Today is Global Accessibility Awareness Day (GAAD). In honor of GAAD, the social media management platform Sprout Social has announced a new feature to help its users quickly create inclusive content: the integration of AI that can be used to generate suggested alt text for images.
Generate Alt Text by AI Assist was unveiled during a virtual webinar hosted by Caitlin Grogan, Group Product Manager of UI Systems and Accessibility at Sprout, and a panel of accessibility experts including Holly Tuke, Keidra Chaney, and Caroline Desrosiers.
Sprout was very intentional when creating and implementing the feature. The platform initially requested feedback from some of its more accessibility-aware community members and then began testing the feature a few weeks ago with a select group of Sprout Social users. As of today, it is available to all Sprout customers.
Requesting AI-generated alt text in Sprout is fairly simple.
When a user uploads images to a new post, they can either click the pencil icon that appears on the image thumbnails and then select the option to add alt text, or they can click the hyperlinked text just below the thumbnails that reads, “Add Alt Text.” Both options will open an alt text popup.
In the new popup, the uploaded image will be shown along with a blank field to the right where users can write alt text. Near the bottom of the blank field will be a small hand icon with the label “generate” next to it.
Clicking “generate” will activate AI Assist, which will then take a few seconds to analyze the uploaded image and suggest alt text for it. Users can choose to use the alt text, regenerate the alt text for a new option, or reject the alt text completely.
If users decide to use the alt text, it will automatically appear in the aforementioned blank field and can then be edited further if needed.
Because Sprout Social is aware of the unpredictable nature of AI, there is a line below the AI-generated alt text that urges users to “review AI-generated content as it may contain inaccuracies, biases or offensive material.”
It should be noted that Generate Alt Text by AI Assist is only an option when creating posts for Facebook, Twitter/X, and LinkedIn in Sprout Social at this time. Like many third-party management systems, Sprout does not currently have access to the alt text fields for Instagram or Threads due to the API restrictions of those platforms.
Sprout was kind enough to invite me to test Generate Alt Text by AI Assist and provide feedback ahead of the official reveal. I chose a variety of different images to test, many of which I use in my 9–5 job as the Social MediaManager for St. Petersburg College (SPC). There were four categories of images.
My goal when testing was to see how easy it would be to confuse or trick the AI. I wanted to see how intelligent it actually was and what details it deemed important enough to be included in the alt text it generated.
I was impressed, to say the least.
There was more than one instance where the AI would specifically name different types of plants and animals. It also had no issue describing the graphics that I uploaded, easily transcribing the copy on them as well as their color palettes and any visual elements like borders or icons.
When describing images that featured people, the AI leaned toward neutrality, usually excluding identifiers like gender, race, and ethnicity. This is also how I choose to describe people when I write alt text because I don’t like to assume how someone prefers to identify. But that’s a personal preference of mine, and other content creators may decide to describe additional identifying features in their alt text, which is totally allowed.
However, there were a few images where the AI chose to describe very specific details like when a student had prosthetic legs, when a graduate used a wheeled walker to cross the commencement stage, and two different instances where students were wearing headscarves.
Of course, the AI didn’t always get it right. It mistook a breaching dolphin for a humpback whale, often picked up on miscellaneous text in the background of images, and thought the SPC Titan mascot was the Notre Dame leprechaun mascot (which I admittedly had a good laugh over). Sometimes the AI even included details that didn’t really need to be in the alt text.
As mentioned earlier, though, users can edit Sprout’s AI-generated alt text, so if something isn’t accurate or a detail is missing, you can update the alt text before saving it. The point of the feature isn’t to let AI do all the work or replace human perspective, but rather to nudge Sprout users to make their content accessible and assist them with that objective.
Scroll to the end of this post to see the AI-generated alt text for all my test images as well as how I would have described them.
Overall, I think that Sprout’s AI integration for writing alt text is a great addition to an already excellent platform.
Hopefully, it will make users more aware of why describing images is important and how they can do it in Sprout. While Generate Alt Text by AI Assist isn’t perfect (and no one should expect it to be), the feature can be a good starting point for people who are new to crafting alt text or aren’t fully comfortable writing it yet.
To get more information about adding alt text in Sprout Social, visit the platform’s virtual help center. And don’t forget that there’s a whole page on Accessible Social with tips for writing image descriptions!
Below are the images I used when testing Sprout Social’s Generate Alt Text by AI Assist feature. Please remember that I had the advantage of nuance and context for the images I chose, and the AI did not.
