A grounded way to think about authorship, transparency and responsible visual creation with AI tools.

Responsibility starts with the purpose

The ethical questions around an image depend partly on how it will be used. A private concept sketch, an editorial illustration and a commercial campaign carry different expectations and levels of risk.

Avoid deceptive context

AI-generated visuals should not be presented as documentary evidence of real events. When realism could mislead an audience, clear labelling and thoughtful context protect both viewers and the creator.

Treat people and identities carefully

Do not imitate a living artist, public figure or private individual in a way that suggests endorsement or creates harm. Build prompts around broader visual characteristics rather than copying a recognisable personal signature.

Practical checklist

• Could the image be mistaken for a real event?
• Does it use a person’s likeness or identity?
• Is the source and licence of every project asset clear?
• Would disclosure help the audience understand the work?
• Does the final use respect the communities it depicts?

Use these principles as a starting point, then adapt them to the audience, channel and creative goal of your project. The best results come from a clear intention and a willingness to iterate.