As companies rush to use artificial intelligence to generate advertising imagery, they may be taking on greater risks in the process.
According to Il Sole 24 ORE, the growing use of AI-generated images in advertising is creating heightened risks for businesses. The Italian financial newspaper frames the issue around advertising imagery specifically — the visuals that brands produce and put in front of consumers.
The reporting points to a shift already underway in how marketing content gets made. Where photographers, illustrators, and design teams once produced ad visuals, AI tools can now generate them quickly and cheaply. That convenience, the outlet indicates, comes with exposure that companies may not fully appreciate.
The source does not detail every category of risk, but the central message is a caution: adopting AI for advertising visuals is not a consequence-free efficiency gain. Businesses that lean on these tools are, in Il Sole 24 ORE's framing, opening themselves to greater risk than they might face with traditional imagery.
Why it matters: advertising is one of the most visible places where AI is entering everyday commerce, and if the tools that make marketing faster also make it riskier, that trade-off will shape how — and whether — brands trust AI with their public image.