Generative AI (genAI) for visual content is the subject of many memes — think pictures of humans with three hands. But while the technology is not yet perfect, it’s gaining traction across industries, from retail and manufacturing to insurance and the public sector. Organizations are leveraging this technology to create immersive and interactive customer experiences such as virtual try-ons and hyper-personalized marketing campaigns, as well as virtual simulation environments and AI designs. While many have heard the buzz around AI-generated images, the real transformation is much broader. GenAI isn’t just generating captivating visuals; it’s reshaping how businesses scale creativity, engage audiences, and develop entirely new products.

GenAI Revolutionizes Content Productivity

Until recently, creating compelling visual content required large budgets, specialized design and production teams, and long production lead times. Now, advanced AI technologies such as generative adversarial networks, diffusion models, and transformer-based architecture can generate, enhance, or remix images and videos in ways that were unimaginable just a few years ago. This means more agility and a faster path to market for creative assets. Forward-thinking firms are already using genAI to prototype products, localize campaigns for different regions, and customize content at a pace that was not possible with traditional methods.

Opportunity Knocks, But So Do The Pitfalls

Several converging factors are propelling genAI for visual content into the spotlight:

  • Cost and speed. AI-based tools dramatically reduce design and production timelines, providing near-instant variations of an image or video for different target audiences. This creates the opportunity to produce quality content in a fraction of the time previously required and at a fraction of the cost.
  • Engagement and personalization. Fast and cheap are not the only advantages. GenAI for visual content also helps enterprises meet consumers’ demand for relevance. GenAI enables brands to tailor visuals to individual preferences — whether it’s a try-on avatar mirroring the user’s body type or localizing imagery for numerous global markets.
  • Interactive experiences. Beyond static images and video, companies are exploring AI-powered 3D renderings, augmented-reality demos, and dynamic ads that respond in real time to user behavior.

Of course, it’s not all smooth sailing. Even as businesses rush to harness genAI’s visual content potential, concerns about copyright, data privacy, and brand integrity arise. Organizations also face mounting regulatory pressures, especially in regions like the EU, where the EU AI Act imposes stringent guidelines for AI-generated media. At the same time, ethical considerations loom large, from ensuring fair training data to avoiding deepfake misuse, and photorealism or visual quality is still a concern for brands that command a premium in the marketplace and require high-quality visuals to match.

From Synthetic Moments To Governance: Create A Balanced GenAI Game Plan

Executives need a holistic approach that weaves together technology, business, and culture to maximize the impact of genAI. This means tailoring AI-generated experiences for the right consumer moments — using synthetic visuals for scrolling or gaming while preserving authenticity for live encounters such as in-store shopping. It involves freeing employees from repetitive tasks through automation and reserving creative, strategic work for human insight. Finally, leaders must establish solid governance, aligning with emerging global regulations to ensure responsible innovation and effective risk management.

Our newly published report, The State Of Generative AI For Visual Content, 2025, illustrates how genAI for visual content brings the promise of scaled production, content personalization, and immersive consumer experiences to life. Forrester clients can read this report to learn about the trends, use cases, and short- to midterm benefits. Clients can also read Maximize The Magic Of AI Visual Content to better understand the risks/rewards of using visual content tools or The State Of Computer Vision Technology, 2024 to understand how advancements in machine learning, enhanced computing power on devices like smartphones, and increased data availability have accelerated the adoption of computer-vision-powered applications.

And of course, clients can also connect with us through an inquiry or guidance session to discuss genAI for visual content solutions or other associated topics.