CMO · Playbook · Intermediate · Saves 30+ hours
AI Image Generation Guidelines
Guidelines for using AI image generation tools appropriately in marketing.
What's included
- Use case guidance (when to use/not use)
- Tool comparison and selection
- Prompt engineering for images
- Brand consistency techniques
- Legal and disclosure requirements
- Quality standards
Best used when
- Considering AI images
- Building visual guidelines
- Training creative team
- Managing legal risk
- Scaling visual content
The template
Overview
USE CASE GUIDANCE
When to Use AI Images
| Use Case | Appropriate | Notes |
|---|---|---|
| Concept exploration | Yes | Rapid ideation |
| Internal presentations | Yes | Not public-facing |
| Social media graphics | Carefully | May need disclosure |
| Blog illustrations | Carefully | Quality varies |
| Ad creative | Rarely | IP/quality concerns |
| Website hero | No | Use real photography |
| Product images | No | Must be authentic |
Decision Matrix
| Factor | Use AI | Don't Use AI |
|---|---|---|
| Authenticity matters | X | |
| Speed is critical | X | |
| Budget is tight | X | |
| Brand precision needed | X | |
| Concept only | X | |
| Final asset | X |
TOOL COMPARISON
| Tool | Best For | Quality | Cost |
|---|---|---|---|
| Midjourney | Artistic, stylized | High | $10-60/mo |
| DALL-E | Realistic, precise | High | Per-use |
| Stable Diffusion | Flexibility, customization | Medium-High | Free-$ |
| Adobe Firefly | Brand integration | High | Part of CC |
| Canva AI | Quick social graphics | Medium | Part of Pro |
Selection Criteria
| Requirement | Recommended Tool |
|---|---|
| Photorealistic | DALL-E, Midjourney |
| Brand colors/fonts | Adobe Firefly |
| Quick turnaround | Canva AI |
| Artistic/creative | Midjourney |
| Custom training | Stable Diffusion |
PROMPT ENGINEERING
Prompt Structure
[Subject] + [Style] + [Composition] + [Lighting] +
[Color palette] + [Details] + [What to avoid]
Example Prompts
Corporate/Professional:
Modern office workspace, diverse team collaboration,
natural lighting, clean minimalist design, soft
blue and white color palette, professional photography
style, sharp focus --ar 16:9
Abstract/Conceptual:
Abstract visualization of data flow, glowing nodes
connected by light streams, dark blue background,
technology aesthetic, cinematic lighting,
no text --ar 16:9
BRAND CONSISTENCY
Style Guide for AI Images
| Element | Specification |
|---|---|
| Color palette | [hex codes] |
| Mood | [descriptors] |
| Style | [realistic/illustrated/etc] |
| Avoid | [list of don'ts] |
| Aspect ratio | [standard sizes] |
Consistency Checklist
- Matches brand color palette
- Aligns with visual style
- Consistent with other assets
- Appropriate quality level
- No artifacts or distortions
LEGAL & DISCLOSURE
Disclosure Requirements
| Platform | Requirement |
|---|---|
| Meta (FB/IG) | Required for ads |
| Recommended | |
| Website | Emerging best practice |
| Press/media | Required |
Legal Considerations
| Issue | Risk | Mitigation |
|---|---|---|
| Copyright | Medium | Use commercial licenses |
| Likeness rights | High | Avoid realistic faces |
| Trademark | Medium | Don't include brands |
| Attribution | Low | Document sources |
Safe Practices
- Never generate realistic human faces
- Don't replicate specific artists' styles
- Keep records of prompts used
- Review commercial use rights
- Disclose when required
QUALITY STANDARDS
Quality Checklist
| Check | Pass/Fail |
|---|---|
| No obvious artifacts | [ ] |
| Anatomically correct | [ ] |
| Text is legible (if any) | [ ] |
| Resolution sufficient | [ ] |
| Matches brief | [ ] |
Frequently asked questions
What is the AI Image Generation Guidelines?
Guidelines for using AI image generation tools appropriately in marketing.
Who is the AI Image Generation Guidelines for?
It is built for CMOs and their teams working on AI Marketing. The AI coach adapts it to your company, stage, and goals.
What's included in the AI Image Generation Guidelines?
2 working sections: Overview; TOOL COMPARISON.
How long does the AI Image Generation Guidelines take to use?
It saves roughly 30+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the AI Image Generation Guidelines free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the AI Image Generation Guidelines?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.