AI creates impressive images (for a computer) - quickly, cheaply, and without ever having to stop. But they rarely show reality. And that is precisely what communication often revolves around.
In this edition of Baaz Magazine, professional photographer and author Wilmar Dik explores why more and more brands and companies undermine their credibility with artificial images. Because AI images and stock photos are visually appealing, but lack one important element: truth.
The first thing that stands out in your communications is always the image. Whether it's about recruiting staff, a product launch, or building brand trust, you attract attention with images. And if that image is not right, they lose interest. AI shows perfect people, with perfect smiles in non-existent offices. But your future employee knows better. And so does your potential customer.
Wilmar explains in this piece when the use of AI images is a missed opportunity. Not because AI technology is inherently bad, but because authenticity is not optional in certain situations. Think of corporate websites, recruitment campaigns, newsletters, or customer stories: those are the moments when images are not decoration, but carriers of information. And then reliability counts.
You will read why AI images sometimes do more harm than good, when stock images and AI can work, and what good photography adds to credibility. We also see why authenticity is increasingly becoming decisive in marketing communication and how your image choices influence brand trust.
Authenticity instead of speed in marketing
Instead of opting for speed and generic, Wilmar advocates consciously using real photography - especially in an era where digital illusions seem to be the norm. Real people in real locations, captured with a vision, make your brand more credible and recognizable. And that pays off.
AI may be faster, but authenticity lingers longer. If you want to be taken seriously as a brand, you also need to seriously show who you are. Your story is not a .
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