When users don't know an image's provenance, AI-generated photos are judged no less trustworthy than real stock photography; trust depends more on content than on how it was made.

Many companies worry that using AI-generated images will make them look unprofessional or untrustworthy. But new research says: as long as users aren't told the image is AI-made, they can't tell the difference and don't judge it more harshly.

The authors recruited 77 Americans to rate a fictional consulting firm's website. The sites were identical except for the hero image: 3 generated by AI, 3 real photographs. Users rated the company on trustworthiness, professionalism, and authenticity after viewing each page.

Surprise: AI images scored at least as high on all three dimensions, slightly higher in fact. Only 'authenticity' showed a statistically significant gap — but it was a mere 0.4 points on a 7-point scale. In open comments, praise focused on 'teamwork,' and criticism on 'lack of diversity' or 'hierarchy in poses' — nothing to do with image source.

Diversity is what matters

What users repeatedly cared about was 'diversity.' One AI image won praise for feeling 'inclusive,' while a real photo was criticized for not being 'diverse enough.' So AI doesn't automatically produce inclusive imagery — teams must manually check who leads, who supports, and whether stereotypes sneak in.

A few users suspected an image was AI-generated, and whenever they did, their ratings dropped — even when the image was actually real. That suggests the risk lies in being caught, not in using AI itself.

Screen AI images before use

The takeaway: AI images can be design assets, but not all are ready for prime time. Before using one, check: Does it support the page's message? Does representation look inclusive? Is the scene believable? Are there AI glitches in hands, text, glass reflections? How does it look at actual size on the page?

Also mind legal and ethical issues: AI models may have been trained on real people's photos, so check the tool's copyright policy. In the end, image source matters less than whether the image works — at least until users learn the source is AI.