Here is a version that can cope with multi-line cell contents. I used tikz overlay to put the picture in the background. The rest is scaling. I have assumed a fixed width of the cell, e.g. p{2cm}. If it is variable ther are some ways to find the width at Measure the column width of a table, but it becomes more complicated.
\documentclass{article}
\usepackage{tikz}
\usepackage{graphicx}
\usepackage{calc}
\newcommand\AddCellBackground[3]{% {width}{image}{contents}
\sbox0{%
\begin{tabular}[b]{p{#1}}\hline
#3
\end{tabular}}
\tikz[overlay]{\node at (-\tabcolsep+0.5\wd0,-0.5\dp0+0.5\ht0-0.5\fboxrule){%
\includegraphics[width=\wd0,height=\ht0+\dp0-0.5\fboxrule]{#2}};}%
#3}
\begin{document}
Some text before.
\begin{tabular}{|p{2cm}|p{2cm}|p{3cm}|}
\hline
1 & 2 & 3 \\\hline
4 & 5 & \AddCellBackground{3cm}{example-image}{A longer cell contents that needs more space} \\\hline
4 & \AddCellBackground{2cm}{example-image}{5} & 6 \\\hline
7 & 8 & 9 \\\hline
\end{tabular}
Some more text after the table.
\end{document}

EDIT
If the cell contents should be centered it is best to define a new column type with the array package. Then a centered version of the \addCellBackground can be done:
\usepackage{array}
\newcolumntype{C}[1]{>{\centering\arraybackslash}m{#1}}
\newcommand\AddCellBackgroundCenter[3]{% {width}{image}{contents}
\sbox0{%
\begin{tabular}[b]{C{#1}}\hline
#3
\end{tabular}}
\sbox1{#3}
\tikz[overlay]{\node at (0.5\wd1,-0.5\dp0+0.5\ht0-0.5\fboxrule){%
\includegraphics[width=\wd0,height=\ht0+\dp0-0.5\fboxrule]{#2}};}%
#3}
Here the image is inserted just before the text so the width of the actual text also comes into play. That means that this version does not work for multi-row cell content. The table with centered cells become (where the two first columns are centered and the last left aligned):
\begin{tabular}{|C{2cm}|C{2cm}|p{3cm}|}
\hline
1 & 2 & 3 \\\hline
4 & 5 & \AddCellBackground{3cm}{example-image}{6} \\\hline
4 & \AddCellBackgroundCenter{2cm}{example-image}{5} & 6 \\\hline
\end{tabular}

colortblpackage. – Andrew Swann Aug 04 '17 at 07:47