Stock Photos vs AI-Generated Images: How do they compare in cost?

Visual content is powerful. Whether creating a social media post, designing a website, or putting together a pitch deck, the right image can make all the difference. But as a savvy marketer or business owner, you’re faced with a tough decision: should you go with traditional stock photography or the new world of AI-generated images?

Both have pros, but understanding the cost implications of each is key to making an informed decision that fits your creative needs and budget. 

This guide will explore visual content creation, break down the pricing models, uncover the hidden costs, and give you the knowledge to choose wisely.

Understanding the options

Before we get into the details of the costs, let’s define our two players in the visual content game:

What are Stock photos?

Professional images are available for licensing through platforms like Shutterstock, Getty Images, and Adobe Stock. Stock photos are shot by professional photographers and curated by industry experts. They cover many subjects, styles, and themes, making them a one-stop shop for marketers and designers looking for high-quality visuals.

What are AI-generated images?

On the other hand, we have visual content created by various AI image generators like DALL-E, Midjourney, and Stable Diffusion. These new platforms use complex algorithms to generate images based on text prompts or other inputs. The result? A virtually endless supply of unique, customizable visuals in seconds.

The importance of visual content in marketing

Before the cost comparison, let’s note how powerful visual content is in your marketing. Recent data shows a shocking fact: content with images gets 94% more views than text-only content. AI tools can create images that enhance marketing efforts by generating unique visuals tailored to your brand. This statistic highlights how we consume and engage with digital content, especially on social media, where visual elements rule.

Both stock photos and AI generated images have benefits for marketers looking to leverage visuals:

• Engagement. In a world of endless scrolling, visuals are your secret weapon for stopping thumbs in their tracks and grabbing attention.

• Brand storytelling. The right images can convey your brand’s personality, values, and unique selling proposition in ways words cannot.

• Information retention. Research shows people remember visual information more than text. By incorporating visuals, you’re helping your audience retain your message long after they’ve scrolled past.

• Emotional connection. Visuals, whether a beautiful landscape or a relatable lifestyle shot, can elicit emotions and build deeper connections with your audience.

• Versatility across platforms. From social media posts to email newsletters, the right visual content can be used across many marketing channels, and consistency in your brand messaging.

Now that we’ve covered the why of visual content let’s examine the costs of each to help you choose the right strategy.

Cost Comparison of Stock Photos vs AI-Generated Images

Stock photography: Pricing models

The stock photography market has many pricing models for different needs and budgets. Let’s break down the costs across the leading platforms:

Premium Options

Getty Images is the gold standard in stock photography, offering higher quality images that justify their premium pricing:

• Individual images are $100 to several thousand.

• Exclusive rights and premium content cost more.

• Custom licensing for specific use cases.

Getty Images offers the best quality and exclusivity for businesses looking for the best in-stock images. However, this premium option may only suit some companies or those on a tighter budget.

Mainstream Platforms

Shutterstock and Adobe Stock have more affordable pricing:

• Monthly subscriptions are $29-30.

• Entry-level plans ten images per month.

• Bulk packages reduce per-image cost.

• Annual commitment often gets you more savings.

These platforms offer a balance of quality and affordability, suitable for businesses of all sizes. The subscription model is great for companies with ongoing visual content needs.

Credit systems

123RF has a credit-based system:

• Credit packs start at $24 for 30 credits.

• Bigger packs are better value per credits.

• Credits give you flexibility in image selection and the timing of downloads.

Credit-based systems offer a middle ground between pay-per-image and subscription models; you can buy credits in bulk and use them as needed.

Tips for using stock photos:

• Give yourself time to search. Finding the right image takes time, but choosing images that speak to your audience and your brand is worth it.

• Your brand identity. Choose images that fit your content and your overall visual style and messaging. Consistency is critical to building your brand.

• Read the fine print. Understand the licensing to avoid future legal issues. Some images may not be for commercial use or require attribution; always read the small print.

• Versatility. Choose images that can be cropped or used across multiple platforms and projects. It will help you get more bang for your buck.

• Follow the trends. Stay current with industry trends, but don’t choose images that will look old-fashioned in a few months.

AI-generated images: The new visual content frontier.

