Chapter 7: Visual Influence: Strengthening Brand Recognition, Appeal and Interaction Through AI-Generated and Authentic Photographs

In the digital age, visual content has become a cornerstone of effective marketing strategies. The rise of social media platforms and the increasing consumption of digital media have heightened the importance of compelling visuals in capturing consumer attention. Brands are continuously seeking innovative ways to distinguish themselves in a crowded market, and imagery plays a pivotal role in this endeavour. This study aims to bridge the gap in current research by providing a detailed examination of how artificial intelligence (AI)-generated and real photographs, in both colour and black-and-white formats, influence brand awareness, attractiveness and engagement. Through a comprehensive analysis of consumer perceptions in the United Kingdom, this research will equip brands with the knowledge to make informed decisions about their visual content strategies, ultimately enhancing their ability to connect with and engage their target audience.