AI and Image Use
In the age of artificial intelligence, every image uploaded online is more than just a visual moment. It becomes data. AI has transformed the way images are interpreted and reused, unlocking powerful capabilities from facial recognition and object detection to image generation and deepfake creation. With machines now trained to read visual content as fluently as text, our digital images—whether personal, professional, or promotional—are being swept into a technological shift that has far-reaching consequences.
A major driver of this transformation is synthetic media. This term refers to digital content—images, videos, audio, or text—that is artificially created or manipulated using AI and machine learning technologies, rather than captured from real-world events. It includes everything from AI-generated art and synthetic voices to deepfakes and entirely computer-generated visuals. The sophistication of this technology means that AI-generated content is becoming harder to distinguish from authentic material, raising a host of ethical, social, and legal concerns. When a piece of synthetic media convincingly replicates a real person’s voice, appearance, or style, the risk of misinformation, identity theft, or reputational damage becomes very real.
This evolution is particularly relevant for brands and eCommerce businesses, where product imagery, marketing assets, and even staff photos are shared widely online. Once an image is uploaded, AI tools can scan, index, and even reinterpret its contents. Modern machine learning models can remove backgrounds, extract embedded text, identify people or products, and create entirely new versions of the original image. In some cases, just a handful of photos are enough to recreate a person’s likeness—an issue that intersects with the broader conversation about deepfakes and online consent.
Synthetic media has also given rise to a new breed of digital marketing assets. Virtual influencers, AI-generated product shots, and voice-cloned customer service agents are now used to reduce production time and costs. While this presents exciting opportunities, it also creates ambiguity around authenticity. For example, a customer viewing a product image online might not realise it was never actually photographed. As AI-generated content becomes more common, transparency and responsible use become critical pillars of trust.
The eSafety Guide by the eSafety Commissioner is one of the most accessible tools available to help Australians better understand these challenges. It’s a practical online resource offering up-to-date information on popular apps, games, and social media platforms, with advice on privacy settings, parental controls, and how to report harmful content. As AI continues to influence how digital content is shared and seen, guides like this help the public stay informed and empowered, particularly younger users and parents navigating a rapidly evolving online landscape.
Protecting visual content in this environment requires a layered approach. New technologies such as content provenance protocols and digital watermarking are emerging to track and verify the source of images. Some AI models are being trained using filtered datasets or offer opt-out mechanisms, but the effectiveness of these measures depends on wide adoption and international cooperation. In the meantime, creators, brands, and individuals must remain proactive—monitoring how their content is used, understanding platform terms, and advocating for ethical standards around image rights and AI use.
Images online are no longer static records. They are dynamic assets, capable of being analysed, repurposed, and even reconstructed by machines. While AI offers remarkable tools for creativity and efficiency, it also introduces new risks that can affect privacy, reputation, and authenticity. As synthetic media becomes more widespread, a balance needs to be struck between innovation and protection—ensuring that digital content is used responsibly in a world where technology increasingly blurs the line between real and artificial.