In the past, visual storytelling was bound by the limits of time, resources, and human labor. Today, artificial intelligence is changing the equation, offering opportunities to create, adapt, and personalize visuals faster and more flexibly than ever before.
But as AI-powered tools reshape the creative process, new questions are surfacing about how to responsibly and ethically use them. In a recent fireside chat, technology journalist Connie Guglielmo and digital imagery expert Chris Zacharias explored the transformation underway – and what marketers, creatives, and business leaders need to consider as they navigate this new frontier.
1. Transform a single asset into infinite possibilities
One of the most powerful shifts enabled by AI is the ability to extract infinite value from a single image. Rather than treating a photograph as a static artifact, AI-driven systems can now generate countless variations – changing backgrounds, extending edges, animating elements, and even synthesizing entirely new scenes.
As Zacharias demonstrated, a single photo of a frog can be expanded, reimagined, and set into motion in countless creative ways. For businesses, this ability to amplify an asset’s utility means faster iteration, broader personalization, and stronger storytelling without exponentially increasing resources.
This addition to the creative toolkit allows marketers and designers to quickly tailor visual experiences for diverse audiences and formats, increasing engagement while maintaining brand consistency.
2. Maximize assets while maintaining human oversight
While the efficiency gains are clear, Guglielmo emphasized that human involvement remains critical. AI can suggest, adapt, and automate – but it cannot understand the nuances of brand identity, emotional storytelling, or ethical context without human guidance.
No AI is perfect. Even the most sophisticated systems sometimes produce outputs that are visually “off” or contextually inappropriate. Keeping humans in the loop ensures that creative decisions maintain authenticity, align with brand goals, and respect both legal and cultural considerations.
Rather than eliminating human creativity, AI extends it – freeing teams to focus on higher-order storytelling while leveraging automation to handle the repetitive or labor-intensive aspects.
3. Balance innovation with responsible practices
Alongside the excitement comes a necessary conversation about ethical deployment. AI’s ability to mimic visual styles – from anime aesthetics to recognizable public figures – raises serious concerns around copyright, ownership, and authenticity.
Brands must resist the temptation to cut corners for the sake of speed. Borrowing heavily from copyrighted or signature styles without permission can backfire, damaging trust and inviting legal risk. Instead, organizations are encouraged to train AI models on licensed or original content and develop clear internal guidelines for ethical use.
As Guglielmo noted, "Just because you can do something with technology doesn’t mean you should." Responsible innovation requires thoughtful playbooks, careful dataset curation, and a commitment to transparency.
4. Disclose how AI enhances visual content
Trust in visual media has already been strained by deepfakes and AI-generated misinformation. As AI-driven content becomes even more convincing, disclosing how visuals are created or enhanced will play a vital role in maintaining credibility.
There are no universal disclosure standards yet, but brands have an opportunity to lead. Simple practices like labeling AI-assisted imagery, using watermarks, or offering easily accessible attribution details can help audiences feel informed rather than deceived.
Guglielmo cited examples like Dove’s AI guidelines and Ukraine’s AI spokesperson as early models of transparent practice. By being open about how AI is used, businesses can build trust rather than risking backlash.
5. Embrace creativity as a human-led evolution
At its core, AI does not create new ideas – it reorganizes existing elements based on patterns it has seen. True creativity still comes from humans: from imagination, emotion, and vision.
Rather than viewing AI as a competitor, creative professionals should see it as a catalyst for exploration. As Zacharias put it, the technology expands the "surface area of creativity," enabling artists, marketers, and storytellers to realize ideas that would have previously been impossible or impractically expensive.
The future belongs to those who embrace this new creative paradigm – not by replacing human ingenuity, but by amplifying it.
Watch the full discussion on AI and visual storytelling
The landscape of visual media is changing rapidly, and staying ahead means understanding both the opportunities and the challenges.
Experience the full conversation between Connie Guglielmo and Chris Zacharias – including real-world examples, ethical frameworks, and practical insights – by watching the complete fireside chat, How AI Is Shaping Storytelling and Visual Media.
