Imagine showing up to a black-tie event in a gorgeous dress, feeling great, only to see someone across the room wearing the exact same one. Your stomach drops a little. That’s what it can feel like when a brand finds out a competitor is using the same image.

Most stock libraries have moved away from offering exclusive licensing. The big platforms focus on royalty-free licenses, where the same image can be licensed by thousands of buyers at once. Rights-managed and exclusive licensing still exist in theory, but they’ve become hard to find, expensive, and not really what these sites are about anymore.

That’s where a smaller, owner-run stock library like mine is different. I can offer exclusive rights, and I’m happy to.

Here’s what that means in plain terms: one client licenses one image for a set period of time, and during that window, no one else can. The image is yours. Your competitor won’t show up “wearing the same dress.”

If you want to take it a step further, a full buyout is also an option. That means the image comes out of the library entirely, forever, and belongs to you alone.

Exclusive licensing is most common for packaging and campaigns. If you’re putting an image on a product that’s going to sit on a shelf for years, or building a campaign around a single hero shot, the last thing you want is the same horse and the same moment showing up in someone else’s creative. Exclusivity protects the work you’re building around the image.

If you’re working on packaging or a campaign and exclusivity is on your mind, email me. I’m always glad to talk through what would work for your project.

Horses aren’t just animals to those of us who love them – they’re part of our lives, our businesses, and our passion. So, imagine my disappointment when I recently flipped through an equine publication and saw multiple ads using AI-generated horse images. Something felt off. The heart, the authenticity – gone.

Now, before I say anything more about this, let me state that I realize it’s getting more and more difficult to discern real photos from AI photos. I wrote about this in a post titled 6 Ways to Discern AI Horse Images from Real Equine Photos and will share more thoughts on how to solve that problem near the end of this post.

As part of the largest demographic of horse owners (middle-aged women), whenever I see AI images used by equine companies, the brand loses credibility with me.

I realize that I am looking through the lens (pun intended!) of a photographer, so I was curious what others would think, so I posted an informal poll on my personal Facebook page, where I have a lot of horse-owning friends.

I asked this question: When you see a brand using an AI image for marketing – what is your response?

A: I agree, credibility is lost
B: I don’t care
C: I have mixed feelings

The results? People have strong feelings on this topic, and most share my opinion that credibility is lost when a brand uses AI images in their advertising.

Survey Results: How Do People Feel About AI Images in Marketing?

• 96% say AI hurts brand credibility
• 0% say they don’t care
• 4% have mixed feelings

Here’s What Real Horse Owners Who Answered “A” Had to Say

“This makes me lose faith in the brand. As someone who puts these types of things together for a brand, I know it can be hard at times, but try a little harder. We are limited in what we can do on a whim, but we try hard to find the right image in our stock, or we go to legit stock sites (making sure we do not include AI-generated images in the search).“ Megan A

This is as a horse person first, photographer second. Anytime there is AI or obvious edits it makes me question the legitimacy of the product. Why can’t you show us it being used “as it should be”? What are you hiding? Is it brand new and never tested? How does it ACTUALLY work/fit/interact with horses?” Bre Y

“Credibility is lost, especially on a high-end product. They want big money for their product but couldn’t afford a photographer to take actual photos of their products? No thank you! Unless it’s not available anywhere else and I have to have it, I’ll pass and go to another company.” Tammy M

“It screams cheap, lazy and unprofessional. They just want to skip having to pay designers, photographers, etc.“ Judy R

“Beyond the fact it is cheap and lazy, the ethics around ai (water consumption, environmental impacts, training using stolen images/art) makes me immediately hide ads.” Sarah F

“It makes me wonder where else they are cutting corners and what images of/with their products have been doctored heavily.” Leigh M

“Credibility is lost. Fake pictures looks like a fake company, so then how are we to trust the quality of the product or services? Especially with all the scams out there.” Chloe H

Does AI Ever Belong in Equine Marketing?

On the other hand, this comment from a similar post I made on LinkedIn made a good point. If AI is used for making something that’s obviously not a photo, it’s less deceptive.

“If they are using it on something casual (social holiday post) and making it a cartoon or etc and it’s accurate (no weird legs) maybe. If they are trying to play it off like it’s a photo, or if it’s not accurate/authentic, or they are trying to be cheap on something print/packaging/bigger impact then I think it just makes them look cheap and even scammy.” Robyn V

A Pragmatic Look

A friend who works in Equine marketing had some interesting thoughts on this when it comes to a short-lived, generic image placement:

“From a pragmatic POV, I would consider how transient the design asset is and how the image is used.

