Authenticity Sells: Why AI-Generated Horse Images Are Hurting Brand Trust

6 days ago5 min read

Horses aren’t just animals to those of us who love them – they’re part of our lives, our businesses, and our passion. So, imagine my disappointment when I recently flipped through an equine publication and saw multiple ads using AI-generated horse images. Something felt off. The heart, the authenticity – gone.

Now, before I say anything more about this, let me state that I realize it’s getting more and more difficult to discern real photos from AI photos. I wrote about this in a post titled 6 Ways to Discern AI Horse Images from Real Equine Photos and will share more thoughts on how to solve that problem near the end of this post.

As part of the largest demographic of horse owners (middle-aged women), whenever I see AI images used by equine companies, the brand loses credibility with me.

I realize that I am looking through the lens (pun intended!) of a photographer, so I was curious what others would think, so I posted an informal poll on my personal Facebook page, where I have a lot of horse-owning friends.

I asked this question: When you see a brand using an AI image for marketing – what is your response?

A: I agree, credibility is lost

B: I don’t care

C: I have mixed feelings

The results? People have strong feelings on this topic, and most share my opinion that credibility is lost when a brand uses AI images in their advertising.

Survey Results: How Do People Feel About AI Images in Marketing?

96% say AI hurts brand credibility
0% say they don’t care
4% have mixed feelings

Here’s What Real Horse Owners Who Answered “A” Had to Say

“This makes me lose faith in the brand. As someone who puts these types of things together for a brand, I know it can be hard at times, but try a little harder. We are limited in what we can do on a whim, but we try hard to find the right image in our stock, or we go to legit stock sites (making sure we do not include AI-generated images in the search).“ Megan A

"This is as a horse person first, photographer second. Anytime there is AI or obvious edits it makes me question the legitimacy of the product. Why can’t you show us it being used “as it should be”? What are you hiding? Is it brand new and never tested? How does it ACTUALLY work/fit/interact with horses?” Bre Y

“Credibility is lost, especially on a high-end product. They want big money for their product but couldn’t afford a photographer to take actual photos of their products? No thank you! Unless it’s not available anywhere else and I have to have it, I’ll pass and go to another company.” Tammy M

“It screams cheap, lazy and unprofessional. They just want to skip having to pay designers, photographers, etc.“ Judy R

“Beyond the fact it is cheap and lazy, the ethics around ai (water consumption, environmental impacts, training using stolen images/art) makes me immediately hide ads.” Sarah F“It makes me wonder where else they are cutting corners and what images of/with their products have been doctored heavily.” Leigh M

“Credibility is lost. Fake pictures looks like a fake company, so then how are we to trust the quality of the product or services? Especially with all the scams out there.” Chloe H

Does AI Ever Belong in Equine Marketing?

On the other hand, this comment from a similar post I made on LinkedIn made a good point. If AI is used for making something that’s obviously not a photo, it’s less deceptive.

“If they are using it on something casual (social holiday post) and making it a cartoon or etc and it’s accurate (no weird legs) maybe. If they are trying to play it off like it’s a photo, or if it’s not accurate/authentic, or they are trying to be cheap on something print/packaging/bigger impact then I think it just makes them look cheap and even scammy.” Robyn V

A Pragmatic Look

A friend who works in Equine marketing had some interesting thoughts on this when it comes to a short-lived, generic image placement:

“From a pragmatic POV, I would consider how transient the design asset is and how the image is used.

“Let’s consider a situation where AI generated imagery, like a generic horse in pasture, is used as a background for a short lived asset. If it is a relatively decent image and is not the focal point, I definitely understand the benefits from a companies perspective in avoiding diminishing returns on time and investment.

“I agree, product and branding imagery is a completely different story. In an ideal world, absolutely professional images are always going to be best.”

May 2024 issue's cover photo is by Shelley Paulson.

Not Everyone Can Identify AI

Finally, another friend, who is not a photographer, made this valid point. It’s going to continue to get more difficult to discern real from AI:

“Here’s the deal- to the untrained eye we don’t know it’s an AI photo. Sorry but that’s the truth for some of your non-photographer friends.” Jodi E

The Real Cost of Using Fake Images

At first glance, AI-generated horse images might seem like a quick, cost-effective solution for advertising. But what many brands fail to realize is that these artificial visuals come with hidden costs – ones that can damage credibility, trust, and long-term customer relationships.

For equestrians, authenticity isn’t optional – it’s a core value. Horse owners spend years developing their eye for the subtle details that matter to them. When they see an AI-generated horse with incorrect anatomy, unnatural tack, or an awkward gait, it raises red flags. Instead of inspiring confidence in a product, these inaccuracies make potential customers question the brand’s knowledge, attention to detail, and even the quality of the product itself. If a company is willing to cut corners with its visuals, what else might they be skimping on?

Beyond perception, AI-generated images strip away the emotional connection that real photography provides. A carefully captured moment between a rider and horse tells a story, evoking feelings of trust, passion, and tradition – elements AI simply can’t replicate. And in an industry built on deep, personal relationships with horses, those emotions matter. Brands that rely on AI risk alienating their most loyal customers in exchange for what seems like a short-term gain but is ultimately a long-term loss.

So what is a brand to do? The big, inexpensive stock libraries are now full of AI-generated images.

April 2024 issue's cover photo is by Shelley Paulson.

What Can Brands Do Instead?

Here are several solutions to avoid using AI in advertising:

Make sure that when you search stock libraries, you filter out AI results.

License images from a reputable photographer (like me!)

Hire a photographer to create custom images that represent the uniqueness of your brand and build trust with your audience.

Your customers value authenticity. Your brand should, too.

If you’re ready to showcase your products with real, authentic equine photography, you have two great options: book a custom photoshoot with me to create imagery tailored to your brand, or license from my extensive stock library at shelleypaulsonstock.com, featuring over 16,000 curated images of real horses, horse owners, and equine professionals.

No AI, no compromises – just genuine, high-quality equestrian photography that builds trust with your audience.

Person in helmet with horse in dimly lit stable. Text reads "Find the Perfect Equine Stock Photo For Your Next Marketing Project."

Shelley Paulson

With over two decades of experience in equine photography, Shelley Paulson is a sought-after commercial photographer whose work has been featured in top equestrian publications, advertising campaigns, and leading equine brands. In addition to custom photography, her stock image library offers over 16,000 authentic, high-quality equestrian images available for licensing.