The use of AI when publishing images and communications - a heartfelt apology

In recent months, there has been growing public discussion about the use of AI in images and communications, particularly where technology alters how people are represented. It is within this wider context that an issue in some WISH communications was brought to our attention.

Recently, it was highlighted that an image used in some WISH materials had been digitally altered in a way that we had not intended.

When we later came to use the image across different platforms, including newsletters, social media, and survey materials, the quality of the original file was not sufficient for some of the formats required. In an effort to make the image usable across those media, it was resized and sharpened using AI-based tools.

Regrettably, in doing so, the technology altered aspects of the image in ways we neither intended nor anticipated. Our intention was limited to making minor technical adjustments so the image could be used appropriately; there was no intention to change anyone’s physical features or representation. The outcome does not reflect our values as an organisation.

We did not seek permission for the image to be digitally altered in this way, and with hindsight we should have paused and stayed with the original image rather than allowing automated tools to intervene. For this, we apologise to everyone featured in the photograph.

WISH is a community interest company, largely run by volunteers, with our focus firmly on creating meaningful events, connections, and opportunities for women in social housing. This experience has been an important reminder that how we use images — particularly where AI tools are involved — requires the same level of care, attention, and intention as the work we do in person.

We have removed the altered image from our communications and are strengthening our internal guidance so that our approach to image use, consent, and AI is clearer and more robust going forward.

We are sharing this openly not only to apologise, but to learn out loud. As AI becomes more embedded in everyday organisational practice, this feels like an important moment for boards, leaders, and volunteer-led organisations to reflect on how easily intention and impact can diverge.

Thank you to those who raised this with us — and thank you to the women in this photograph, whose presence, experience, and authenticity matter exactly as they are.

The WISH Team