AI suddenly transformed from being a fringe experiment to becoming seriously useful a couple years ago and since then the progress has been exponential. As a society, we are welcoming in an alien intelligence which has the potential to be more intelligent than its creators. AI will have far-reaching effects over every kind of work – what about photography?
There are more images being created than ever before and the overwhelming majority are not being created by professional photographers. Mobile phones offer a cheap, simple way to get an OK image. This eliminated the low-end market for photography and camera sales have reduced dramatically over the past 15 years. AI is the second wave of change. Mobile phones eliminated the low-end market for images and AI will eliminate much of the mid-market – for images like generic pictures for web sites and advertising, basic product shots and fast-fashion e-commerce photos.
So if images of reasonable quality can now be created by anyone for free (or almost for free) with their mobile phone or AI, why do I think some photographers will still be doing just fine years into the future? What kinds of photography will always be created by professional photographers rather than an algorithm? Authenticity, realism, creativity and empathy are qualities which AI will find hard to replicate. In general, photographers who offer a distinctive creative style and imagination, build a personal brand and create human connection will still have a place.
Beyond this general outlook, some niches will be difficult or impossible to replace with AI :
While AI-generated images have made headlines for their speed and convenience, they will not replace professional corporate photography, team headshots. These types of images are not just about aesthetics; they are about authenticity, trust, and human connection. An AI generated image from a low-quality source such as a mobile phone will always look a little fake as to enhance or change the image, the AI will have to invent the extra pixels with no reliable data to go on.
In the corporate world, clients and partners want to see the real people behind a brand. A professional headshot communicates reliability, professionalism, and approachability. Companies invest in team photos and leadership portraits because they humanise the organisation. An AI-generated face might look polished, but it lacks the subtle details that give a person character—like a natural expression, confident posture, or genuine eye contact. These nuances matter when building business relationships, especially online.
For actors, the stakes are even higher. Casting directors rely on headshots to assess personality, versatility, and suitability for a role. AI images may be visually impressive, but they fail to capture range and realism. A convincing actor headshot shows emotional depth and reflects the actor’s casting type. It has to look like the person who walks into the casting. AI images, on the other hand, are often overprocessed, stylised, or subtly inaccurate—potentially doing more harm than good.
Photography is not just about image creation; it’s about collaboration. A skilled photographer brings out the best in the subject, offering guidance on expression, styling, and storytelling. AI cannot replace that experience, nor can it replicate the level of trust that real photographs build with clients, employers, or casting professionals.
In a world that increasingly values transparency and personal branding, authentic visuals are more important than ever. AI may play a supporting role, but when it comes to building credibility and making a real impression, nothing beats a bespoke image.
Celebrities are brands, and the imagery they release to the public is carefully managed. Trust between subject and photographer is critical, and celebrities are unlikely to entrust their image to software that pulls from unknown sources or creates unpredictable results. In high-stakes editorial, branding, and press environments, the assurance of a skilled, reputable photographer remains essential.
In short, celebrity portraits aren’t just photos—they are crafted, collaborative works of art, and only a human photographer can bring that level of depth, integrity, and intention to the frame.
AI will dominate routine image creation for lower-end product photography and fashion e-commerce, but it won’t replace premium advertising and brand photography. The photographer is as much an empathetic creative consultant attuned to the emotional and social nuances of the brand as an image maker. AI can create striking images, but it doesn’t yet offer taste, style, or authorship. Photographers who evolve into creative directors, storytellers, and brand collaborators will not just survive, but thrive.
Photography as an art form won’t vanish. In fact, the tension between AI and human creativity could drive more interest in human-made images. There is already a move towards greater use of film cameras in the art world. A photographic negative is unique unlike a digital image. Furthermore, Silver Oxide, is remarkably stable – negatives from the early days of photography 150 years ago are still perfectly usable.
Any photography which relies on trust, authentic human interaction and connection will continue to have its place. A shift is taking place from “I deliver 20 edited images” to “I create a bespoke experience and tell your story.” which is why I write these insight guides and have a call with every client before every shoot. Often clients don’t know what they want – which is why I have a chat before the shoot so we gain clarity on the best possible images for their needs. The shoot is then guided by this creative brief. For more complex shoots, I include a mood board with example images as well as a shoot plan. I have contacts with some great hair and make up artists and other useful contacts to help you look your best.
Trust and truth matter. Real, verifiable photography will still be essential in journalism and historical documentation.
Weddings, live sports, political events, concerts — anything live and unpredictable still needs a skilled human to capture the moment. AI can’t physically show up to record an event (yet, maybe robots will do this in future) and at least for now, there is no substitute for photographs of the actual event.
