AI image generators are everywhere. Every business owner is asking the same question: should I ditch expensive stock photos and photographers for AI?
The short answer? It depends. Let's cut through the hype and look at what actually works.
The Reality of AI Images Right Now
AI images have come a long way. Tools like Midjourney create stunning visuals that would have been impossible to generate just two years ago. But they're not magic solutions.
Here's the truth. AI images excel at certain things and fail spectacularly at others. Understanding this difference will save you time, money, and embarrassment.
What AI does well:
- Abstract concepts and illustrations
- Product mockups and lifestyle shots
- Background textures and patterns
- Creative interpretations of ideas
What AI struggles with:
- Accurate text rendering (signs, logos, documents)
- Consistent brand elements across multiple images
- Real people doing specific activities
- Technical accuracy (architectural details, medical imagery)
The Main Players: Midjourney vs DALL-E vs Others
Midjourney produces the most visually striking images. It's artistic, dramatic, and perfect for creative industries. But it requires Discord to use, which puts off many business owners.
DALL-E (from OpenAI) is more straightforward and business-friendly. Better at following specific instructions. Worse at artistic flair.
Adobe Firefly integrates with Creative Suite. Safer for commercial use since it's trained only on licensed content. Less creative output.
Stable Diffusion is free and open-source. Requires technical knowledge to use effectively. Most customisable option.
For most Welsh businesses, DALL-E or Adobe Firefly offer the best balance of quality and usability.
Where AI Images Work Best on Websites
Hero Sections and Backgrounds
AI excels at creating atmospheric backgrounds. Need a Cardiff cityscape at sunset? Or an abstract representation of financial growth? AI delivers.
We've used AI backgrounds for several accountant website designs where traditional stock photos felt too generic.
Blog Post Headers
Every blog post needs an image. AI can create relevant, on-brand visuals that actually relate to your content. No more awkward handshakes or people pointing at laptops.
Product Mockups
If you sell services rather than physical products, AI can create compelling visual representations. Perfect for consultancies, agencies, and professional services.
Icons and Simple Illustrations
AI generates clean, consistent icons faster than hunting through icon libraries. Especially useful for explaining complex processes or services.
The Hidden Costs Nobody Talks About
Free AI image generators don't exist. Not really.
Midjourney: £8-48/month depending on usage DALL-E: Pay per image (roughly £0.02-0.20 each) Adobe Firefly: Part of Creative Cloud subscription
But the real cost isn't the subscription. It's the time.
Getting good AI images takes iteration. You'll generate dozens of variations before finding one that works. Factor in 2-3 hours per image when you're starting out.
Then there's the editing. AI images often need touch-ups, background removal, or colour adjustment. You're back to Photoshop anyway.
Legal Issues You Can't Ignore
This is where it gets murky. AI training data includes copyrighted images. Some creators are suing AI companies. Others are banning AI-generated content.
For commercial use, stick to:
- Adobe Firefly (trained on licensed content)
- Paid Midjourney subscriptions (include commercial rights)
- DALL-E with proper attribution
Avoid free or "cracked" versions entirely. The legal risk isn't worth the savings.
What We Actually Recommend
At Web Cardiff, we use AI images selectively. They're tools, not replacements for good photography or design thinking.
Use AI for:
- Blog headers and social media
- Concept illustrations
- Background elements
- Quick mockups and prototypes
Stick with traditional methods for:
- Team photos and genuine business imagery
- Product photography
- Brand-critical visuals
- Anything requiring perfect accuracy
Getting Started: A Practical Approach
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Start with DALL-E. It's the most business-friendly option.
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Write specific prompts. "Professional accountant in Cardiff office, natural lighting, modern interior" works better than "business person".
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Generate in batches. Create 10-15 variations, then pick the best ones.
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Plan for editing time. Budget 30-60 minutes per final image for touch-ups.
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Keep style notes. Document what prompts work for your brand.
The Future (Without the Hype)
AI images will get better. Text rendering will improve. Consistency across image sets will get easier. Integration with website maintenance tools will become standard.
But they won't replace good photography or thoughtful design. They'll just make certain tasks faster and cheaper.
The businesses winning with AI images aren't the ones chasing every new tool. They're the ones using AI strategically, for specific problems, while maintaining quality standards.
Our Take
We're not anti-AI or pro-AI. We're pro-results.
When clients ask about AI images, we assess their specific needs. Sometimes AI is perfect. Sometimes it's a distraction from more important website issues.
Before worrying about AI images, make sure your website fundamentals are solid. Run our free website audit to identify bigger issues first.
AI is just another tool in the toolkit. Use it wisely, understand its limitations, and always prioritise your users' needs over flashy technology.
That approach has served our Cardiff clients well. It'll serve yours too.