There are dozens of artificial intelligence tools to generate and edit images, but not all of them are suitable for professional work. This guide gets straight to the point: which tool to use, for which task, why this one and why that other one will waste your time. It's written for graphic designers and creatives who want real results, without spending hours testing apps that don't deliver production-quality output.
The main tools compared
ChatGPT (DALL·E / GPT Image) — Recommended
The most complete option for professional work. It generates images in high resolution (up to 1792×1024 px), with no visible watermark, and offers something no other tool does so easily: the ability to read your image, analyze its style and reproduce it on another photo. The free plan lets you generate 2 to 3 images per day, enough to explore and test. The Plus plan, from 20 dollars a month, goes up to 50 images every 3 hours. Since December 2025, ChatGPT Plus uses GPT Image 1.5, which replaced DALL·E 3 with generation four times faster.
- Pros: high resolution, no watermark, accepts your image as input, suitable for commercial use, and a free plan available.
- Cons: the free plan is limited in volume, it may censor certain prompts, and it sometimes subtly alters faces.
Gemini (Google) — With reservations
Gemini is capable for text and analysis, but for professional image generation it has two concrete problems. First, its output resolution is lower than ChatGPT's. Second, although the watermark isn't visible to the naked eye, every Gemini image carries SynthID, an invisible digital watermark embedded by Google DeepMind that flags the content as AI-generated. It's completely free and useful for exploring ideas quickly, but it's not suitable for commercial deliverables or brand content.
Midjourney — Situational
The king of aesthetics. No tool beats it when you're after a very defined artistic style. However, its learning curve is steeper, it runs inside Discord, and since March 2023 it has no free plan: you have to pay from 10 dollars a month. Ideal for campaign key visuals, illustration and concept art. It complements ChatGPT; it doesn't replace it.
Adobe Firefly — Complementary
Its proposition is unique because it integrates inside Photoshop and Illustrator. It's not the best for generating images from scratch, but for non-destructive editing within an existing workflow it's very powerful: extending backgrounds, removing objects and filling areas with real context. It's trained on licensed content, so it's safe for commercial use.
Quick comparison
| Tool | High resolution | No watermark | Accepts your image | Commercial use | Price |
|---|---|---|---|---|---|
| ChatGPT (DALL·E) | Yes | Yes | Yes | Yes | Free (limited) / 20 USD mo |
| Gemini | No | No (invisible SynthID) | Partial | No | Free |
| Midjourney | Yes | Yes | Partial | Yes | From 10 USD mo |
| Adobe Firefly | Yes | Yes | Yes | Yes | With Adobe CC |
The JSON technique: copy the style without copying the image
This is probably the most powerful technique you can apply today in your AI workflow. It lets you take the visual style of any image that inspires you (from Pinterest, an editorial, a campaign) and apply it to your own content without plagiarizing. It works because ChatGPT can analyze an image and describe its visual characteristics in structured JSON format: color palette, lighting, temperature, composition, texture and atmosphere. That visual DNA is then applied to your image, producing a transferred style and not a copy.
For portraits and people
- Find an image with the style you like, for example an editorial portrait on Pinterest.
- Upload that reference to ChatGPT and ask it for the full JSON of the image with its visual analysis.
- Copy that full JSON.
- Open a new conversation, say you want to create an image, upload your own photo and paste the JSON at the end.
- ChatGPT will apply the reference's style to your photo without the original person appearing.
For product photography
- Find a product photo with the background, lighting and mood you want.
- Upload it to ChatGPT and ask for the JSON adapted to your specific type of product.
- Copy the resulting JSON.
- Open a new conversation, upload your product photo and paste the prompt.
- The system adapts the style to your product's context — very useful for brands without a budget for an elaborate photo shoot.
Bonus: combining the style of several images
Select 2 or 3 references from different sources (one for color, another for composition, another for lighting), upload them in the same message and ask for the combined JSON. ChatGPT will try to merge the styles into a single structured prompt. Honest warning: this variant is more unpredictable; sometimes the results are surprising and other times a visual mess. It's part of the creative process: try, discard and repeat.
When to use what?
- Product photo or editorial portrait: ChatGPT with the JSON technique.
- Campaign key visual or concept art: Midjourney.
- Extend backgrounds or remove objects: Adobe Firefly inside Photoshop.
- Explore quick ideas without publishing: Gemini.
- Generate a high volume of images: ChatGPT Plus, with 50 images every 3 hours.
What really matters
AI doesn't replace the designer's eye. What it does is remove the technical barrier between what you envision and what you can produce — but for that you need the right tools. If you had to keep just one recommendation, start with free ChatGPT and the JSON technique. The 2 or 3 daily images of the free plan are enough to learn; when your workflow justifies it, the jump to Plus is worth it. The tool executes, the designer directs: aesthetic judgment, understanding the client and brand consistency remain 100% yours.