AI in product photography — where the line is
Written against Japanese advertising rules, but the principle is general.
AI Tools Hub Editorial · published · updated
Acceptable
- Background replacement
- Light and contrast adjustment
- Removing dust and blemishes
- Adding shadow consistent with the real form
- Compositing several products together
All of this was standard retouching before. AI made it faster; the judgement did not change.
Not acceptable
- Altering the product's shape
- Shifting colour away from the real item
- Generating the product rather than shooting it
- Including items not supplied, without labelling
- Framing that misrepresents size
Representation rules turn on whether the image makes the product look materially better than it is. Whether that impression came from retouching is irrelevant.
Food needs extra care
Portion size and condition drive purchase directly, and adding volume, gloss or colour diverges from the real item quickly. Retouch within what was photographed and label serving suggestions.
The reliable technique
Shoot on white, cut out, place on a generated background. The product stays photographic; only the background is generated. Match the generated light direction to the original, or the composite is obvious.
Keep records
Log which edits were applied to which image and keep the originals, so you can show the source if challenged.
FAQ
Can we generate a model wearing it?
Technically yes, and fit impression may diverge from reality. If used as a wearing example, publish measured size data alongside.