In 2024, I lost a yacht shoot I’d photographed for two consecutive years.
Why? Because the marketing agency used AI to create the campaign.

AI image generation isn’t on the horizon—it’s already here, transforming how brands create and source visual content. From high-end campaigns built without a camera to corporate headshots generated from phone selfies, agencies are turning to synthetic imagery for speed, scale, and cost efficiency. They’re hiring prompt engineers—not photographers.

But while the shift is real, it doesn’t have to be a threat. This talk explores how photographers can adapt and thrive by embracing new hybrid roles—combining creative vision with AI workflows, consulting on storytelling and brand identity, and leaning into what machines can’t replicate: authenticity, trust, and human connection.

We’ll look at how to enhance AI outputs with a retoucher’s finesse, guide clients on maintaining brand consistency, and integrate real and generated imagery in ways that elevate both.

AI is changing the industry—but it’s also opening doors. The question is: will you resist it, or lead the next chapter of photography?