AI image and photo tools in site builders

An AI image tool makes a picture from a written request, or changes a photo you already have. It doesn't photograph anything. That matters when the picture is meant to show your actual work.

Two jobs: make and change

Making a picture. You describe what you want and pick a style. Wix says you tell its tool exactly what you want in the image and select a style, and it creates images to use on your site. You can click Create Again until one fits, then refine it in the Photo Studio¹.

Squarespace's Image Studio works in a similar way. You choose a single image or a set of four from one prompt, and you can set the shape and a visual style².

Changing a photo. Squarespace says you can reposition, relight and reshoot existing images against a studio backdrop². So the tool starts from your photo, and the result is a new image made from it. Check that the product still looks like your product.

Ready-made backgrounds. Squarespace also offers a curated selection of AI-generated images, patterns, gradients and videos for section backgrounds².

Why some prompts fail

Squarespace notes that content can be flagged by mistake, and suggests trying the prompt again².

The cost side

Image making can use up allowances. Squarespace says each image generated uses AI credits². Wix's overview describes its image tool as free¹. Wix's credits page says many Wix AI tools are free and don't use credits, and that some AI agents and tools do use them³. Check the Wix credits page for your own plan. A guide to plans and credits points to them.

Who may use the picture

This is the question owners ask most. The answer sits in each maker's terms, not in the help page for the button. Squarespace's help page calls itself a summary. It sends readers to its Product Specific Terms and Content Generation Terms². Read those before you use a generated picture in an advert or on a product.

Two cautions that hold in any case:

• A made-up picture isn't a record of your work. A generated kitchen isn't your kitchen.
• Copyright and ownership of AI output differs by country. If the stakes are high, ask a lawyer where you live.

The tool may also pass your prompt, and your photo, to other companies. Squarespace says it has partnered with OpenAI, Anthropic and Google². Think twice before you upload pictures of people or customer premises.

Labels and alt text

Google says AI-generated images for its Merchant Center must carry IPTC DigitalSourceType metadata. It adds that sharing how content was made can give readers context⁴. That rule is Google's, for shops that use that service.

Every picture also needs alt text, which is text that describes an image. Google calls it the most important attribute for image metadata, and it helps people who use screen readers⁵. Check any AI-written alt text against the picture. The search-text page explains how.