AI-Generated Alternatives to Corporate Press Release Images: A Comparative Visual Analysis in Public Relations

Purpose: This study examines the potential and limitations of artificial intelligence (AI)-generated visuals in public relations. It also examines the authenticity, credibility, and ethical dimensions of AI-generated visuals.Design/methodology/approach: A qualitative comparative visual analysis was conducted using 10 press releases from Türk Telekom's official website. Original visuals in these releases were compared with AI-generated visuals created in ChatGPT from the same texts. In total, 20 visuals were evaluated through qualitative analysis.Findings: Original corporate visuals featured real people, events, and partnerships, whereas AI-generated visuals were more explanatory and attention-grabbing. However, AI visuals often showed similar design patterns, sometimes looked artificial, and required cautious, ethical use.Research limitations/implications: The study focuses on visuals from ChatGPT's AI image-generation tool, which may limit findings' applicability to other AI systems with different visual and design features. Future research should compare various AI platforms.Practical implications: The findings guide PR practitioners on using generative AI in visual communication. AI visuals may support message clarity and engagement, but should complement, rather than replace, authentic images.Originality/value: This study adds to the emerging literature on generative AI in public relations, offering a practical and conceptual view on the opportunities and limitations of AI-generated visuals