E-commerce professionals tasked with creating and managing product imagery can no longer reliably distinguish between AI-generated content and traditional studio photography, according to a new survey that highlights the rapid advancement of visual AI technology.

In a recent study conducted by AI content platform Imagine.io during the Digital Shelf Summit, over 100 e-commerce professionals were challenged to identify which product images were AI-generated versus real photography. The results were striking: participants achieved an average score of just 49.6 out of 100—essentially random chance—indicating that even experts in digital merchandising and product content couldn't tell the difference.

The findings come as 57% of marketers who use AI tools are already using AI to generate images Top AI Statistics for 2024: Artificial Intelligence Trends - Shopify, suggesting the technology has moved beyond experimental use to mainstream adoption across the industry.

"When seasoned eCommerce and merchandising experts can't spot which images are rendered and which were taken in a studio, it's clear the technology has arrived," said Preet Singh, CEO  and founder of Imagine.io. "This isn't about replacing photography—it's about empowering brands to do more, faster and more affordably."

The survey methodology involved presenting participants with a randomized mix of 10 images—five AI-generated and five real studio shots—across various products, environments, and angles. Respondents indicated whether they believed each image was generated or real, revealing their final score upon completion.