AI Imagery: What marketers need to know.

What Is AI imagery and how can it help brands?

AI imagery refers to visuals created or refined using artificial intelligence tools, basically, you describe a scene and the AI generates it. For marketers this means far faster, more flexible content with significantly lower production costs. No big studio or long logistics, just rapid, creative control(1).

Springwerks takes that power further. We guide visual direction, photograph your product, and blend it into AI‑generated environments. The result looks premium, feels campaign‑ready, and remains distinctly yours.

What’s actually out there today?

You’ll find different approaches to AI imagery. Text‑to‑image tools like Imagen 4 or DALL·E convert prompts into visuals. Then there are brand-specific AI models (often called LoRAs) and platforms such as Getty Images or Adobe Firefly offering more basic content made with licensed, transparent training data(2). This field is evolving at a phenomenal rate! At Springwerks we spend a significant proportion of our time keeping up with daily developments to ensure we delivery the best and most appropriate solutions.

Next comes the legality question. In both the UK and EU legislation requires that meaningful human creative input is essential for copyright protection. Visuals created entirely by AI without human direction do not meet originality standards(3)(4). But when prompt design, editing, or selection involve human authorship, copyright can apply(5). At Springwerks our decades of art direction and photography experience ensures that each image reflects human creativity, giving you secure, licensable visual assets.

Who is already using ai imagery?

AI imagery is no longer just for big names. Major brands like Nike and BMW have run full-blown AI campaigns, often blending generative visuals with live-action storytelling to powerful effect(6). But the real momentum is with smaller, agile brands across Europe, Asia, Africa, South America and Australia. Independent designers, boutique retailers and regional studios are using AI to prototype product shots, mock up campaigns and explore new visual directions fast and affordably(7).

Notably, by early 2024 about 36 percent of organizations worldwide were using generative AI to produce images, and nearly 49 percent of marketers now generate imagery daily for social content, landing pages or promotions(8). In London, studios working with brands like Puma, L’Oréal, Clarins and Prada now regularly deploy AI-generated digital twins, virtual catalogs and campaign visuals(8). From Lagos to Lisbon, creative agencies and solo designers are testing styles and imagining brand identity with AI - faster, cheaper and more iterative than traditional shoots.

Springwerks combines that movement with decades of product photography and art direction. We empower smaller brands to access polished, emotionally resonant visuals without the overhead of a full production crew.

What should you look for when commissioning an AI image studio?

Price alone does not define value. When evaluating providers, consider:

• Copyright ownership and clarity. Ensure the studio guarantees you full rights to the assets. And check whether the creative process includes human intervention so the images qualify for legal protection (3)(5).

• Data transparency and brand safety. Suppliers ideally use licensed or transparent data sources. This avoids unseen copyright risks (2).

• Creative direction. AI is a tool, not a replacement for design thinking. You want intent behind every visual choice.

• Integration of real photography. At Springwerks we shoot your actual product and composite it into tailored AI scenes rather than relying on computer guessing.

• Motion support. Ask whether animated loops or social‑ready clips can be created from the same AI workflow.

• Speed and adaptability. Look for quick turnarounds, styling flexibility, and efficient revision options.

Springwerks brings together decades of art direction and photography experience for fast, flexible image delivery (both still and animated) always with clarity on ownership and commercial usability.

Next steps if you’d like to talk.

If you’re curious, simply send over a brief or a handful of visual references. We’ll deliver initial concept styles for you to choose from. Once you select your preferred direction we’ll create finished visuals formatted for your platforms. Every image comes with full ownership so you can use it with confidence.

To help you decide, we offer a proof-of-concept test shoot for £250. You’ll receive one fully retouched mockup, including AI background and product compositing, to validate brand alignment and visual direction before committing further.

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References

1. Zamudio & Grigsby, Journal of Advertising, 2025, on AI speed and cost reductions.

2. OVRDRV Insights, “Brand-safe AI imagery,” 2025.

3. AIPPI summary, EU approach to originality and authorship, April 2025.

4. Authors Alliance, UK copyright law analysis, May 2025.

5. IP Update, “Human authorship required,” March 2025.

6. DataFeedWatch, Nike AI campaign example, 2025.

7. Raconteur, reports on SME use of AI imagery, 2024.

8. FFFACE.ME case work for L’Oreal, Prada, Puma, Clarins studio results, 2023–2024.

9. Amra & Elma, Top Generative AI Image Use in Ads Statistics 2025

10. Canva & Morning Consult survey (January 2025): ~49% of marketers using AI daily for image/video generation

11. DataFeedWatch, Nike and BMW campaign use cases

12. Raconteur global coverage on SME AI adoption