A practical framework for deciding when generated images help a brand — and when only a real photograph will do.
We sort every image on a site into three jobs: evidence, explanation or atmosphere.
The framework
Evidence — your team, your product, your office — must be real. Explanation can often be illustrated. Atmosphere is where generated imagery shines, as long as it is art-directed as carefully as a shoot.
The failure mode is not AI itself. It is imagery nobody directed.