AI-generated alt text for the below image: “A close-up image of a St. Petersburg College emblem attached to a blue graduation tassel, symbolizing educational achievement and celebration.”
My custom alt text for the below image: “Close-up of a St. Petersburg College medallion attached to a blue tassel on a blue graduation cap.”
AI-generated alt text for the below image: “A group of graduates at a commencement ceremony, wearing blue caps and gowns. One individual in the foreground is dressed in a blue cap and gown, complemented by an orange headscarf, smiling brightly. The background is populated by graduates in similar attire. The scene captures a moment of celebration and achievement.”
My custom alt text for the below image: “A student smiles brightly during the SPC graduation ceremony. They wear a blue graduation gown as well as a peach-colored headscarf under their blue graduation cap.”
AI-generated alt text for the below image: “Five graduates in blue caps and gowns smiling and holding diplomas at a graduation ceremony in a stadium.”
My custom alt text for the below image: “Five SPC graduates in blue caps and gowns smile and hold up their new diplomas at the 2024 graduation ceremony at Tropicana Field.”
AI-generated alt text for the below image: “A person in a blue graduation gown and cap walking with the aid of a wheeled walker across a stage at a graduation ceremony. In the background, seated individuals wearing academic regalia are visible, along with event banners including ‘GMF’ and numbers. There is also a person in a green and black patterned shirt standing behind the graduate, appearing to be assisting or accompanying them.”
My custom alt text for the below image: “An SPC student in a blue graduation cap and gown smiles broadly while crossing the graduation stage with the assistance of a wheeled walker. They clutch their new diploma in their right hand.”
AI-generated alt text for the below image: “Graduates in blue caps and gowns cheer joyfully at a commencement ceremony alongside the Notre Dame Leprechaun mascot.”
My custom alt text for the below image: “SPC students wearing blue graduation caps and gowns lean into the center aisle to take a celebratory picture with Titus the Titan mascot at graduation. Titus flexes to show off his muscles.”
AI-generated alt text for the below image: “Graduate in blue cap and gown walking through a large balloon arch with white, blue, and darker blue balloons, reading “JAY’S GRADUATION CEREMONY: YOLO!” in a sports arena with filled seats in the background.”
My custom alt text for the below image: “An SPC student in a blue graduation cap and gown is seen from behind as they stand under a blue and white balloon arch at Tropicana Field.”
AI-generated alt text for the below image: “A person joyfully holds a St. Petersburg College sign in front of a park fountain on a sunny day.”
My custom alt text for the below image: “An SPC student joyfully holds up a blue St. Petersburg College pennant flag in front of a park fountain on a sunny day. They wear a dark floral dress.”
AI-generated alt text for the below image: “A student sits at the forefront, smiling and working on a laptop with stickers, in a classroom setting alongside other students focused on their own tasks.”
My custom alt text for the below image: “An SPC student smiles while working on their laptop at a desk in a classroom alongside their classmates. They wear a patterned blouse and headband.”
AI-generated alt text for the below image: “A person with a prosthetic leg sits smiling on a bench outdoors, using a laptop with a green cover, in a serene garden setting with stone walls and lush plant life surrounding them.”
My custom alt text for the below image: “An SPC student smiles while working on their laptop outside on a campus bench. They wear a patterned blouse, denim shorts, and have two prosthetic legs.”
AI-generated alt text for the below image: “A person with curly hair wearing a blue backpack stands on a walkway, facing away from the camera. The backpack features a logo consisting of a white ‘U’ inside a white circle, and the text ‘you belong’ in white lowercase letters. The background shows a park-like setting with large, sprawling trees and a concrete picnic table.”
My custom alt text for the below image: “An SPC student is seen from behind as they walk down a tree-lined campus sidewalk. They wear a blue backpack that reads, ‘You Belong at SPC’ in white stitching.”
AI-generated alt text for the below image: “A person wearing a blue ‘St. Petersburg College SPC’ t-shirt is sitting at a table using a laptop in a well-lit indoor setting with large windows and other tables visible in the background. There are books and papers next to the laptop.”
My custom alt text for the below image: “An SPC student wearing a blue SPC t-shirt sits at a table in a campus lounge while working on their laptop. Their class notebook sits on the table next to their laptop.”
AI-generated alt text for the below image: “A person wearing a hijab is smiling at the camera while using their laptop in a library setting with books and plush seating in the background.”
My custom alt text for the below image: “An SPC student works on their laptop at a booth table in the library. They wear a patterned headscarf and gray sweater.”
AI-generated alt text for the below image: “A bee collecting pollen from yellow flowers.”
My custom alt text for the below image: “Extreme close-up of a bee collecting pollen from yellow flowers.”
AI-generated alt text for the below image: “A humpback whale swimming in a blue ocean, with its dorsal fin visible above the water surface.”
My custom alt text for the below image: “A dolphin swimming in an ocean canal. Its dorsal fin is just visible breaching the water’s surface.”
AI-generated alt text for the below image: “An osprey prepares to take off from a wooden post with tropical palm trees and a two-story house in the background.”
My custom alt text for the below image: “An osprey extends its wings as it prepares to take flight from a wooden post.”
AI-generated alt text for the below image: “A vibrant display of pink and white Adenium flowers, also known as Desert Roses, with distinct fuchsia edges and a lighter center.”
My custom alt text for the below image: “A cluster of vibrant pink Desert Roses.”
AI-generated alt text for the below image: “Sunset with vibrant orange sky behind silhouette of palm trees and rooftops.”
My custom alt text for the below image: “The sun sets behind a copse of palm trees, throwing them into silhouette and turning the sky a peachy shade of orange.”
AI-generated alt text for the below image: “Overhead view of a vibrant green foxtail fern with its dense, needle-like leaves splaying outward from the center.”
My custom alt text for the below image: “Overhead view of a cluster of vivid green foxtail ferns, resembling a towering pine tree forest.”
AI-generated alt text for the below image: “Promotional banner reading ‘Career + Academic Communities at St. Petersburg College’ with a blue background featuring various academic symbols.”
My custom alt text for the below image: “Blue promotional banner reading ‘Career and Academic Communities at St. Petersburg College’ with a background featuring various academic symbols.”
AI-generated alt text for the below image: “Promotional image for SPC’s emergency relief drive, featuring vector illustrations of a t-shirt, a toothbrush, a tube of toothpaste, a sock, a spray bottle, a soap, and a brook on a blue background. Text states SPC is running an emergency relief drive to help people impacted by Hurricane Ian.”
My custom alt text for the below image: “Blue promotional graphic reading ‘SPC is running an emergency relief drive to help people impacted by Hurricane Ian.’ Vector icons of toiletries, clothing items, and cleaning supplies surround the text.”
AI-generated alt text for the below image: “Text on a blue background encouraging Titans to register for classes at SPC, with a link to the registration page: now.spc.edu/fallatspc.”
My custom alt text for the below image: “Square blue graphic urging students to register for fall classes. The text reads, ‘The fall semester is getting close, Titans, and we hope everyone is excited about it! If you still need to register for classes, make sure to visit now dot S P C dot E D U forward slash fall at S P C.’”
AI-generated alt text for the below image: “Graphic with the text “Wishing You a Happy Thanksgiving from St. Petersburg College” displayed over a yellow banner, surrounded by a decorative border of red and orange autumn leaves and berries on a white background.”
My custom alt text for the below image: “Thanksgiving graphic decorated with a border of autumnal leaves and berries in shades of red, orange, and yellow. Text on the graphic reads, ‘Wishing you a Happy Thanksgiving from St. Petersburg College’ on a yellow banner.”
AI-generated alt text for the below image: “A promotional banner featuring a diverse group of students at a university event. The foreground includes a logo that reads ‘PATH - Pathways Access to Higher Education’ over a stylized graphic of a shield and books. The background shows a sequence of blended images depicting students engaging in various academic and outdoor activities. Bright, nature-inspired colors dominate the theme, enhancing the educational and youthful vibe of the banner.”
My custom alt text for the below image: “Promotional banner for the Pinellas Access to Higher Education program, also known as PATHe. The PATHe logo is in the center foreground and an image of smiling students is shown in the background.”
AI-generated alt text for the below image: “Green vertical banner promoting National Suicide Prevention Month with prominent text reading ‘September is National Suicide Prevention Month’ at the top, followed by a large central title ‘SUICIDE PREVENTION’ in bold. Below, the hotline number ‘1-800-273-TALK (8255)’ and the website ‘suicidepreventionlifeline.org’ are displayed. The bottom text asserts, ‘There is always someone to talk to.’”
My custom alt text for the below image: “Promotional graphic for National Suicide Prevention Month in September and the Suicide Prevention Lifeline. The text reads, ‘Titans, please know that there is always someone willing to listen and help.’ The lifeline number is 1-800-273-8255 and the help web address is Suicide Prevention Lifeline dot org.”
