Remember when AI was just a cool concept in sci-fi movies? Well, fast forward to today, and it’s everywhere, making its grand entrance with authority, shaking things up in every corner of the world, disrupting nearly every industry, in every region, and across every medium—and nothing will ever be the same again!

Or so the doomsayers would have you believe. Seriously though, can you think of any other innovation that’s sparked such a wild mix of creativity and existential dread? The Industrial Revolution took a century to overhaul manufacturing, social media blew up in a couple of decades, and now AI is flipping the script in a matter of months. As they say, “that escalated quickly” and it’s showing no signs of slowing down.

Let’s be clear—it’s not all fear and doomsaying. While Generative AI isn’t exactly new, its recent explosion of accessibility is, which is why it’s important to understand how today’s consumers feel about it. With AI, the creative process is becoming more accessible to more people, and that’s a game-changer. From boosting productivity to enhancing transparency and sparking societal shifts, what these advances mean for marketers, creatives, and visual professionals has yet to be fully realized.

So...should you be using generative AI content? And if yes, when—and how—should you be using it?

You, no doubt, want to know what an AI-powered future holds for your brand, its visual identity, and how to manage it in a world that’s constantly questioning what it means to be real. It’s understandable if treading lightly is where you find yourself right now. Generative AI content is challenging the trust and relationships brands have built with consumers. With 98% of consumers agreeing that “authentic” images and videos are pivotal in establishing trust, getting AI right is imperative for your brand’s future success. We’re here with our decades of experience and data-backed insights to help you dive in... so sit tight.

AI is a powerful tool, but it’s just one option. The possibilities that AI creates are practically endless. But is it always the right tool? Beyond aesthetics, you need to make sure you’re mitigating risk by using it responsibly, respecting intellectual property rights, and meeting consumer expectations—all variables that seem to be changing at a breakneck speed. There’s no doubt that getting it right when it comes to adoption of AI is going to be tricky. And later in this report, we’ll take a look at the risks and rewards for brands considering generative AI content, when to use it, and when not to.

Hang on tight folks, the AI evolution is just getting started—and we’re here with the actionable insights you need to navigate this sometimes scary, but exciting-as-heck future.