What this is about
AI image generators create new images from text prompts or reference images. You can use them for social media visuals, website graphics, mockups, campaign ideas, or illustrations.
For most self-employed people, one tool is enough to start with. Which one fits depends on whether you mainly need simple marketing images, high-quality visual styles, text within images, or realistic-looking people.
The tools you can start with
ChatGPT Images is an easy entry point, especially if you already use ChatGPT. You can generate and edit images without building a separate image workflow.
Midjourney is strong for high-quality visual styles, mood imagery, and visually rich compositions. It does require more of a learning curve and has its own logic as a standalone tool.
Ideogram can be interesting for visuals that include text within the image. Flux-based tools can perform well for realistic people or product mockups depending on the platform. Treat both as specialist use cases rather than must-have subscriptions.
When a second tool is worth it
A second tool makes sense if you keep running into the same limitation: readable text in images, very realistic people, a consistent visual style, or particularly high-quality campaign visuals.
If you only need images occasionally, stick with one tool and work on improving your prompts. Too many image tools quickly make your workflow hard to manage.
What to keep in mind when using these tools for business
Check the commercial usage rights for the specific tool and pricing plan you are using. Do not assume that an image is automatically free of legal issues just because you were able to generate it.
Do not recreate real people, third-party brands, logos, well-known characters, or protected product designs. Doing so can affect personality rights, trademark rights, or copyright.
Extra caution is needed with product images: if an AI-generated image alters your actual product, makes it look better than it is, or shows features it does not have, this can be considered misleading.
What this has to do with your side business in Germany
If you regularly use image tools for your business, the receipts belong in your bookkeeping (Buchhaltung). If you use the images for clients, you should also clarify which usage rights you are passing on to them.
Freya can help you get a rough overview of tool costs, bookkeeping, insurance, and risk. She does not replace a proper legal review of image rights.
Questions that may matter for your case
These questions help you classify the topic. In the start plan they are connected to your situation. You can also think through the answers beforehand.
- What do you mainly want to use the images for — social media, your website, product images, or ads?
- Do you need realistic product visuals or more general imagery?
- Do you already have an AI tool subscription, or are you starting from scratch?
- Are the images just for your own use, or also for clients?
- Are there brands, real people, or product details that need to be exactly right?
Relevant guides
Related topics
AI in Marketing — Overview
Where AI saves you time in marketing overall, and where you are better off holding back.
AI Video Tools
What is already possible with Reels and short clips — the next step after images.
AI Voiceover
German-language voices for videos, podcasts, or ads — for when your images need a voice.
Helpful next step
Place the topic in the learning path
Once you understand this topic, the start path shows which stations matter before and after it.
Where to find official information
For binding information on taxes, legal form, registration, insurance, financing, data protection or other official questions, check the competent bodies or qualified professionals. The links below are good starting points, but not a final review of your case.
From topic to start plan
Is AI Image Generators really relevant for you right now?
Topics explain foundations. The start plan asks about your situation and shows whether this topic is actually relevant for your next step.