Let’s talk about AI and brand imagery – because it’s complicated.

AI can feel a little intimidating (and honestly, a little controversial). On one hand, it’s a mind-blowingly powerful tool that lets you create polished, on-brand visuals without a camera. On the other, it’s part of a much bigger conversation about how we create, who creates, and what the future of creativity even looks like.

So let’s unpack it.

Why people are turning to AI for visuals

We’re not going to pretend it’s not useful, because it is. If you’re not in a place to invest in custom brand photography just yet, AI-generated images can offer a surprisingly good stand-in. They’re fast, flexible, and often beautiful – if you know how to prompt them right.

You can experiment with style, test concepts, and build a cohesive visual identity that still feels intentional and elevated. It’s especially handy for early-stage brands, moodboards, or digital mockups.

But here’s the thing, we can’t ignore the bigger picture.

Let’s talk about the energy

Most people don’t realize this, but AI models require a lot of energy. Every image generated, every prompt submitted, is backed by enormous data centers running 24/7. And while one image might not seem like much, the cumulative energy use behind AI tools is growing fast.

As creatives who care about conscious choices, it’s worth asking: Do I really need this image? Can I repurpose something I already have? Small choices matter when it comes to digital sustainability, too.

The industry impact is real

As much as AI opens creative doors, it’s also changing the job landscape, especially in industries like photography, illustration, styling, and retouching. These are real people. Real careers. And while technology always shifts how we work, this one is moving fast.

So if you’re using AI in your workflow, one way to be more mindful is to support creative professionals wherever you can: commission a designer for your logo, hire a photographer when the time comes, give credit when you’re inspired by someone’s style. We can embrace tools and support humans.

So… if you do want to use AI, here’s how to do it thoughtfully:

Use it to test, explore, and bridge the gap—not as a full replacement.

Be intentional with your prompts to reduce unnecessary output.

Consider working with a creative who knows how to use AI tools in a way that aligns with your brand (and values).

Still credit creatives where credit is due—especially when you’re using AI to replicate an aesthetic you love.

AI doesn’t have to be all-or-nothing. You can use it mindfully, creatively, and in a way that aligns with your brand and beliefs. The key is awareness – and intention. So if you’re curious about exploring AI imagery without losing the heart and soul of your brand, we’d love to help. Let’s make it feel beautiful, aligned, and yes, human.