AI is Transforming Small Business Marketing: How to Use it Right Now

“Businesses across all industries are grappling with the integration of generative AI into their creative workflow and it’s crucial for businesses to understand both the risks and rewards here”, said Dr. Rebecca Swift, Global Head of Creative Content at iStock. “Our VisualGPS insights provide small businesses with a clear understanding of consumer expectations around AI‑generated visual content, empowering them to confidently incorporate these tools into their marketing strategies and drive meaningful customer engagement.”

iStock’s visual content experts have identified several crucial questions that business owners should consider when incorporating AI‑generated images into their marketing:

Are AI‑generated images the right assets for this project? 
Consider the type of imagery (AI‑generated, user‑generated content, stock), including the format (image or video) that best aligns with your audience, message, and goals. VisualGPS revealed, 98% of consumers agree that ‘authentic’ images and videos are pivotal in establishing trust, indicating that where building trust is the key aim, user‑generated content or stock content may perform better to engage your audience.

Will AI‑generated images help my business stand out? 
Human creativity, when applied to prompting AI images and visual concepts, can result in endless possibilities, getting you to the image you want faster. However, high‑quality images or videos crafted by expert creators may answer your content needs and save you time and money.  AI technology can also modify existing stock imagery by adding, replacing, or removing any elements to further customize the image for your project.

When should I label AI‑generated imagery? 
Transparency is key, especially if authenticity is a key part of your online strategy. Use images and videos showing real people in real places to connect with your audience. Clearly label AI‑generated content to avoid your audience feeling misled.

Are AI‑generated images legally safe for marketing materials? 
Ensure that the AI image generation tools you do use do not produce images with legally protected elements that could pose a risk to your business. Opt for commercially safe AI image generators that offer legal indemnification, such as Generative AI by iStock, to ensure your marketing materials are safe and cleared for commercial use.

To find relevant images and videos, or a commercially‑safe and legally indemnified AI image generator visit:

iStock’s VisualGPS insights offer unparalleled visual and creative intelligence backed by a rigorous methodology that combines visual insights from over 60 visual content and advertising experts with cultural insights, proprietary search and download trends from Getty Images and iStock (+ 2.8 billion searches each year), and consumer perspectives from ongoing global consumer surveys covering over 250 topics. In partnership with a world‑class global research firm MarketCast, this research platform has been tracking shifts in consumers’ needs consistently over the past five years. The data from this research was collected from four studies from July 2022 to September 2023. The sample included adults aged 18 and above, with a sample size of 7,500 per survey. The research covered 25 countries, including Australia, Brazil, France, Germany, Italy, Japan, Spain, Singapore, the UK, US, and others.

Media contact:
Ilse Noguez
[email protected]


Leave a Reply

Your email address will not be published. Required fields are marked *

Back To Top