Transparency: consumers want to know

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What happens when speed, scale, and convenience start to erode trust in the images brands rely on to tell their story?

In this episode of Tech Talks Daily, I spoke with Dr. Rebecca Swift, Senior Vice President of Creative at Getty Images, about a growing problem hiding in plain sight, the rise of low-quality, generic, AI-generated visuals and the quiet damage they are doing to brand credibility. Rebecca brings a rare perspective to this conversation, leading a global creative team responsible for shaping how visual culture is produced, analyzed, and trusted at scale.

We explore the idea of AI "sloppification," a term that captures what happens when generative tools are used because they are cheap, fast, and available, rather than because they serve a clear creative purpose. Rebecca explains how the flood of mass-produced AI imagery is making brands look interchangeable, stripping visuals of meaning, craft, and originality. When everything starts to look the same, audiences stop looking altogether, or worse, stop trusting what they see.

A central theme in our discussion is transparency. Research shows that the majority of consumers want to know whether an image has been altered or created using AI, and Rebecca explains why this shift matters. For the first time, audiences are actively judging content based on how it was made, not just how it looks. We talk about why some brands misread this moment, mistaking AI usage for innovation, only to face backlash when consumers feel misled or talked down to.

Rebecca also unpacks the legal and ethical risks many companies overlook in the rush to adopt generative tools. From copyright exposure to the use of non-consented training data, she outlines why commercially safe AI matters, especially for enterprises that trade on trust. We discuss how Getty Images approaches AI differently, with consented datasets, creator compensation, and strict controls designed to protect both brands and the creative community.

The conversation goes beyond risk and into opportunity. Rebecca makes a strong case for why authenticity, real people, and human-made imagery are becoming more valuable, not less, in an AI-saturated world. We explore why video, photography, and behind-the-scenes storytelling are regaining importance, and why audiences are drawn to evidence of craft, effort, and intent.

As generative AI becomes impossible to ignore, this episode asks a harder question. Are brands using AI as a thoughtful tool to support creativity, or are they trading long-term trust for short-term convenience, and will audiences continue to forgive that choice?

Useful Links

• Connect with Dr. Rebecca Swift on LinkedIn
• VisualGSP Creative Trends
• Follow on Instagram and LinkedIn

Thanks to our sponsors, Alcor, for supporting the show.