“Let’s consider a situation where AI generated imagery, like a generic horse in pasture, is used as a background for a short lived asset. If it is a relatively decent image and is not the focal point, I definitely understand the benefits from a companies perspective in avoiding diminishing returns on time and investment.

“I agree, product and branding imagery is a completely different story. In an ideal world, absolutely professional images are always going to be best.”

Not Everyone Can Identify AI

Finally, another friend, who is not a photographer, made this valid point. It’s going to continue to get more difficult to discern real from AI:

“Here’s the deal- to the untrained eye we don’t know it’s an AI photo. Sorry but that’s the truth for some of your non-photographer friends.” Jodi E

The Real Cost of Using Fake Images

At first glance, AI-generated horse images might seem like a quick, cost-effective solution for advertising. But what many brands fail to realize is that these artificial visuals come with hidden costs – ones that can damage credibility, trust, and long-term customer relationships.

For equestrians, authenticity isn’t optional – it’s a core value. Horse owners spend years developing their eye for the subtle details that matter to them. When they see an AI-generated horse with incorrect anatomy, unnatural tack, or an awkward gait, it raises red flags. Instead of inspiring confidence in a product, these inaccuracies make potential customers question the brand’s knowledge, attention to detail, and even the quality of the product itself. If a company is willing to cut corners with its visuals, what else might they be skimping on?

Beyond perception, AI-generated images strip away the emotional connection that real photography provides. A carefully captured moment between a rider and horse tells a story, evoking feelings of trust, passion, and tradition – elements AI simply can’t replicate. And in an industry built on deep, personal relationships with horses, those emotions matter. Brands that rely on AI risk alienating their most loyal customers in exchange for what seems like a short-term gain but is ultimately a long-term loss.

So what is a brand to do? The big, inexpensive stock libraries are now full of AI-generated images.

What Can Brands Do Instead?

Here are several solutions to avoid using AI in advertising

1. Make sure that when you search stock libraries, you filter out AI results.
2. License images from a reputable photographer (like me!)
3. Hire a photographer to create custom images that represent the uniqueness of your brand and build trust with your audience.

Your customers value authenticity. Your brand should, too.

If you’re ready to showcase your products with real, authentic equine photography, you have two great options: book a custom photoshoot with me to create imagery tailored to your brand, or license from my extensive stock library at shelleypaulsonstock.com, featuring over 16,000 curated images of real horses, horse owners, and equine professionals.

No AI, no compromises – just genuine, high-quality equestrian photography that builds trust with your audience.

In 2017, I had a phone meeting with a major stock photo agency. As we were wrapping up the call, one of them said, “We have one piece of feedback for you. We would like you to explore the idea of adding more racial diversity to your work. From your website, it looks like horseback riding is for rich white girls.”

Gulp, he wasn’t wrong! 🫣

Up until that point, much of my equine stock photography was centered around a certain aesthetic—one that unintentionally reinforced the stereotype of equestrianism as a niche for the wealthy and predominantly white. That conversation opened my eyes to the lack of diversity not just in my work, but in the equine media industry as a whole.

After that call, I made a concerted effort to broaden my lens (literally and figuratively) and capture the diverse and vibrant community within equestrianism. I began photographing riders of various ethnic backgrounds, ages, and abilities. These images have resonated deeply with both brands and publications, proving there’s a genuine demand for inclusive equine media. But this journey wasn’t just about fulfilling a market need—it was about telling a more accurate and inclusive story of who rides horses today.

Why does diversity in equine media matter so much?

A friend shared a personal story with me that cemented the answer in my mind. She is Asian American, and when she was a young rider, she had no equestrian role models who looked like her. So when the Olympics came to Atlanta, she begged her parents to take her so she could see riders who looked like her succeeding at that level of competition. She wanted to see herself represented, to know that she belonged in the equestrian world.

This isn’t just a feel-good idea; it’s a crucial part of fostering a more inclusive industry. When equine media reflects diversity, it sends a powerful message to aspiring riders from all backgrounds: you belong here. Especially for young people—or anyone who feels like an outsider—representation matters. They need to see riders who look like them in the magazines they read, the social media they follow, and the ads they scroll through.

The truth is, equestrianism has always been more diverse than the media portrays. Horses are an integral part of many cultures worldwide, from the cowboys of Mexico to the horsemen of Mongolia. By highlighting this in our media, we not only celebrate the rich tapestry of equestrianism but also invite more people to connect with this beautiful world.

As photographers, content creators, and brands, we have the power to shape perceptions. The images we share can either reinforce outdated stereotypes or break new ground by reflecting the true diversity of equestrianism. When young riders of all races, genders, and backgrounds see themselves in equine media, it fuels their passion and encourages them to dream bigger.

