AI tools are changing the way we create everything — from ad copy to entire email campaigns.
But there's one area where debate still rages: images.
Should you stick with stock photos and brand photography?
Or, embrace the shiny new world of AI-generated visuals?
The Appeal of AI-Generated Images
Think of AI as your creative intern who never sleeps.
It can whip up dozens of visuals in minutes, in any style you want — photorealistic, surreal, minimalist, or branded illustrations.
For marketers, that means:
- Speed. No need to wait for a designer or photographer.
- Cost-effectiveness. AI tools are often cheaper than stock libraries or photo shoots.
- Customisation. You can create images that look unique to your brand, not the same stock photo your competitor used yesterday.
On the surface, it sounds like a no-brainer.
But… there's more to consider.
The Risks and Limitations
While AI images can be dazzling, they're not perfect.
Here's where things get tricky:
1) Authenticity & Trust
People connect with people. A smiling customer in a real photo often builds more trust than a flawless, AI-crafted face that doesn't actually exist.
2) Copyright & Legal Grey Areas
Laws around AI-generated content are evolving. Some platforms claim ownership of outputs. Others leave you exposed. If compliance matters (and it does), tread carefully.
3) Accuracy
AI sometimes struggles with details — like hands, text, or brand logos. One awkward finger or distorted product can ruin credibility instantly.
When to Use AI Images
AI-generated images can shine in email marketing, but only in the right contexts:
- Conceptual Campaigns. Need a surreal visual to illustrate an abstract idea? AI nails it.
- Speedy A/B Testing. Want to test different visual styles quickly? AI is your best friend.
- Filling the Gaps. No budget for a full shoot? AI can generate high-quality fillers that keep email campaigns moving.
But for testimonials, case studies, or product visuals? Stick to real photos. That authenticity matters.
Best Practices for AI Images in Emails
If you're going to experiment with AI in your email campaigns, keep these tips in mind:
- Mix, Don't Replace. Use AI as a complement to real photography, not a wholesale replacement.
- Stay Transparent (When It Matters). If authenticity is key, be upfront that an image was AI-generated. It builds trust instead of eroding it.
- Test Before You Commit. Split-test AI vs real photos in your campaigns. Let your subscribers tell you what works best.
- Check Legal Fine Print. Always read your AI tool's licensing terms before publishing.
The Verdict
AI-generated images can absolutely play a role in email marketing — if used strategically.
Think of them as a spice, not the whole meal.
The right dose can make your campaigns more engaging, cost-effective, and creative.
Too much, and you risk losing the trust and authenticity your brand relies on.
At the end of the day, email marketing is about connection.
If your subscribers feel the image is relevant, clear, and human in intent, they'll respond — regardless of whether it was captured by a camera or crafted by an algorithm.
