Images are the visual backbone of the internet. They tell stories, evoke emotions, and catch our attention faster than any text could.
Whether you're a marketer, blogger, or business owner, the right image can elevate your content—but using the wrong image could land you in legal and financial hot water!
And now, with AI both generating imagery and being used to track image usage, the stakes are very high. So how can you make sure you’re staying on the right side of the law while maximising your creative output?
Let’s explore the quickly evolving landscape of image rights, AI tools, and tips to ensure you're using images responsibly.
The growing role of AI in tracking image use
AI tools are transforming the way image copyrights are monitored. Platforms like TinEye and Google Images’ reverse search capabilities allow creators and copyright holders to track where their images are being used.
This tech is becoming increasingly sophisticated and is able to identify even heavily edited images.
If you’ve ever thought, “Who’s going to notice if I use this photo?” The answer is now clear: AI will.
This doesn’t just apply to traditional photography. AI-generated images, whether created by tools like DALL-E, MidJourney, or Canva, are also entering copyright territory. While these platforms often offer clear licensing agreements, it’s important to read through their terms.
For example, many AI-generated images are free for personal use but require attribution or a premium license for commercial purposes.
Is it safe to use this image?
Before diving into where to find royalty-free images, let’s clarify the two main types of image licensing:
- Royalty-Free (RF): This doesn’t mean the image is free of cost. It means you pay a one-time fee (or no fee if it’s free) and can use the image multiple times without paying royalties. However, there are usually restrictions on resale or using the image in a logo.
- Rights-Managed (RM): These images are licensed for specific uses, often with restrictions on duration, geography, or audience. They’re typically more expensive and not ideal for general use unless you have a specific need.
Confused about the difference between copyright-free and royalty free? Here’s a quick breakdown.
| Royalty-free | Copyright-free |
| One-time fee | No fee required |
| Specified restrictions | No restrictions |
| Use as many times as you want | Use as many times as you want |
| Lives in an image gallery | Lives in the public domain |
How check an image’s rights:
Use Google Search Tools: After searching for an image, click “Tools” > “Usage Rights” and filter by options like “Creative Commons licenses.” Check out this useful video guide from Insider Tech.
Check the Source: If the image comes from a stock site, look for its licensing details. Platforms like Shutterstock, Adobe Stock, and Getty Images provide clear terms for each image.
Reverse Image Search: Use tools like TinEye or Google’s reverse image search to check if an image is already in use or has unclear origins.
Where to find royalty-free images
A wealth of platforms offers high-quality, royalty-free images for various needs. Here are some standouts:
- Unsplash: Unsplash is a favorite for blog and social media content. It's known for its artistic, high-res images.
- Pexels: Offers a mix of photos and videos, including diverse and inclusive imagery.
- Pixabay: A treasure trove of illustrations, photos, and even sound effects.
- Canva: Beyond being a design platform, Canva’s premium plan gives you access to a vast library of royalty-free images.
- Napkin AI: Generates data-driven visuals and infographics based on text and tailored to your needs.
What about AI generated images?
AI has opened up new doors for creating customised images. But the question remains: who owns the rights? Generally, there are two categories.
Commercial Use: Most AI image generators allow commercial use but may require attribution or a subscription.
Derivative Works: If you modify an AI-generated image, the copyright may be shared, or you might own the derivative work outright. Always check the platform’s terms.
When in doubt, generating your own images through tools like Canva, Photoshop, or even your smartphone camera ensures complete ownership.
You should own your own imagery
While stock photos and AI-generated images are convenient, nothing beats owning your visuals. Original photography or graphics build your brand identity, helps avoid copyright disputes and can be reused and repurposed for maximum ROI.
This is where content marketing services like ours come in handy. By partnering with us, you can create a library of unique assets tailored to your brand. These assets not only provide legal peace of mind but also help you stand out in a sea of cookie-cutter content. We also create content for our clients that is designed to be reused and repurposed, providing the best possible ROI on the assets.
How to maximise your visual content
A good way to maximise your content is to plan ahead. By creating a content calendar that maps out your image needs, you’ll prevent last-minute chaos.
Furthermore you can batch create your content. If you’re working with a photographer or designer, make sure to produce a range of images in one session for different purposes.
Finally, be smart about your repurposing, beyond just reposting the same thing in different places. A single image can be cropped, filtered, and adjusted to fit multiple formats, from Instagram posts to email headers.
Final thoughts
In an era where AI is reshaping content creation and tracking, it’s more important than ever to understand the rules of image use.
Whether you’re sourcing stock photos, diving into AI-generated art, or commissioning original work, staying informed is the best way to protect your brand and maximise your content’s impact.
Remember, the ideal scenario is to own your imagery—not just for legal peace of mind, but to ensure your visuals truly represent your brand.
With the right tools and strategies, you can make every image work harder for your content marketing efforts, turning visuals into valuable assets rather than potential liabilities.
Want to find out more? Book a free 30 minute phone consultation with Make It Happen.