AI image generator tools are changing the visual content landscape with new pricing models that disrupt the traditional cost structure:

Subscription-based services

DALL-E 3 (via ChatGPT Plus):

• $20 monthly subscription.

• Unlimited image generation.

• Access to advanced language models included.

Midjourney’s tiered approach:

• Basic: $10/month (25 images).

• Standard: $30/month (unlimited photos).

• Professional: $60/month (priority processing and advanced features).

These subscription models are great for businesses that need to generate a lot of custom visuals. Unlimited images for a fixed monthly fee are perfect for companies with varied and frequent visual content needs.

Pay-as-you-go options

Stable Diffusion platforms like DreamStudio allow users to generate AI images based on credits:

• Approximately $10 per 1,000 credits.

• Credits generate around 5,000 images.

• Open source so you can self-host.

This flexible approach is excellent for businesses with intermittent visual content needs or those who want to try out AI-generated images without committing to a subscription.

Hybrid Models

Adobe Firefly has free and premium features:

• Free tier. 25 credits monthly.

• Premium. Starting at $4.99/month.

• Integration with the Creative Cloud.

By offering free and paid options, Adobe Firefly gives businesses a low-risk entry point to try out AI-generated images and scale up as needed.

Tips for using AI-generated images:

• Try out prompts. Your output is only as good as your input. Take time to craft detailed and specific prompts to get the best results.

• Iterate and refine. Be brave and generate multiple versions for the perfect image. AI tools allow for rapid iteration, so use them to fine-tune your visuals. AI images can be refined through multiple iterations to achieve the desired level of detail and accuracy.

• Know the ethical considerations. Be aware of biases in AI-generated content and stay updated with copyright issues surrounding AI-created images.

• Add a human touch. Use AI-generated images as a starting point or inspiration, and then add your creative flair to ensure the final image fits your brand.

• Style consistency. Try prompts that maintain the same style across multiple images to create a visual campaign.

Strategic Considerations

When deciding on these options, consider the following:

• Volume. High-volume needs may favor AI tools or bulk stock subscriptions. If you constantly need fresh visuals, the AI platform’s unlimited generation could be a game changer. An image creator can provide high-volume visual content efficiently.

• Usage rights. Stock photos have more defined licensing terms, which can be critical for businesses with strict legal requirements or those in highly regulated industries.

• Customization. AI tools give you unlimited variations, so they are great for businesses that need highly customized visuals that match their brand or specific campaign requirements.

• Brand consistency. Stock photos provide proven quality and a wide range of professional options, AI can generate images that match your brand guidelines.

• Long-term value. Will images be reused or need to be updated frequently? Stock photos may be more cost-effective for evergreen content, while AI may be better for rapidly changing visual needs.

• Technical expertise. How much training will your team need to learn and use the AI tools? While user-friendly, there is still a learning curve to consider.

• Industry-specific requirements. Some industries have specific visual requirements that are better suited to one option over the other.

Hidden costs: What to be aware of

Beyond the upfront cost, there are several hidden costs to consider for both stock photos and AI-generated images:

Stock photography time investment:

• Hours spent searching through vast libraries to find the image.

• Quality control and brand alignment checks to ensure consistency.

• Understanding and managing complex licensing terms to avoid legal issues.

These hidden time costs can add up, especially for businesses that do not have design resources. Searching for the perfect stock photo can feel like looking for a needle in a haystack and eating into productive time.

AI image generation learning curve:

• Time to learn new tools and best practices.

• Experimentation and prompt refinement to get the desired results.

• Workflow integration and team training to get the AI tools into your existing process.

While AI tools promise speed and efficiency, an initial investment is required to get the most out of them. It should be part of your decision-making process.

ROI across business sizes

The cost impact varies greatly depending on business size and needs:

Small business considerations:

• Lower upfront cost with AI tools so that can experiment creatively.

• Unlimited creation potential great for businesses with multiple visual needs.

• The learning curve impact on small teams can be more significant than initial cost savings.

For small businesses, the attraction of AI-generated images is the unlimited low-cost creation. But don’t underestimate the time required to learn these tools, especially for teams with limited resources.

