Enterprise AI Analysis
How AI-generated images affect human preference and trust in websites
AI-generated images (AIGIs) are increasingly integrated into websites, yet their effects on user perception in contexts where trust matters remain underexplored. We report a within-subjects online experiment (N=43) in which participants evaluated six websites containing either photographic imagery or AIGIs, first without and then with disclosure of AI use. Without disclosure, participants tended to prefer websites using AIGIs, while trust judgments were more evenly distributed. When AI use was disclosed, trust shifted clearly toward websites using photographic images. These effects varied by website context, with higher tolerance in entertainment settings and stronger trust penalties in government and health settings. Open responses indicate a tension between visual appeal and perceived authenticity. While polished AI imagery enhanced aesthetic appeal, disclosure raised concerns about authenticity and credibility. We show that disclosure reshapes trust in website contexts and that acceptance of AIGIs depends on contextual expectations rather than image quality alone.
Key Findings: AI Imagery in Websites
AI-generated images (AIGIs) are increasingly common on websites, but their impact on user perception and trust, especially in sensitive contexts, remains underexplored. Our study reveals nuanced responses, with initial preferences for AIGIs shifting significantly after disclosure, particularly impacting trust in credibility-sensitive domains.
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Initial AIGI Preference
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Methodology
Results
Discussion
A within-subjects online experiment (N=43) was conducted, comparing user preferences and trust for websites with photographic versus AI-generated imagery, both with and without AI disclosure. Participants evaluated six websites across three categories: government/health, entertainment, and services. Key measurements included forced-choice judgments on preference and trust.
Before disclosure, AIGI versions were preferred in 60% of cases. After disclosure, preferences shifted to near parity, but trust judgments moved strongly towards original images. This shift was more pronounced in government/health and service contexts, highlighting contextual sensitivity to AI disclosure. Open responses revealed a tension between aesthetic appeal and perceived authenticity.
The study highlights that acceptance of AIGI in websites depends less on visual quality alone and more on disclosure, domain expectations, and authenticity perceptions. Disclosure consistently shifted trust towards photographic imagery, even when AIGI was initially preferred. This creates a central design tension between aesthetic appeal and perceived genuineness, especially in credibility-sensitive web contexts.
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Initial Preference for AIGI shifted after disclosure to near parity with photographic images, with trust judgments moving strongly towards original images.
Website Image Generation Workflow
Reference Image Selection
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Descriptive Text-prompt Creation
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Prompt Iteration and Refinement
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AI Image Generation (Midjourney/ImageFX)
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Selected Images for Stimuli
| Category | Initial Trust | Trust After Disclosure |
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| Government/Health |
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| Entertainment |
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| Services |
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Design Implications for Credibility
Our findings suggest that in domains where trust and authenticity are critical, AI-generated images, despite their visual polish, can undermine credibility once their origin is revealed. Designers should consider hybrid strategies, such as reserving photographic imagery for representations of people, places, or critical real-world claims, while using AI-generated visuals for abstract or decorative elements. In entertainment contexts, AIGI appears more acceptable, though disclosure can still have a negative impact on trust.
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