Is this stealing?

Hey Reader,

I had a conversation last week that really got me thinking. (Like, I thought about it allll weekend!)

It centered around AI-generated imagery, and whether using it in brand design is “stealing.”

That word hit hard.

STEALING? Eek.

Let me say this: I am not here to convince you. I’m simply offering my perspective as a designer who’s been in the game long before AI came on the scene.

This is how I think, and if it resonates with you, you're in the right place.

I’ve always believed that inspiration is the beginning of the creative process, no matter what you're making.

That’s the whole point of a mood board. You scroll, you pin, you collect images that reflect how you want your brand to feel.

I've taught my students this for years.

We’ve always pulled from things that already exist.

What is new is that AI is making people nervous. Suddenly, behaviors that were always part of the creative process get framed as “stealing”... Even when the process hasn’t changed.

Here’s where I land:

I don’t use AI imagery as a crutch.

And I definitely don’t use it as the centerpiece of a brand.

To me, it's just one asset.

Not the focal point. Not the final product.

Just one small part of a larger brand system.

When your core elements like your positioning, your colors and your fonts are intentionally chosen, the imagery becomes supportive.

Not dominant. Not distracting. Just quiet reinforcement of the story you’re already telling.

Here’s a quick example from my own (and long overdue!) brand glow-up, where AI imagery plays a quiet supporting role within a fully intentional system.👇

And just to clear up confusion...​
AI models don’t copy existing images. They’re trained on large, public image datasets and generate new visuals based on patterns. Kind of like how a designer internalizes thousands of references and creates something new.

It’s not copy-paste. It’s based on learned behavior.

That doesn’t mean there aren’t open questions around consent, ethics, or how these tools evolve. But I believe the way I use AI as a designer-led, strategy-first creative process, is thoughtful, respectful, and aligned with how brands that want to make an impact actually get built.

So if you’ve been curious, hesitant, or even a little conflicted about AI imagery… that’s okay.

I’m not here to push tools or change your mind.

I’m here to show you what’s possible when they’re used with care.

And this is exactly what I'm doing with lovely creatives in the AI-Powered Branding Experience, where the real work happens before we ever generate a single image.

We clarify your positioning.
We build your color palette.
We choose fonts that feel right.

After that, imagery becomes one small piece of the whole.

So no. I don’t believe AI images are stolen. Not the way I use them.

Because what matters isn’t how you make an image.

It’s how you use it.

More honest behind-the-scenes thoughts (and real examples) coming your way soon.

xo,
Kristin

P.S. If you’ve been quietly wondering where AI fits into your brand and graphics, or you’ve felt uneasy about the ethics, I’d love to hear your take. Hit reply and let me know.