Insights · IA y producción visual
In a campaign, changing the background of an image is of little use if the product changes as well. That’s why, when evaluating a visual generation tool, it’s important to consider how well it preserves decisions that have already been approved.
ChatGPT Images 2.5 is the image generation and editing update introduced by OpenAI on September 8, 2026. The company reports greater reference fidelity, more precise edits, and better continuity across modifications. It also reports up to a 50% reduction in latency compared with Images 2.0. Source: OpenAI’s official announcement..
What does this mean for a brand? My view is that the tool is worth evaluating within a specific workflow: preparing a proposal, refining a creative asset, or exploring a visual direction. This article analyzes the published documentation; it does not present results from my own testing of the model.
What’s New in ChatGPT Images 2.5?
In addition to improvements to the model, OpenAI introduces tools designed to guide the creative process: Sketchwhich lets users draw a reference directly within ChatGPT; templates for creative formats; image comments; and the option to share a prompt along with a creation. The announcement also highlights improvements in lighting, textures, and the ability to follow complex visual instructions. Explore the announced features.
For a communications team, these updates offer an opportunity to evaluate whether it is becoming easier to express a visual intention and turn it into a usable asset. The answer will depend on the reference material, brand requirements, and the final review.
Availability and Differences Between ChatGPT and the API
OpenAI announced the rollout across all ChatGPT tiers, ChatGPT Work, and Codex, on web, mobile, and desktop. For developers, it introduced GPT-Image-2.5 Flare and GPT-Image-2.5 Sunburst. This availability announcement does not establish a universal image quota. Official availability information.
OpenAI’s technical guide recommends Flare when speed is the priority and Sunburst when higher quality is required. It recommends comparing results using the same materials and conditions before making a decision.
The API uses consumption-based pricing. Its pricing table distinguishes between text input, image input, and image output. When budgeting for an integration, it is important to calculate the expected workload and iterations; a price per million tokens is not a fixed price per finished image.
How It Could Fit Into a Brand’s Content Production
I suggest considering the following uses as workflow tests. The table shows what to evaluate before incorporating an asset into a campaign.
| Need | Proposed Test | Approval Criteria |
|---|---|---|
| Define a campaign | Explore two visual directions based on the same brief. | The proposal communicates the message and is clearly differentiated. |
| Present a product | Test a setting using a reference photograph. | Shape, proportions, and features match the actual product. |
| Prepare a video | Create reference frames to communicate framing and atmosphere. | The images clearly communicate the narrative intention. |
| Adapt an asset | Test one vertical and one horizontal composition. | The subject, message, and space for text work effectively in each format. |
In an audiovisual proposal, for example, I would use the images as a reference when discussing lighting, scale, and the position of different elements. Before animating them or producing the scene, I would approve a master reference and document which features must remain unchanged.
In commercial photography, I would be especially demanding when it comes to the product itself. If the result changes a button, a connector, or the relative size of a device, I would not approve it as an accurate representation, even if the composition looks attractive.
Which Limitations Are Still Relevant?
OpenAI’s image generation documentation acknowledges challenges that may still occur, including text placement and clarity, consistency of characters or brand elements, and precise object placement in structured compositions.
Improved fidelity does not guarantee that every detail will remain unchanged. The prompting guide warns that successive edits can alter elements that were intended to remain intact. If an area must remain identical pixel by pixel, it recommends compositing the approved edit over the original. Guidance for preserving details.
For commercial delivery, my recommendation is to keep the official logo and critical text in editable files and add them during final composition. This allows you to review their size, spelling, and placement using the same standards you would apply to any other design asset.
A Method for Evaluating ChatGPT Images 2.5 in Your Business
1. Define the Decision the Image Needs to Support
Write down the objective before generating anything: presenting a proposal, explaining a service, or showcasing a product. Add the target audience, format, and main message. This makes it easier to determine whether an image actually contributes to the project, even when the visual result looks impressive.
2. Provide References With Clear Roles
The official guide recommends describing the subject, composition, style, and constraints, clearly indicating what should change and what should remain unchanged. See the prompting recommendations.
As a production guideline, I would separate the product photograph, environmental reference, and brand guidelines. I would also establish which reference takes priority if there are differences. A file may be used to guide the lighting without authorizing changes to the product design.
3. Approve a Baseline and Document Corrections
Save the selected version and list the remaining changes. Review every new iteration against that baseline: framing, proportions, colors, identity, and object details. If a correction introduces a new error, document it before continuing.
4. Measure the Entire Process
For this evaluation, I suggest tracking the minutes spent on preparation, generation, review, and finishing. Also count how many attempts are required before an asset is approved. A fast response can be useful, but project savings can only be assessed after corrections are included.
A simple metric is cost per approved assetadd the cost of the tools and the cost of the time invested, then divide that total by the number of assets that actually meet the brief. Use the same criterion when comparing it with your current workflow.
5. Finalize the Asset in Its Publishing Context
Review the design within the ad, page, or composition where it will actually appear. Check mobile readability, cropping, and the relationship between the image and the message. For a brand, final approval should reflect the communication its audience will ultimately see.
Example Instruction for a Visual Test
This editorial example can be used to evaluate a setting based on an authorized photograph. It does not imply that the result will meet every requirement:
Create a horizontal 16:9 visual proposal based on the attached product photograph. The objective is to present the device on a corporate website. Preserve its shape, proportions, controls, and orientation. Modify only the background, placing it in a bright workspace with neutral lighting and consistent shadows. Leave open space on the left for a headline to be added during editing. Do not add text or accessories.
Then compare the result with the original photograph. If the device changes, return to the approved reference or use manual compositing to preserve it.
Frequently Asked Questions
Does the Speed Improvement Cut Campaign Production Time in Half?
No. That conclusion cannot be drawn. Generation is only one part of the workflow; the brief, selection, and finishing also require time. To estimate potential savings, measure the entire process.
Can It Be Used to Produce Final Brand Images?
My approach is to approve them only after verifying their fidelity, quality, and suitability for the intended message. The model label does not replace that review.
What Is the Practical Difference Between Flare and Sunburst?
Official guidance prioritizes speed with Flare and higher-quality output with Sunburst. The right choice requires testing the specific workload. Selection guide.
Start With an Asset You Can Evaluate
Choose a real need from your next project and define how you will recognize a successful result. It could be a reference for a shoot, a proposal for a visual setting, or an adaptation to another format. That test will give you a concrete basis for deciding what to incorporate into your production workflow.
If you’re looking to integrate AI tools into a communication and Video Marketing strategy with clear visual direction, learn more about my work and contact me at marcochile.com.