Visualising Technology in Europe

Trends / Technology
Andriy Onufriyenko
Carolina Sampaio Lechner
Feb 27, 2024
From new iterations of AI, to information overload and ESG cynicism, Getty Images' newest VisualGPS research shows how consumers are dealing with these new tech realities. How can technology brands choose the right visuals to foster trust and adoption?
Responsible AI 
Our VisualGPS research explores how people are responding to artificial intelligence (AI) and how this impacts visual storytelling. New iterations of AI spark excitement, scepticism and anxiety. Nearly half of Europeans say AI technology can help fulfil their personal or professional needs, but privacy and job security concerns persist. Companies can reassure people by showing the benefits of AI technology and drive digital trust with visuals that depict transparent, unbiased visualisations of technology.

European consumers have a growing interest in the possibility of creating images with AI and generative AI can inspire new visual languages. It is also important for Europeans that it is done in a responsible way. There is a call for transparency as people struggle to identify images that are 'real'. However, authenticity and creativity can exist on the same spectrum. Choose visuals that balance the need for the realness that Europeans desire while pushing the boundaries of creativity through generative AI.  
Beyond screens
Most people in Europe today find it very difficult to keep up with the pace of today’s world. We are buried in information as we spend more time connected. Welcome to the information jungle, where people are having difficulty differentiating between what’s real and what’s not. While Europeans feel that technology can increase feelings of loneliness, technology is also seen to drive connection. Digital spaces serve as a safe haven for people to express their identities, get inspired and escape. For example, 59% of people who play video games say it allows them to be someone different from who they are in reality.

So, how can brands visually address this connection paradox? Show how people are using technology to support their wellbeing. Consider how visuals of retrofuturism and vintage technology can comfort through nostalgia. As people increasingly switch between online and virtual realities, explore visuals ways how technology can help people explore and live their own identities? 
Technology for good
All scepticism and anxiety aside, many Europeans believe AI technology can help solve important issues and most believe that companies have a moral obligation to use their resources to improve society and the environment. Showing how AI can bring sustainable and creative solutions in visuals can help inspire collaborative action. Our research shows that while cynicism in ESG guidelines persist, showing technology's potential to make a positive impact on the lives of real people around all three aspects of ESG (environment, social, governance) matters.  

When showing sustainable innovation, consider expanding beyond visual icons like wind turbines and solar panels to showing the people behind sustainable innovation. Bring an inclusive lens to represent the social innovators driving sustainable innovation for societal good. Show organic transformation by blending digital symbolism with nature. 
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