What is Text-to-image?

Text-to-image is the AI workflow of producing an image directly from a written description, with no reference image required. It is the foundational capability of modern image-generation models from Midjourney to DALL·E 3 to Flux to Imagen. For marketing teams, pure text-to-image is best suited to concepting and ideation—'what could this campaign look like?'—rather than production output, because results depend entirely on prompt quality and lack the identity preservation needed to keep the same person or product consistent across a creative set. Production-grade marketing workflows almost always combine text-to-image with image conditioning (reference photos of the product and persona) to lock identity, which is technically text-and-image-to-image or composition. The pure text-to-image use case in marketing is generating a one-off concept image, brand-mood reference, or stylized illustration where the exact subject is allowed to vary—not for ad creative testing where consistency matters.