ADVICE

ASK ALEX

“Is it ever ok to use AI images in aesthetics?”

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic

Are you starting to scroll through Instagram and wonder, “Was that made with AI?”

AI imagery has gone from niche novelty to an everyday marketing tool almost overnight. It’s clever, creative and undeniably cost-effective.

Sure, we’ve all seen fleeting trends like the “turn me into a Mattel toy” filters that keep Instagram and LinkedIn amused for about a week. But the tools behind them are evolving fast. Filters are getting smarter, and image-generation platforms can now produce hyper-realistic visuals in minutes.

Yet in an industry built on trust and transparency, using AI-generated images (or even heavy filters) requires a careful hand.

Let’s look at when it helps, when it hurts and how to get it right in aesthetics.

THE GOOD

AI imagery is fast, affordable, and flexible. Tools like DALL·E, Midjourney, Runway and Sora can generate photorealistic images in seconds, meaning you can create endless “on-brand” visuals without ever picking up a camera.

No scheduling, no tidying the treatment room, no retakes because someone blinked mid-shot. For certain marketing uses, AI is genuinely helpful.

• AI works brilliantly for: Skincare and product promotions: Abstract, high-end imagery for campaigns when you lack product photography (or the rep hasn’t provided it).

• Paid ad creatives: Concept-driven visuals that convey your brand’s mood or story — not literal results.

• Educational content: Diagrams, illustrations, or artistic metaphors for posts and presentations.

• Web design enhancements: Subtle textures, icons, or backgrounds that match your colour palette. Goodbye, plain websites.

Used this way, AI can enhance your brand without misleading anyone.

THE BAD

AI can’t replicate authenticity. Patients book with people, not pixels. They want to see your real clinic, your team, your space. When everything online looks too glossy or symmetrical, trust starts to slip.

It’s tempting to replace stock imagery with AI-generated models, but savvy clients will spot the fakes – and for those who can’t, it’s still deceptive. Plus, AI models often come with telltale flaws: unnaturally smooth skin, strange lighting, or even the dreaded extra fingers.

To put it simply, that’s unethical in our sector. It’s not just AI-generated art that blurs reality; filters are guilty too. Instagram, TikTok, and Snapchat now apply AI-driven enhancements automatically: brightened eyes, softened skin, even reshaped faces. They’re more invasive than ever, and they’re improving fast.

If you’re filming a Reel or posting a selfie, check your settings. “Beauty mode” might be on without you realising. The danger is subtle – patients end up seeing an edited version of you, not the real practitioner they’ll meet in clinic.

The same applies to marketing imagery. Light editing for colour or brightness is fine, but filters on before-and-after photos are a complete no-go. Even a soft-focus effect can undermine credibility. In aesthetics, results must stand up unfiltered… literally.

THE UGLY

There’s another angle worth considering: the environmental impact.

Every AI-generated image uses significant computing power on vast server farms that consume huge amounts of energy and water to stay cool. Some estimates suggest that producing a single AI image can use more electricity than charging your phone dozens of times. Multiply that by thousands of generations and prompts, and the footprint adds up fast.

So, while AI imagery feels like a low-cost creative shortcut, it’s not a zero-impact one. That’s another reason to use it intentionally, as a supplement, not a substitute.

THE BOTTOM LINE

Authenticity wins in aesthetics. AI tools can’t replace you, and they can’t conjure results that don’t exist. It’s important to invest in real brand photography; once captured, it can serve you for years - without the environmental toll. (You can read more on my best practices for brand imagery in last month’s issue of Aesthetic Medicine magazine.)

Used correctly, though, AI tools can enhance your storytelling and creativity.

Do:

• Use AI for creative or illustrative content (campaigns, product ads, blog graphics).

• Check your filters before filming - and keep it real.

Don’t:

• Use AI or filters for before-and-after photos, results, or practitioner portraits.

• Rely on AI for clinic photography - it undermines authenticity.

• Forget the environmental cost – fewer, intentional prompts are better.