The first time I presented AI-generated images to a client, I said nothing. The client approved everything. The images were exactly what they needed. But I was left with discomfort. Should I have said something? Was it dishonest?
After many presentations I have found a balance that works both ethically and professionally.
My rule: proactive transparency
Now I always mention that I use AI as part of my process. Not as an apology but as methodology. I present it this way: to explore creative directions quickly I use generative AI tools. This allows me to present more options in less time and dedicate the saved time to refining the direction you choose.
Most clients respond positively. They appreciate that I use modern tools. What they care about is the result, not whether every pixel was placed by hand.
When not to use visible AI
There are contexts where final images should not be AI-generated. Photographs of real products going to e-commerce. Images representing real people from the company. Any image that implies a visual promise to the consumer. In these cases I use AI for exploration and concepts but final production is real photography or human illustration.
The presentation framework
My structure is: first I show strategy and design decisions. Then wireframes and architecture. Then visual proposals, which is where AI appears. And finally the production plan, where I specify which images need professional production and which can remain generated.
This order matters. When the client sees strategy and thinking before seeing images, they understand that images are the result of a process, not the process itself. AI is the tool. The designer is the thinker.
