I understand why WordPress.org has image rules. Theme users shouldn’t inherit copyright problems from the images bundled with a theme.

I think AI-generated images are worth considering as another option for theme developers.

But the case for them needs to distinguish copyright ownership from infringement risk.

What Actually Happened (The Short Version)

Back in 2018-2019, WordPress.org went through a challenging period with image licensing. Popular “free” stock photo sites like Pixabay and Pexels changed their licenses from truly open (CC0) to proprietary licenses with restrictions. Suddenly, images that were perfectly fine yesterday violated GPL requirements today.

WordPress had to ban these sources and establish stricter image licensing rules. Hundreds of themes were affected. Theme developers had to learn complex licensing requirements and document everything meticulously.

The license changes created more work and uncertainty for theme developers.

That’s the challenge WordPress has been working to solve: protecting users from copyright claims on images.

I’d like to look at whether AI images could help with some of that work.

What copyrightability means

The U.S. Copyright Office says copyright protects human authorship. AI-assisted work can still contain protectable human contributions; prompts alone don’t make generated material copyrightable.

That does not mean every AI output is free of infringement risk

Think about what you’re dealing with when you use stock photos:

  • Did I license this correctly?
  • What are the usage terms again?
  • Do I need a model release?
  • Is there some hidden rights holder I don’t know about?
  • When does this license expire?
  • Am I allowed to modify this?

An output’s copyright status doesn’t settle whether it copies someone else’s work or what the tool’s terms allow.

Developers still need to consider those questions.

Image quality

I’ve been happy with what I can make.

AI images have improved since the strange hands and faces I was seeing in 2022.

Modern AI generates beautiful 4K+ images. MIT showed 30x speed improvements while maintaining professional quality. What used to take hours now takes seconds. What used to cost hundreds of dollars now costs pennies (or nothing).

I find AI useful for theme backgrounds, hero images, abstract designs and interface elements. It lets me create truly unique imagery. Your theme won’t have the same photo that’s on a thousand other websites.

For me, being able to make images that fit a theme is a reason to consider them.

What This Means for Theme Developers

AI could help developers:

  • Spend less on sourcing images.
  • Make images quickly. Spend less time searching stock sites.
  • Make visuals for the theme. Choose an image to suit the design.
  • Try variations. Change the colors or composition and compare the results.
  • Choose a tool with clear terms. Check its usage rules and document what was used.

That would change how I put a theme together.

WordPress.org already allows plugins that generate AI images, including AI Engine and Kadence AI. I’d like the theme policy to address how developers can use those outputs.

There’s an opportunity here to align the policies.

The rules I’d start with

Here’s what I’d ask developers to do:

1. Be transparent. Document which images are AI-generated and what tools you used. Just basic disclosure.

2. Use common sense. Don’t try to generate Mickey Mouse or LeBron James or the Nike swoosh. Stay away from obviously problematic stuff.

3. Do a quick review. Make sure your images actually make sense for the theme and don’t obviously copy something else. Same quality control you’d do anyway.

Those would be starting points for a policy.

I’d like rules that are clearer about what developers need to check and document.

What it could help with

I’d like the policy to support:

Clear expectations for users. Tell people where images came from and what was checked.

Happier developers. Less time sourcing images and more control over the design.

More people making themes. Making the design work more affordable could help more people participate.

Stock-image companies also offer AI services. I’d like WordPress to consider allowing generated images with specific safeguards.

I want theme developers to have access to these tools with clear expectations about their use.

The policy should explain how to evaluate an image and its rights, including when it’s AI-generated.

I think WordPress.org and theme developers share the goal of protecting users.

I’d like a policy that lets people use AI images responsibly.