Aipedia: Interior designers

AI virtual staging and portfolio marketing: staying truthful

Aipedia, by the Apex broking team · Last reviewed 2026-10-27

AI-enhanced portfolio images and virtual staging are acceptable only if they do not mislead clients about what you designed, delivered or can achieve. BIID Code clause 1(a) requires truthful, factual statements and honesty about your expertise and resources.

Part of: AI in Interior designers

In short

Interior designers may use AI to tidy portfolio photos, generate lifestyle images, and virtually stage empty rooms for developers and sellers. The line is honesty. BIID Code clauses 1(a)(i) and (ii) require truthful, factual statements and honesty about qualifications, expertise and resources, and 1(a)(iv) requires avoiding copyright breaches in promotion. Images that show work you did not do, or rooms that look larger or better than reality, can lead to complaints, misrepresentation claims and consumer protection issues. Label AI imagery, keep originals, and agree how staged images will be used by clients.

How designers use AI in marketing

AI image tools can change how studios present themselves. Common uses include:

removing clutter, cables or blemishes from completed project photos;
changing the season, light or view outside a window;
generating "lifestyle" images of rooms that were never photographed;
virtually staging empty rooms for developers, landlords and sellers;
producing social media content showing styles the studio could offer.

Light editing of real photos is long-standing practice. The risk increases as images move from showing completed work to showing work that does not exist.

The duties that apply

The BIID Code of Conduct (1 April 2026) does not mention AI, but its first clause deals with how members procure work:

1(a)(i): use truthful, factual and responsible statements;
1(a)(ii): be honest about your qualifications, expertise and resources;
1(a)(iv): avoid breaching copyright when promoting your services.

An image is a statement. A portfolio full of AI-generated rooms implies a body of completed work, and a staged image implies a room looks a certain way. More widely, consumer protection law prohibits misleading marketing, and a client who contracts because of a false impression may have a misrepresentation claim. See the BIID Code and AI guide.

What can go wrong

Illustrative scenario. A designer produces virtually staged images for a developer's show flats. To make the living room feel larger, the AI tool widens the window and replaces the view of a neighbouring building with open sky. The developer uses the images in sales material. Buyers complain after completion that the flats do not match the marketing. The developer settles with several buyers and then claims against the designer, saying the images were supplied as accurate representations.

Other problems include portfolio images that suggest a studio handled a large commercial project it did not, AI images containing other designers' recognisable pieces (see AI imitation risk), and generated images that include identifiable people or artwork without permission.

Staging for clients who sell or let

When you stage images for a developer, agent or landlord, the client is the one marketing the property, but the images are your work product. Agree in writing what the images are for, that they are illustrative, and that the client will label them as virtually staged. Avoid altering permanent features such as windows, room dimensions, views, ceiling heights or fixtures, because those are the changes most likely to mislead buyers or tenants. Keep the unedited originals and a record of what was changed.

How PI usually responds

A claim alleging that images you supplied to a client were negligently misleading may fall within interior designers' PI, depending on whether marketing imagery is part of your declared professional activities and on the wording. Claims arising from promoting your own business are often treated differently, and some policies exclude fines or regulatory penalties. Marketing and creative work has its own risks; the AI insurance for marketing and creative agencies guide explains them. See also does PI cover AI and IP claims.

Practical controls

Label AI-generated or heavily edited images clearly in portfolios and social posts.
Only show completed work as completed work, and credit collaborators.
Never alter permanent features in staging for sale or letting.
Agree labelling and permitted use with clients in writing.
Keep unedited originals and an edit log.
Check generated images for recognisable products, artwork or people.

How Apex helps: Apex arranges PI for interior designers. A broker can check whether your declared activities include marketing imagery and how your policy treats claims about AI-staged images. See PI insurance for interior designers.

Sources

Frequently asked

Can I use AI images in my interior design portfolio?

You can, provided they do not mislead. BIID clause 1(a) requires truthful statements and honesty about your expertise, so label AI-generated images and do not present them as completed projects.

Is virtual staging misleading?

Not in itself. Adding furniture to an empty room is widely understood. Altering permanent features such as windows, views or room sizes is more likely to mislead, and staged images should be labelled.

Who is liable if staged images mislead buyers?

The client marketing the property usually faces the buyer first, but may then claim against the designer who supplied the images. Clear written terms about labelling and use help limit that risk.

Does PI cover complaints about my own marketing?

Often not, because PI is aimed at claims from professional services to clients. Claims about your own promotional material may be excluded or need other cover, so check the wording with your broker.

How should I label AI images on social media?

Use a short, plain label such as "AI-generated concept" or "virtually staged" in the caption or on the image itself. The aim under BIID clause 1(a)(i) is that a reasonable viewer is not misled about what is real or completed work.

Check your PI covers how you use AI

Tell us about your firm and the work you do. A broker will review how your current PI treats AI-assisted work, or arrange new cover. No fee for a quote. Or call 0117 325 0027.

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Apex Insurance Brokers Limited is authorised and regulated by the Financial Conduct Authority. Registered in England and Wales, company number 07014570. This page is general information about how AI is used in the profession and how insurance may respond. It is not legal, regulatory or insurance advice on your circumstances, and it does not guarantee that cover will be available or on what terms.