Consumers struggle to spot AI photos, highlighting risks and opportunities for brands to earn trust through transparency

AI-generated images are flooding e-commerce and social media, and Clutch’s latest survey reveals a sobering truth: most people can’t tell what’s real—and many don’t realize it.

Can You Spot an AI Photo? Most Consumers Can’t

Before seeing images, 66% of consumers felt confident spotting AI-generated photos but 57% were wrong when tested. Younger generations did slightly better, but many still missed the mark, even those sure they could tell AI images.

“AI images are becoming so realistic that distinguishing them from real photos is increasingly difficult,” said Jeanette Godreau, who oversees web design content at Clutch. “This challenges both consumers and brands to rethink trust and authenticity online.”

Why Transparency of AI Photo Usage Matters

This difficulty in spotting AI imagery increases the need for brands to be transparent. Eighty-four percent say disclosure is important, and nearly 40% would trust a brand less if AI images were used without it. Another 41% say it depends on the context, but even subtle misuse can lead to backlash if it feels deceptive.

When AI Photos Are Acceptable (and How They Influence Buying Decisions)

Despite concerns, most consumers don’t reject AI visuals outright. Only 18% say brands should never use them. AI is accepted in fantasy scenes, illustrations, and concept art for unreal products. Consumers grow cautious when AI looks too real; just 14% are very likely to buy a product shown with AI images. That number is slightly higher for lifestyle or non-product visuals, but transparency remains key.

For brands, the message is clear: AI isn’t the problem; secrecy is. The full report is now available on Clutch.

About Clutch

Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than 1 million business leaders start at Clutch each month to read in-depth client interviews and discover trusted agency partners to meet their business needs. Clutch has been honored for the past eight consecutive years as an Inc. 5000 fastest-growing company and by the Washington Business Journal as one of the 50 fastest-growing private companies in the DC metro area for 2023.

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