Stock photos are killing your brand. Here’s why.
Authenticity matters
We live in an era where AI can generate an image in seconds. It’s efficient, it’s compelling, and for early-stage concept work, it’s an incredible tool. I use it myself for storyboarding and ideation. Clients love it. My timesheets love it. In the right hands it can create magic and at AgencyUK, we are huge advocates of making the most of this ever-evolving technology.
But here’s the kicker; AI-generated imagery at its best is a beautiful deception.
The manifested culmination of a thousand imagined experiences and references.
But it isn’t real. It doesn’t live.
As a practicing street photographer myself, I’ve spent years walking the streets of cities around the world, camera in hand, searching for the perfect moment. There’s an irreplaceable craft in that. The patience, the instinct, the connection to a scene. The lived experience of being somewhere and capturing a place in time. That sentiment is exactly why brands can’t rely on AI and stock imagery alone. Bespoke photography captures something that machines and mass-market visuals simply can’t: human presence.
Generic imagery kills your brand’s identity
If you’re after genuine interaction from your audience, authenticity isn’t optional. Audiences can instantly spot inauthentic visuals. Overused stock images feel lifeless, and AI-generated content struggles to capture true human nuance, even if curated by someone with photographic sensibilities and an eye for what makes an image feel on-brand. Companies that rely on these solutions risk looking generic, uninspired, and detached from reality. Bespoke photography, on the other hand, builds trust. It showcases your people, your environment, and your culture, elements that make a brand feel alive and relatable.
A strong brand needs a unique visual language. A curated library of original photography ensures that every touchpoint (your website, social media, marketing materials) feels distinct and unmistakably yours. The alternative? Using the same generic stock photos as everyone else, blending into the noise. Investing in custom photography means every image is tailored to fit your brand’s tone, colour palette, and personality, reinforcing your identity at every turn.
Then there’s engagement. Social media thrives on real, human moments. The content that performs best is the kind that feels genuine. Real expressions, candid interactions, and raw energy. A polished AI render or a staged stock photo won’t make someone stop scrolling. But a real, intimate moment captured by someone who was there, experiencing the space, engaging with real people, and instinctively framing the shot will. Whether it’s a shared office laugh or a quiet moment of deep focus, authenticity always stands out.
Case study: Bringing the 4C brand to life through candid office photography
We recently worked with a client who needed fresh imagery for their brand. They didn’t want the typical, overly polished corporate headshots or lifeless stock images. Instead, they wanted to capture their people as they really are in conversation, in motion, immersed in their work.
So we did exactly that. We shot candid, natural office photography, focusing on real moments. The result? A set of images that felt undeniably theirs. Instantly usable across web and social to reinforce their identity. There is a benefit beyond the content as well. Employees feel empowered, important, and valued by seeing their face across the brand, rather than “Generic Face Model 04” who also features on the landing page of 106 other brands’ websites.
The results are fantastic; a collection of uniquely 4C images that can’t be found elsewhere, reflecting the diversity, energy, and depth of our people.
Suzanna Hinnell
An investment worth making
Bespoke brand photography isn’t just about aesthetics. It’s about credibility, engagement, and long-term impact. AI and stock images have their place, but if you want to stand out in a saturated market, you need visuals that tell your story. AI may be a valid alternative, and its advancements are making it harder and harder to deny, but creations made with distinctive human inputs are still those which are most successful. Despite that however, it will never replace the face and personality of your employees and the value they have to offer.
As a creative agency, we believe in crafting unique, meaningful brand visuals, because your audience can tell the difference. And in a world increasingly filled with AI-generated content, that difference matters more than ever.
IQVIA
Helping a global pharmaceutical leader build the world’s largest patient database.
The Institute of Osteopathy
Raising awareness and bookings for the UK’s largest body of osteopaths.
Bimuno
Giving an award-winning prebiotic supplement a summer marketing boost.
