Common mistakes when using AI in commercial imagery and how to avoid them
The problem is not AI, but how it is used
Artificial intelligence has democratized image generation, but it has also multiplied mistakes in commercial environments. Many AI-generated images look striking at first glance, yet fail to meet the basic requirements of professional visual communication.
The issue is not the tool itself, but the lack of visual judgement, technical control and understanding of commercial context.
Mistake 1: treating AI as a final solution
One of the most common mistakes is considering an AI-generated image as a finished result.
This often leads to:
- Visually inconsistent images
- Detail errors
- Poor colour control
- Resolution issues
- Images unsuitable for print
AI generates visual raw material, not final advertising imagery.
How to avoid it:
Integrate AI into a process that includes critical selection and professional post-production.
Mistake 2: lack of consistency between images
Generating a single image is easy. Maintaining consistency across multiple images is far more complex.
Common issues include:
- Style changes between visuals
- Inconsistent lighting
- Differences in scale or perspective
- Material inconsistencies
All of this directly affects brand perception.
How to avoid it:
Work with clear art direction and apply global adjustments during post-production.
Mistake 3: unconvincing materials and finishes
AI tends to “invent” materials that look appealing but do not exist or are not technically viable.
Frequent problems include:
- Unrealistic surfaces
- Overly perfect metals
- Textures without physical behaviour
- Lack of micro-detail
These errors break realism and undermine trust.
How to avoid it:
Use real references and correct materials through post-production or by integrating 3D rendering.
Mistake 4: ignoring the final use of the image
Many AI images are generated without considering their final application.
This results in:
- Images that cannot be properly laid out
- No space for text
- Insufficient resolution
- Problems in large-format use
Commercial imagery must be designed with its destination in mind.
How to avoid it:
Define from the start whether the image is intended for web, catalogue, advertising or print.
Mistake 5: visually promising what the product cannot deliver
One of the most serious mistakes is creating images that idealize the product beyond realistic limits.
This happens when:
- Technical constraints are ignored
- Finishes or features are exaggerated
- The image has no real-world basis
The result is disappointment and loss of trust.
How to avoid it:
Maintain a realistic approach aligned with the actual capabilities of the product.
Mistake 6: not integrating AI into a professional workflow
AI used in isolation produces disconnected visuals. Professional communication requires a system.
Common issues include:
- One-off use without overall coherence
- Lack of technical review
- Absence of quality control
How to avoid it:
Integrate AI into a workflow that includes art direction, post-production and final quality control.
Professional judgement as the key factor
Avoiding these mistakes is not about learning how to “prompt better”, but about understanding imagery as a communication tool.
Frequently asked questions (FAQ)
Why are many AI images unsuitable for advertising?
Because they are not designed for real commercial use and do not go through professional control and post-production.
Does AI always generate detail errors?
Often yes, which is why professional review and correction are necessary.
Can visual consistency be achieved using only AI?
It is very difficult. Consistency usually requires art direction and post-production.
Can these mistakes be fixed later?
Some can, but others must be avoided from the initial planning stage.
Can AI damage brand image?
Yes, if used without control and results in unconvincing or inconsistent visuals.
Conclusion
AI is not the problem in commercial imagery. The problem is using it without professional judgement. Avoiding these mistakes makes it possible to harness AI’s creative potential without compromising coherence, realism or the credibility of visual communication.