Generative tools, with someone accountable for the output

Yes, always, per deliverable. You need to know for licensing, for disclosure obligations and for your own judgement about where to put review effort.

You do, and the tooling choice matters for that — we prefer commercially-licensed generators for client work precisely because provenance is cleaner. Where a model's terms are ambiguous we will raise it rather than assume.

Unreviewed content that says nothing is bad for SEO regardless of who wrote it. The discriminator is whether the page is useful and accurate, not which tool drafted it.

For lifestyle scenes, backgrounds and campaign variations, often yes. For the product itself, usually not — accuracy of the actual item is exactly what these models are worst at, and a wrong product image is a returns problem.

Because they are checked against your product data rather than accepted from the model. That checking is the bulk of the work and it is why the pricing does not look like the cost of generation.

It is early and honest practitioners are still learning. Structured, citable, factually clean content demonstrably helps; anyone promising a ranking in an AI answer is describing something nobody controls. We will report what we can measure.