Is this Real Life?

An AI generated image of a yellow villa perched atop a cliff in Sicily on Instagram - Baptistebohu

Instagram, for years now, has been not only an interior designer’s visual capsule but also offers surreal escapism as a result of a personally curated feed. Within these feeds we see well-appointed homes, lush tropical serene getaways, historical refurbishes, and lifestyle vignettes that cause our hearts to skip a beat! Ideas for projects, things for husbands to hang, new décor to purchase and pretty much anything our hearts can desire any given day.

However, recently the scroll bait is consisting increasingly more of AI generated imagery. AI has fast become an integral part of many designer’s tool kits. From efficiency to more personalized designs, AI is changing the way to sell and consume design. It’s not the tools or the way in which designers are using such tools that I’m describing. But rather the fake and misleading accounts that have emerged and often in deceptive and misleading contexts. While scrolling and seeing beautiful rooms, exterior vistas, landscapes, and configured vignettes how can we recognize what’s real and what isn’t? Many remember the day when Photoshop emerged as a tool to augment imagery for print marketing, spanning fitness magazines to billboards, while forever changing body image reality. We started comparing ourselves and setting the ideal for age, shape and size. Until, that is, our eye became trained to question and recognize what we were seeing and from that moment on we were able to draw more calculated conclusions around what was real vs photoshopped.

AI generated concept Baptistebohu - Moorish Pink Andalusian Cortijo, a mix of tradition, with Mexican, Moroccan & Andalusian elements. Passionately inspired by Frida Kahlo’s artistic flair. Whimsical patterns & vibrant hues.

Today, unless we employ a high level of scrutiny, it’s difficult to ascertain on Instagram what images are AI generated. It’s time to train our eye to recognize that those crooked steps lead to nowhere, that not all rooms in the same home can have an ocean view, and that wonderful bursts of bougainvillea gracing a portico have to actually grow out of a pot or the ground. An authentic voice and approach, even at the most basic account level for posting, is what will still ultimately engage followers.

I’m shocked lately at the level of scrutiny I have to lend to certain images and accounts. I refuse to share AI generated photos when and if I can recognize an AI created image. Instagram was always about authenticity and as a marketer, I still value this trait for clients to embrace. Honesty must prevail for those posting misleading content under the guise of actual real-world work.

I recently encountered an account, and for a few weeks, I believed this person had actually executed on the hotel designs they were posting. Another Instagrammer called out one of the posts and pointed out all the AI generated features of the photo. I had considered myself someone who would recognize such inconsistencies, as once you train your eye to notice the AI tendencies, it’s not that hard to spot. However, the level this account stooped to, by using accompanying copy, led viewers to “think” they had actually implemented the work. I realized that those with untrained eyes and little to no marketing experience are consuming content and being led to believe that this is reality. It’s misleading to suggest that ALL those rooms in that home have an ocean view, that those crooked stairs with out of scale steps and risers actually lead somewhere, that the low counter tops and lamps where it’s impossible to have lighting all actually exist somewhere in a dreamy utopia of design perfectness! Someone could argue, that inspiration can come from anywhere.

Baptistebohu - AI generated image of a Californian winery - Inspired by Andalusian Cortijo, this winery has old European Charms combined with the beauty of Californian vineyards

Why does it matter then if it’s real or not? If we take inspiration and ideas from what we see, is that not what some of us use social media for? But these images are, as an article by Blood in the Machine puts it: “…are slightly weirder and usually of lower quality.” And ultimately, I’d rather see a real image of the hotel I might actually stay at one day. The deceptive nature of the posted content as I mention above, is what concerns me the most. Users may think they are supporting a new artist ,when in fact, the entire account is built using AI and generating content taking inspiration from real artists. AI needs to be trained up, it is machine learned the same way brands use listening software to understand positive or negative sentiment about a brand’s product or service. In order to “train up,” AI uses real life online content for baselines. Ultimately there will be more AI content available since it can be generated so rapidly. For now, we can recognize the difference between AI and real life if we focus on the inconsistencies. However, at some point it’s going to be harder to tell.

Baptistebohu - Villa in burnt wood, nested Among pine trees, a beach house vibe with exotic accents

I know for myself, as an avid Instagram user, that I prefer real life vignettes and glimpses into actual homes. I enjoy designer work that has defied all odds in some cases to create amazing, artful and award winning environments. Rooms that are curated, and that reflect the personality of clients and designers alike. To appreciate the time and effort that goes into designing living, breathing rooms is art in itself. To surround oneself with beautiful things and accessories and to actually live in these rooms ourselves, we are the ones that understand AI and the accounts to unfollow. I will never share an AI generated room image without noting it as being AI generated or inspired. That is my promise from the handle of Exquisitely Bored. Let’s keep it real.

Baptistebohu - AI generated dream home