What’s Real? And Does It Matter?

Sammanfattning

The emergence of AI-generated models has introduced new conditions for the production of visual content in digital marketing. What once required models, photographers, and physical production can now be generated digitally, making AI-generated models an increasingly contested practice in digital marketing. This study aims to examine how young communication professionals in Sweden reason about companies’ use of AI-generated models, and how they understand its implications for brand image and ethical responsibility. Drawing on perspectives from brand image and marketing ethics, ten semi-structured interviews were conducted with professionals at communication agencies in Stockholm. The empirical material was analyzed through thematic analysis, informed by a social constructionist perspective and an abductive approach, resulting in four themes: The Digital Shift, The Ethics of Imitation, Navigating Responsibility, and The Authenticity Paradox. Together, these themes show that the acceptance of AI-generated models is conditional, shaped by factors such as consent, transparency, purpose, and contextual fit. Responsibility is understood as shared between professionals, brands, and the industry, yet clear guidelines remain largely absent. The study further identifies an authenticity paradox, where the visual perfection of AI-generated models can simultaneously undermine the human credibility that audiences expect from brands. Overall, the study concludes that AI-generated models are not merely a technical production tool, but a strategic and ethical communication choice with consequences for brand image, credibility and professional responsibility.