Sustainability and ethics are no longer just buzzwords; they’re critical values for modern brands. When considering the visuals that best represent these values, AI-generated images might seem like a convenient choice at first glance. But for Sweden-based brands and professionals committed to sustainability and authenticity, AI imagery can raise concerns. Here are three reasons why traditional event photography may be the better, more ethical fit for building a conscientious brand image.

1. Environmental Cost of AI Data Centres

The environmental footprint of AI isn’t just a technical detail—it’s a significant impact on global carbon emissions. AI-powered image generation and the data centres required to support it consume enormous energy. Globally, data centres use roughly 200 terawatt-hours each year, which amounts to about 1% of all electricity consumption worldwide.

A study by the University of Massachusetts Amherst shows that training some large AI models emits as much CO₂ as five gasoline-powered cars running over their entire lifetimes. While this figure varies for simpler models, it highlights the significant energy consumption required for many AI-based solutions. By opting for professional photography, brands can avoid contributing to this demand for energy-intensive processes, aligning more closely with environmentally conscious values.

2. Authenticity and Consumer Trust

Authenticity is no longer a luxury—it’s a necessity. Consumers today have a finely tuned sense of “authenticity radar,” and they’re quick to detect images that feel manufactured or inauthentic. The Edelman Trust Barometer has consistently shown that authenticity and trust are top drivers for consumer engagement, with 81% of consumers ranking trust as a major purchasing factor.

Using AI-generated images might seem cost-effective, but it can risk eroding this hard-earned trust if consumers perceive them as staged or disingenuous. Professional photography offers an authenticity that AI simply cannot replicate, providing a genuine connection that resonates with audiences.

3. Ethical Concerns: Impact on Creative Jobs and Copyright

Beyond environmental and trust issues, AI-generated content raises ethical questions, particularly for brands that value supporting local economies and fair labour practices. AI is reshaping creative industries, and photography is no exception. Job security within the creative field is increasingly threatened as AI technologies advance, sparking concerns about the economic and social impact of automation.

There’s also a growing concern about copyright in AI, particularly given that many AI models train on datasets that may contain copyrighted works without consent. This issue is significant enough that Getty Images, a major provider of professional visuals, has prohibited the use of AI-generated images on its platform due to these unresolved copyright challenges. For brands that prioritise ethical practices, choosing human photographers supports both local employment and intellectual property rights, helping to build a fairer and more sustainable creative ecosystem.

For brands focused on building genuine, trustworthy, and sustainable connections with their audience, professional event photography offers advantages that AI-generated images simply can’t match. If your brand values align with authenticity and responsible practices, we’re here to capture the real moments that make your brand stand out. Let’s talk about how we can authentically showcase your next event.

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