No, you need to first create a Dataset (XML/DAT) out of your jpg/png image, you cannot use the image "as is".

aside from using the .xml - .dat and uploading on the cloud, is there a way to access directly a .jpg or .png as target? 

i want to build a dynamic videoplay where i can add another image in my sd card(for example) and automatically it will add it on my app

You need the DAT + XML file (if you are using Device Database), or you need an image uploaded on your Cloud account if your are relying on Cloud Recognition (Cloud Databases).