In short
With the right prompt, a good tool, and a few smart habits, you can create usable AI images for social media, campaigns, or internal presentations. The most well-known tools are ChatGPT (DALL-E), Gemini, and Midjourney. But remember that AI is a starting point; a human remains the final editor.
What can AI do with images?
Let’s start at the beginning. In this article, we focus mainly on the most well-known and widely used application in imagery: creating new images and editing them. With generative AI, you can create new images based on a text description. Think of mood images for social media, posters, logos, concept sketches of stage designs, or a first visualization of an idea. You can use this directly, but it can also serve as a great starting point for a conversation or briefing with an illustrator or photographer.
Using the same method, you can also edit existing images or photos, remove backgrounds, enhance quality, add objects, or expand images to another format.
But these are certainly not the only applications: AI can also assist in managing collections and making images more accessible, which we’ll delve into further at the end of this article.
Which AI image tools are available?
The next logical question is: where should I go? Which tools can I use for this? By now, there are quite a few. They essentially do the same thing but differ in quality and functionalities.
Here, we discuss the most well-known and widely used tools because they deliver high quality. At the time of writing (spring 2026), there are no major European AI tools for imagery. However, it is possible to create images with local open-source models. This is more complex and requires significant computing power.
The most well-known AI tools for imagery:
ChatGPT (OpenAI): generates images via DALL-E. The more detailed the prompt, the better the result. Since April 2026, a new AI model has been used that requires less complex prompting to achieve a good result. You can adjust the entire image or select specific parts for more precise results.
Gemini (Google): generates and edits images via Nano Banana. This produces high-quality images. The difference with DALL-E: you don’t need to manually select anything; you describe what needs to change, and Nano Banana adjusts only that specific part.
Copilot (Microsoft) and Claude (Anthropic): generate simple images or infographics and offer basic edits via text instructions, such as removing backgrounds or adjusting colors. However, the quality is lower than the other two tools.
The above options are all good tools for gaining initial experience. Do you want higher quality or more control over the style? There are also specialized image tools:
Midjourney: delivers consistent, high-quality images in various styles, from photorealistic to artistic. This tool is developed for and with creative creators. Midjourney also has its own prompt syntax with parameters, requiring more practice than the other tools.
Adobe Firefly: integrated into Photoshop and Illustrator. For targeted and creative edits with high quality. This AI model is trained on licensed images and is safe for commercial use.
Canva AI: combines image generation with (your own) design. Handy if you not only want to generate an image but also use it immediately in a poster, social post, or presentation. Generated elements remain editable as separate layers.
Stable Diffusion by Stability.ai: for advanced users, the AI image models from stability.ai are an interesting option. These language models can be used locally and customized to your preferences.
Tips for working with AI and imagery
Now that you know this, we can share some tips with you. With the following 6 tricks, you can achieve better results for your images.
Start with one application
Choose one specific task for which you want to use AI, such as generating a mood image for social media, an infographic for employees, or a sketch of a theater set. This way, you can get to know the tool without feeling overwhelmed. Experiment and then expand.
Let AI write your prompt
A good image prompt is half the battle, but describing the image in your mind precisely can be challenging. Explain in plain language what you want to achieve. Then ask for a ready-made image prompt. Or ask the tool to help you refine your description by posing questions. This leads to even better results. Also, request multiple variants, such as one more photographic and one more illustrative. Already have an initial image but want to refine it? Let AI adjust the prompt based on what you do and don’t like.
Include an image as a style reference
Most chat tools accept not only text but also an image as input. This way, you can use existing visual material, such as a previous campaign photo, your style guide, or an inspiration image, as a starting point.
Upload a photo or design and ask, for example:
“Generate a new image in the same color scheme as this image.”
“Create a campaign image in the mood and style of this photo, but for an outdoor concert.”
“This is our logo. Generate a background image that matches this style.”
The result will align much better with your organization’s visual identity without needing to capture everything in words.
Be cautious with copyrighted work. Do you want to upload this into an AI model or not? Legally, it’s a gray area, so make a conscious choice.
Describe mood and purpose, not just the subject
The more specific your prompt, the better the result. Describe not only what you want to see but also the mood, style, and purpose. “A warm, inviting photo of a theater hall for social media” yields better results than simply “theater hall.” Also, specify the format if relevant: landscape, portrait, or square. For photorealistic images, it helps to include details like aperture, shutter speed, and ISO values.
Use AI images as a starting point
A generated image is usually a first draft. Use this to explore an idea, clarify something internally, or brief a creator. An illustrator or photographer adds context, quality, and intent that an AI model lacks.
Note: Using AI impacts creators’ work. Make deliberate choices as an organization about how you use AI.
Save your best prompts
Do you have a prompt that creates the desired style or image? Save it centrally and share it with colleagues. This way, you create images in the same style with a consistent visual language. Your colleagues won’t need to reinvent the wheel, and you also reduce your environmental impact.
Responsible and wise use
Using AI for imagery involves several important concerns and considerations. Some have already been mentioned above. Other considerations for imagery include:
Environmental impact: image generation is significantly more energy-intensive than text generation. Use AI image tools consciously: not for every trivial task but where it truly adds value.
Transparency: Make agreements about what you disclose when placing or using AI-generated images. For deepfakes, it is mandatory to state that they were created by AI (European AI Act) (opens in new tab).
Bias: check whether your images are representative and inclusive. AI models reproduce existing patterns and stereotypes from the training data. Ask yourself three questions: who is central in the image, what background or context is shown, and which groups are missing? These three questions quickly reveal blind spots.
Make agreements about this within your organization in an AI policy. Our AI policy roadmap or the workshop AI policy and ethics can help you get started!
In conclusion
AI makes creating and editing images highly accessible. With the right tools, clear agreements, and a critical eye, you can use AI responsibly for imagery. At DEN, we see it not as a replacement for creativity but as a tool. You remain the editor: you decide what works, what fits your organization, and what resonates with your audience.
Can I use AI-generated images commercially?Show explanationHide explanation
That depends on the tool. Adobe Firefly is trained on licensed images and explicitly safe for commercial use. Tools like Midjourney and DALL-E have additional usage terms — check these for each tool before using images commercially.
Are AI-generated images copyright protected?Show explanationHide explanation
In most European countries: fully AI-generated images without human creative input are not copyright protected. If you substantially modify the image or give it clear artistic direction, it may be copyright protected. Consult a lawyer if in doubt.
How do I prevent AI images from reinforcing stereotypes?Show explanationHide explanation
Be explicit in your prompt about diversity and representation. Describe not only the subject but also who is depicted. Always check the result before publishing — AI models reproduce existing patterns, requiring a critical eye.
What if a generated image doesn’t look as I want?Show explanationHide explanation
Adjust the prompt: add more context about mood, style, and purpose, or include a reference image. You can also request multiple variants at once or ask the tool what is missing in your description.
More articles per topic
New(s) on DEN
User generated content: how to use it effectively
Lunch & Learn: prepared for cyber incidents - in 45 minutes
Does your organization know what to do in case of a phishing attack, data breach, or system outage? Join us during lunch for this free online session and get an easy introduction to creating an incident and recovery plan in just 45 minutes.
Cyber Incident Manual: Preparation, Response, and Recovery
Vacature: Office Assistent (tijdelijk)
