If I had a Euro for every time I’ve seen this stock photo…
... I’d be rich by now. Okay, probably not, but it would definitely boost my cash flow. I mean, it’s a great picture, right? A happy group of people using different devices. It’s the go-to choice for every company that wants to showcase diversity, teamwork, and well… people using devices. From eCommerce stores to pharmaceutical companies, the same free stock images appear over and over again, making brands look generic, uninspired and cheap.
The hidden cost of free stock photos
Let’s say you’re building your website, chose a nice colour that fits your logo, nailed your messaging, picked some sleek icons, and you need images. Now what? The easy way is a quick search for free stock photos. I get it. But let’s think… if they’re free and widely available, thousands of other companies are using them too. So? Well, it means the overall visual identity on your website ends up looking just like everyone else’s. If you’re a legal consultant, do you want the same imagery as a fintech startup?
While stock images are convenient, they come with long-term consequences:
Lack of originality: If customers see the same image elsewhere, it weakens your brand’s distinctiveness
Cheapens your brand perception: If you don’t invest in your own visuals, what does that say about the quality of your business?
Erodes trust: Customers might question how much effort you put into your work if they recognise stock photos from multiple other sources
You might think your customers won’t notice, and although it might be true, familiarity does stick. People may not remember every single image they’ve seen, but we instinctively recognise when something feels generic. And it only takes one person to recognise a widely used stock photo for your brand to lose credibility. Do you really want to risk losing a potential client just because you tried to save money on your visual identity?
Using generic stock images is like decorating your office with mass-produced furniture you found on the street. Wouldn’t it be more appealing if customers were welcomed into a space with tailored, stylish, and unique furnishings? Remember, your online presence is your virtual office. Your website, your social media channels, your newsletters, your articles, your presentations are where customers get invited in, and first impression is key.
Why bother with AI-generated images?
Because they’re unique, customisable, and visually compelling. Sure, you might need to invest in a professional, but the return on investment is significant. Using unique visuals tailored to your brand identity, rather than settling for overused stock images helps you tell your story, invite customers on a journey, and communicate your values visually.
Where can you benefit from AI-Generated images?
Website & landing pages: Create a striking first impression with visuals that truly represent your brand
About page: Showcase a consistent and professional brand identity, even if you’re a remote team without office photos
Marketing & ads: Stand out in social media feeds with unique, eye-catching images
Newsletters & content marketing: Keep your visual identity cohesive
Product & service pages: Present your offerings in a way that feels exclusive
Check out my visual guidelines to see what’s possible for AI-powered branding:
Successful branding is unique & personalised
Strong branding isn’t just about a great logo, a snappy mission statement or an awesome team. Quality branding is about crafting a visual identity that sets you apart, tells your story, and invites your audience in at first glance.
Before you download another free stock image, ask yourself:
• Is this helping my brand stand out, or making it blend in?
• Does this image tell a story about my company?
• Is this image inviting my clients in?
If your answers are unclear, it might be time for to rethink your content strategy.