Back in my Creative Director/ agency days, one of my clients was the Chicago Public Library. We did a complete redesign and rebuild of their site. It was intense and costly for them (combining old databases, new CMS, you get the idea… a big project).
Good stock photos were outside the budget, but we wanted the site to be about the people the library serves. As the Creative Director on the project, I had to get -well, creative. We contacted friends and family of the staff (and our agency team) and sent an email blast to folks on the library mailing list: a request for photos of them holding their library cards, reading, reading to their kids, etc. The response was beautiful and overwhelming. It was awesome. We got pics from nearly all the varied audiences using the Chicago Public Library website. Prospective buyers can see themselves using a product when they see another customer like them using the product or service. Images are more real to visitors on your site when they reflect familiarity with the target customer.
What about conversion?
We have probably all seen the research showing that photos of young, smiling, beautiful people (especially women) generally convert better than no human face. But what about real faces? Not photoshopped, not edited?
Do pictures of real people convert better than stock images?
Some research says “yes,” they do. Folks have seen lifts of 35% to 45% by switching to real people. As part of the CRO team, I wanted to bring it up as something we may want to try. Plus, it’s just a lovely way to connect with our audience. We could give away a free year of Jetpack Complete or something else enticing in exchange for a real photo and quote to use on our site.
Where does AI fit in?
AI-generated images of people are becoming increasingly sophisticated and lifelike. While these images are more affordable and can be customized easily, how do they compare to photos of real people when it comes to user engagement and conversions?
Several studies suggest that authentic images of actual people consistently outperform AI-generated or stock images regarding user trust and engagement. According to research by VWO, websites using authentic customer images saw conversion rate improvements of up to 45% compared to those relying on stock images or AI-generated faces. The reason is simple: authenticity drives connection. Visitors can distinguish between a real person who genuinely uses a product and an AI-generated or stock image designed to simulate reality. Genuine people create social proof, which helps build trust and brand credibility.
However, AI-generated images have their place, especially in industries where representation diversity is challenging or a personalized user experience is needed at scale. While AI images can be visually appealing and on-brand, they still lack the depth of emotional connection that real photos offer. Users can feel disconnected or skeptical when they sense the image is artificially generated, especially in industries where trust is critical, such as healthcare or financial services.
Resources
1. Why real photos outperform stock images
2. Stock images vs authentic images: does it matter?
3. This just tested: Stock images or real people
4. Do photos of humans increase conversions?
5. Which pictures convert best? Your guide to high-converting images
6. Do photos of people increase e-commerce conversions