a website and seeing a stock photo of a happy family, but something about their faces feels robotic or lifeless. You’d notice, right? That’s the uncanny valley effect in action, and it can be a big turn-off.

The emotional connection is missing

Human beings are naturally wired to connect with each other emotionally. When you see an image that sparks an emotion – whether it’s joy, empathy, or excitement – you’re more likely to engage with it. Authentic visuals, whether they’re photos or illustrations, convey real human emotions and stories. AI-generated imagery? Not so much.

Because AI doesn’t understand emotion (it’s just crunching numbers and data), it can’t replicate those subtle human expressions and body language cues that create emotional connections. You might get a technically accurate image, but it’ll often feel flat and soulless. And in marketing, where building relationships with customers is key, that’s a major problem.

Authenticity matters more than ever

In today’s world, people crave authenticity. With social media dominating our lives, consumers can spot a fake from a mile away, and they’re quick to call it out. AI-generated images may look good at first glance, but their lack of true authenticity can make your brand feel disconnected and impersonal.

Your audience wants to feel like they’re interacting with real people, not faceless algorithms. By using authentic images of real people or custom illustrations that tell your brand’s story, you’re showing that you care about the human side of your business. AI can’t give you that personal touch.

Risk of inaccuracy

AI-generated images often run the risk of inaccuracies, especially when it comes to details like facial features, hands, or even product images. AI models sometimes struggle with things like human hands, which can result in wonky-looking fingers or strange proportions. And while that might seem like a small detail, it can be enough to make your audience stop and question the quality of your brand.

Let’s not forget that these little details matter. People pay attention to them, whether they realise it or not, and if something looks off, it reflects poorly on your business. Plus, in industries where trust is everything (like healthcare, finance, or legal services), you simply can’t afford to have something that looks less than professional.

Standing out from the crowd

Another reason to avoid AI-generated imagery is that it’s becoming increasingly common. Since it’s cheap and quick, more businesses are jumping on the bandwagon. But if everyone’s using similar AI-generated visuals, where’s the originality? Your brand could end up looking like everyone else’s, and in marketing, standing out from the crowd is essential.

By investing in high-quality, original imagery – whether it’s professional photography, bespoke illustrations, or even hand-drawn sketches – you’re setting your brand apart. It shows you’ve put thought and effort into your visual content, and that’s something your audience will notice.

What to use instead

So, if AI-generated imagery is a no-go, what’s the alternative? Well, there are plenty of options:

• Hire a Designer: If you want unique assets for your business, why not get in touch with a design agency *cough* us *cough* – who can work with you and your vision to create something to engage specifically with your customers
• Professional photography: Hire a photographer to capture real moments, whether it’s of your team, your products, or your customers. Authentic images will always resonate more with your audience.
• Custom illustrations: If photography isn’t your thing, go for bespoke illustrations that represent your brand’s personality. These can be unique, playful, and a lot more engaging than AI-generated visuals.
• User-generated content (UGC): Why not encourage your customers to share their own photos using your product? Not only is this free, but it also shows real people interacting with your brand – no uncanny valley here!

Final thoughts

While AI-generated imagery might seem like a quick fix for your visual content needs, it’s important to think about the bigger picture. Falling into the uncanny valley can make your brand seem off-putting or inauthentic, and that’s not the kind of impression you want to leave with potential customers. Instead, invest in visuals that are genuine, relatable, and reflect the human side of your business.

Because at the end of the day, people want to connect with people – not machines.