The right choice between AI images and real photography depends on what you're selling, who you're selling to, and what stage of the buying journey you're supporting.
The furniture industry is having an identity crisis about imagery. AI image generators can now produce photorealistic room scenes in seconds. Some suppliers have quietly replaced entire photography budgets with AI. Others refuse to touch it, worried about authenticity. Most are somewhere in the middle, unsure when AI makes sense and when it doesn't.
This isn't a question with a universal answer. The right choice depends on what you're selling, who you're selling to, and what stage of the buying journey you're supporting. Here's a practical framework for making that decision.
Real photography captures what exists. AI generates what could exist. That distinction matters more for some products than others.
A photograph of a walnut dining table shows the actual grain pattern, the precise color under specific lighting, the exact way light reflects off the finish. An AI render shows a plausible version of these things—often a slightly idealized one.
For B2B buyers placing large orders, that difference can translate into returns, disputes, and damaged relationships. For early-stage browsing or custom configurations, it might not matter at all.
If you offer a sofa in 47 fabric options and 3 leg finishes, photographing every combination is economically absurd. AI excels here. Generate visualizations of configurations that don't physically exist yet. Buyers understand they're seeing a representation, not the actual product.
The cost difference is substantial—traditional photography typically runs £1,000+ per SKU when you factor in studio time, equipment, and post-production. AI generation can reduce that by 90% or more. See how much you could save with our interactive calculator.
The key is setting expectations. Label these as "visualization" or "rendered preview." Provide physical swatches or samples for the materials that matter most to the final decision.
Showing a desk in a mid-century modern home office versus a contemporary open-plan space helps buyers envision fit. Creating those environments with real photography requires location scouting, set design, and logistics. AI can generate endless contextual variations quickly.
This works well when the product itself is photographed, then composited into AI-generated backgrounds. You maintain accuracy for the item while gaining flexibility for context.
Testing market interest before manufacturing? AI renders let you show concepts without building samples. This is particularly valuable for suppliers developing new lines or testing regional preferences.
Be explicit that these are concepts. "Coming soon" or "In development" framing prevents confusion.
Natural materials—solid wood, marble, leather, natural stone—have inherent variation that defines their character. AI tends to homogenize these textures or render them too perfectly.
If grain pattern, veining, or hide character is a selling point, photograph the actual pieces. Buyers of premium natural materials expect variation and want to see what they're getting.
When a hospitality group is specifying 400 chairs for a hotel renovation, the imagery supporting that decision should represent reality. The cost of photography is trivial compared to the cost of a return or a damaged relationship.
Professional buyers expect accuracy. Surprising them with products that don't match the imagery erodes trust quickly.
If your brand story centers on handmade quality, traditional techniques, or artisanal production, AI imagery can undercut that positioning. Authenticity in marketing should match authenticity in manufacturing.
This doesn't mean avoiding AI entirely, but being thoughtful about where it appears in your visual hierarchy.
Most suppliers will benefit from combining both. Here's a layered approach:
The furniture industry hasn't settled on disclosure standards for AI imagery, but best practice is moving toward transparency. Consider simple labels: "Rendered preview," "Visualization," or "Shown with AI-generated background."
This isn't just ethics—it's risk management. Buyers who feel misled have long memories. Clear expectations upfront prevent disputes later.
AI imagery is a tool, not a replacement for photography. Use it where it adds value without compromising accuracy: configurations, contexts, and concepts. Protect authenticity where it matters: hero shots, materials, and craftsmanship.
The suppliers who get this balance right will move faster without sacrificing the trust that makes B2B relationships work.
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