In the Age of AI, Why Being Authentic Matters and How to Actually Make That Happen
With AI-generated content saturating the internet, authenticity has become more important than ever—especially in photography and visual storytelling. While artificial intelligence can create polished images, people are starting to scroll right past them. Why? Because they can feel when something is real—and when it isn’t.
What Does Google Say About Authenticity?
Google's algorithm has evolved to prioritise what’s called E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. AI can tick some of those boxes (especially with clever prompts), but what it lacks is lived experience. When it comes to photography and human-centric content, Google looks for signs of original, first-hand work—something AI simply can’t replicate.
Photos with metadata, natural imperfections, or location-specific relevance tend to perform better in search rankings because Google sees them as trustworthy. AI-generated images, by contrast, are often flagged as stock-style or generic—good for filler, not for connection.
Why Real Photos Still Win
People are craving real. In business, connection is currency. A beautifully lit, AI-rendered yoga class might catch someone’s eye, but a slightly grainy photo of an actual class, mid-laughter, creates emotional resonance. The same goes for behind-the-scenes shots, studio vibes, and personality-filled portraits. They may not be perfect, but they’re alive.
My Approach to Content Creation & Photography
This is exactly where Natter comes in. We are Squarespace website designers in Hawke’s Bay, NZ, who also specialise in digital marketing and content creation (photography/video/writing) for businesses and creatives who want to stand out by being real. That means capturing authentic moments, showing the heart behind your brand, and creating visuals that not only look great—but feel true. From professional photoshoots with proper cameras (not just iPhones!) through to social-ready reels and image curation, I work with you to tell your story, not an AI version of it.
Depending on what works best for your business and budget, I keep your image library fresh by stopping in for an hour a month or planning a photo shoot annually or bi-annually to capture new faces, illustrate new business stories and just generally keep things fresh. And because I’m a professional photographer, I have the equipment and skills to make your content stand out from the crowd and be flexible for multiple uses, both print and digital.
I also think like a journalist when I’m there with my camera, looking for fresh angles and hooks to tell your business story in a way that is authentic and real.