So, let’s use our work to open the barn doors wide. Representation isn’t just a trend—it’s a responsibility, and it’s how we build a more inclusive future for equestrians everywhere.

If you’re ready to start your search for diverse equine stock photos, visit my Diversity Category page.

If you want to learn more about representation in the equine industry and read compelling stories about racially diverse equestrians, visit the Equestrians of Color Photography Project, which I helped found in 2020.

In the past month, I’ve been disappointed to see several posts and ads by reputable equine brands using AI-generated images. 

Very believable AI-generated images. 

In one case, I know the brand has a policy against using AI media and wasn’t aware the image was fake, but more and more, it’s becoming difficult to tell what’s real and what’s AI-generated. 

What muddies the waters even more is that many large stock agencies like Shutterstock and Adobe now include AI-generated images in their libraries alongside real photos. 

If you do a search on Adobe Stock for “horses grazing,” at least 30% of the images returned in the results will be AI-generated. 

So, how can you tell the difference between synthetic AI images and authentic, organic photography? 

Here are some things to look for:

1) Hair Patterns

To me, this is the biggest tell. The hair patterns in horse’s coats and manes are random. With AI images, you will see a lot of repetition in coat hair patterns, and the mane will be too soft and unreal-looking. I often focus on the forehead and nose when looking for hair pattern repetition.

2) Perfect or Plasticky Appearance

this one is hard to describe. Synthetic images have an illustrative, almost fantasy quality to them. If an image seems too unnaturally smooth and perfect, it’s probably AI.

3) Tack and clothing issues

AI does a halfway decent job of horses by themselves, but once you add people and tack, it becomes evident that an image is synthetic because AI doesn’t understand the intricacies of tack, bits, and proper equestrian clothing.

4) Proportions

Ai-generated horses often have issues with body proportion. They are often too wide or too narrow in places.

5) Inconsistent Light or Shadows

Look at the direction of light in the photo. Is it consistent throughout the image, or does it change from subject to environment?

6) Environment Issues

Look past the subject to the environment they are in. Is the image depth consistent? Are there flaws in the background that would tell you it’s a synthetic image?

Once you train your eye on what AI-generated images look like, it’s not hard to spot one!

Why does it matter if a company or publication uses AI-generated images?

Aside from ethical issues of AI (scraping photographers’ work without compensation and presenting fake as real, to name a few.), the most obvious issue is copyright. Currently, the US Copyright Office will not allow AI-generated images to be copyrighted. That means that if you use an AI-generated image in your advertising, anyone could take that image and use it in their advertising, and you would have no legal recourse. 

AI image generation has come a long way in the past year and a half, but I don’t believe it will replace authentic, organic photography anytime soon.

If you are looking for premium equine stock images, my stock library features over 15,000 curated, authentic, equestrian-approved photos and videos for brands and publications to license and download.

I have no plans to add AI-generated images to this library, so you can be assured that every image was made by me using a camera with real people and horses in front of it.

Visit shelleypaulsonstock.com to learn more and start your search today!

While I understand the allure of purchasing low-price images from large stock libraries like iStock, Adobe, and Shutterstock, purchasing direct from a photographer can actually save you money and elevate your brand. You may save in cost, but you often have to compromise in other areas.

Here are 6 reasons to purchase equine stock images direct from a photographer:

Correctness: attention to detail is critical with Equine and Horse-Related imagery. Proper tack and clothing, safety precautions, and horse expression are all details your audience cares about. Build credibility with stock images and videos made by an equestrian for equestrians.

Quality: Photographers often have a more personal touch and attention to detail, resulting in higher-quality images that better fit your needs. Stock libraries often have a high volume of images, and the quality may vary.

Personal Service: When you buy directly from a photographer, you can request specific images that match your needs, ask for a complimentary image search if you aren’t finding what you need, and even request custom shoots. With big, general stock libraries, you’re limited to what’s available in their database.

Uniqueness: By buying directly from a photographer, you are more likely to find unique and original images that are not widely used. Stock libraries have a large database of images, so it’s more likely that you’ll come across the same image being used by a competitor.

Support: When you purchase from a photographer, you can build a relationship with them and receive ongoing support for future projects. Stock libraries offer limited support and don’t have the same level of personal connection.

Cost-Effective: While stock libraries may seem like a cheaper option, in the long run, purchasing directly from a photographer may actually be more cost-effective because you won’t be wasting time weeding through hundreds of lower-quality, incorrect images.

Are you ready to find the perfect image for your horse-related project? Start your search here: