`itemLabel` specifies what is displayed in the list and in the input field. If you want to have different entries in the autocomplete list than in the input field you can specify `<p:column>` child elements to specify the list entries.
See also the primefaces demo "AutoComplete [AutoComplete - Pojo" Pojo][1] the field "Custom Content" shows a list of players inclusive their image. If you select one then only the name is written in the text field.field.
[1]: http://www.primefaces.org/showcase/ui/autoCompletePojo.jsf