AI in imagery: where to use it, where to avoid it
AI-generated images and videos are not always safe for public release, and this is how Sinh Vũ defines that boundary.
Using AI for brainstorming, layout testing, and pre-production is reasonable and saves effort. However, for public-facing images, you need to consider three things: copyright, the image rights of real people, and labeling obligations according to the platform and applicable laws. Ignoring any of these can harm your brand's reputation much longer than the initial speed benefits.
- creating a storyboard and pre-production ideas
- test layout and atmosphere before the actual shoot
- internal content that is not released to the public
- use the face or voice of a real person without permission
- product images that misrepresent the real item
- release AI-generated content to the public without labeling
AI creates images and videos at unprecedented speed and volume. One person can produce dozens of options in a few hours, something that previously required a whole week and a team. However, that speed comes with real risks, and most of the risks lie in the public release stage, not in the internal creation stage. Understanding those boundaries is essential for you before deciding where to use AI in your image process.
Two fundamentally different areas
Sinh Vũ divides the image process into two areas: the internal area and the public release area. AI works well and poses less risk in the internal area. The public area requires an additional layer of review.
Public area (requires careful consideration): Product images on the website, advertising visuals, videos posted on social media. Here, three issues arise: copyright, the image rights of real people, and labeling obligations.
Three risks to check before launch
This is not a list to fear, but a checklist to verify before hitting publish.
- Right of publicity: If your AI-generated images or videos use the face, body shape, or voice of a real person, even if recreated through technology, without written permission, you are in a legally risky area. This applies to both celebrities and ordinary individuals.
- Obligation to label AI-generated content: YouTube, Meta, and TikTok have all required disclosure of AI-generated content in many cases. The European AI Act has Article 50 mandating transparency for AI content, with specific application milestones needing confirmation through official documentation as the timeline has many phases. If you run ads or post content on these platforms without labeling when required, your account and campaigns may be affected.
- Authenticity of the product: AI-generated images can look better than real products. Colors may be sharper, materials smoother, and proportions more balanced. When customers receive the product and find it different from the image, trust is lost, leading to long-term brand damage far greater than the benefit of a few quick photos.
Most common errors
- Using a person's face or voice recreated by AI in commercial content without permission.
- No labeling of AI content when the platform is running requests, violating policies and potentially affecting the advertising account.
- Using AI-generated product images that are too perfect compared to the real items can disappoint customers when they receive their orders and leave negative reviews.
- Ignore signals that a segment of consumers is wary of AI content in advertising, according to some surveys. This is a qualitative signal, but for certain customer segments, especially those sensitive to authenticity, it can affect brand perception.
Advertising must be honest, not misleading, and backed by evidence. When images or voices are generated by AI, you are responsible for ensuring that customers do not misunderstand the speaker, the product being sold, or the nature of the content.
The core principle of the FTC (Federal Trade Commission) regarding truthful advertising
The viewpoint of Sinh Vũ
Sinh Vũ prioritizes authenticity and credibility over speed in public image dissemination. Not because of a dislike for technology, but because brand credibility accumulates slowly and can be lost quickly. An inauthentic image or copyright violation can lead to consequences disproportionate to the initial benefits.
AI is truly useful when used in the right places: generating ideas quickly, exploring multiple directions before investing in actual production, or creating internal documents. These are situations where speed is more important than absolute perfection. However, for images that reach customers, you should maintain higher standards and have an expert accompany you to avoid sacrificing reputation for a few convenient photos.
Decision checklist
Topic: AI in brand imagery and video. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Influencer Marketing Hub, AI Disclosure Rules by Platform. Dynamis LLP, AI Disclosure in 2026 for Brands & Influencers. Core FTC (U.S.) principles on truthful advertising. EU AI Act Article 50 (implementation date to be confirmed by official documentation). AI labeling guidelines from YouTube, Meta, TikTok. Sinh Vũ's professional perspective.
Frequently asked questions
Are AI-generated product images allowed to be posted on the website and used in advertising?
Yes, but pay attention to two points. First, AI-generated images should not mislead customers about the actual product, such as colors, materials, or sizes differing from the real items. Second, many advertising platforms like Meta and TikTok require labeling content created by AI. You should read the policies of each platform before publishing.
Are there any issues with using a person's face in AI-generated images?
There is a real risk. If you use the face or voice of a real person reconstructed by AI without their permission, you may violate their right of publicity, which is the right to control how their image and voice are used for commercial purposes. This is a legal risk, not just an ethical issue. Sinh Vũ advises against using real people's faces or voices in AI content without clear written permission.
How does the EU AI Act affect Vietnamese brands?
If your brand has activities aimed at users in Europe, including sales, advertising, or operating social media targeting that market, the EU AI Act may apply. Article 50 of this law includes provisions for AI content transparency. The specific applicability needs to be confirmed through official documentation as the timeline has many milestones. Sinh Vũ advises you to seek legal consultation if the European market is a focus.