Mid-market approach:

• Hybrid approach to balance quality and customization.

• Guidelines needed for tool selection to ensure consistency across teams.

• Workflow integration to get new visual content strategy into the workflow.

Mid-market may find the most value in a balanced approach, using stock photos for some needs and AI-generated images for others. It allows them to tailor their visual content strategy to specific project requirements.

Enterprise needs:

• Brand consistency across multiple channels and global markets.

• Global rights management to ensure compliance across different regulatory environments.

• Training and quality assurance processes to maintain standards at scale.

Large businesses must consider the complexity of brand consistency and legal compliance across the organization. While AI tools are exciting, they also bring standardization and quality control challenges.

A legal overview of commercial use

Understanding the legal implications of visual content usage is essential for all businesses:

Stock photography licensing:

• RM (rights managed) vs RF (royalty-free) options with different usage terms.

• Restrictions based on duration, geographic distribution, and audience size.

• Big penalties for misuse, so license management is key.

AI-generated image considerations:

• Evolving copyright landscape with ongoing debates about ownership of AI-created content.

• Platform-specific terms of service that may affect the commercial use of generated images.

• Ownership rights and commercial usage permissions that vary depending on the AI tool used.

Best practices for compliance:

• Keep detailed records of licenses and usage to prove compliance if asked.

• Audit your visual content regularly to find potential licensing issues.

• Create clear usage guidelines and staff training to prevent accidental misuse.

• Stay up to date with emerging AI-generated content legal trends to future proof.

Quality and consistency comparison

Stock photos:

• Consistent high-res and clarity for all applications.

• Professional look and style diversity for different brand needs.

• A safe option for polished marketing materials, especially for businesses that want to look professional.

AI-generated images:

• Quality depends on AI model and training data, getting better by the day.

• Inconsistency in complex scenes or specific details, so need to review carefully. AI tools also allow for the creation of images that match a specific image style, ensuring that the visuals align with your brand’s identity.

• Advancements closing the quality gap, some AI-generated images are now on par with professional photography.

Customization and uniqueness

Stock photos:

• Many options available for different subjects and styles.

• Limited customization due to copyright restrictions, so fewer unique visuals.

• Visual sameness across industries as multiple businesses use popular images.

AI-generated images:

• Customized outputs based on specific prompts so unique and brand-specific visuals. AI tools enable users to create their own images based on specific prompts, making it easy to generate personalized visuals.

• Unlimited variability and on-demand generation for businesses that need fresh content regularly.

• Creative control through iterative refinement so that one can fine-tune images to exact specifications.

The future of visual content

As technology improves, we can expect the following:

• AI tools to be integrated into stock photography platforms so you get the best of both worlds.

• AI image quality and realism to get even better.

• Emerging Legal Frameworks to Deal with the New Challenges of AI-generated Content.

• Hybrid solutions that combine both approaches provide more flexibility in visual content creation.

Capping off

Stock photos or AI-generated images? It all depends on your needs, resources, and long-term goals. Consider these:

• Budget and scalability. Not just your current budget but how your visual content needs will grow over time.

• Level of customization and brand alignment. How vital are unique, branded visuals to your brand and marketing strategy?

• Visual content volume and frequency. How often and how many new images will you need?

• In-house technical capabilities and willingness to learn new tools. What’s your team’s ability to adopt and use AI image-generation tools?

• Legal and compliance. What are the specific legal requirements in your industry, and how will they impact your visual content choice?

• Quality standards and brand perception. How will your visual choice impact your brand’s professionalism and quality?

• Time and resource: Weigh the time spent searching stock photos against learning to use AI tools.

By considering these factors and all the costs and benefits of each option, you’ll be able to make a strategic decision that maximizes your creative output and resource use.

The visual content landscape is changing. Stay up to date, experiment with different approaches, be bold and adapt as your needs change. With the right approach, you can create amazing visuals that boost your marketing and make your brand stand out in a busy digital world.

Whatever you choose—stock photos, AI-generated images, or a bit of both—the key is to create content that speaks to your audience and communicates your brand. Stay informed, be adaptable, and strategic, and you’ll be able to leverage visuals and take your marketing to the next level.