Artificial intelligence tools like ChatGPT are often presented as the answer to photographers’ marketing struggles – helping you write faster, post more consistently, and finally get through that never-ending to-do list.

And yes – AI can save you time.

But only if you’re clear on what you’re building in the first place.

In this session, Fab Costa goes one step beyond the usual “how to use ChatGPT” advice and looks at why so many photographers are using AI correctly – and still not seeing meaningful results.

This talk explores:

– Why AI doesn’t create clarity, but amplifies whatever clarity (or confusion) you already have
– Why generic content isn’t a prompt problem, but a positioning one
– How to use ChatGPT as a powerful assistant after you’ve made the right decisions
– Where photographers go wrong when they try to outsource thinking instead of execution

You’ll still leave with practical ways to use AI for marketing, communication and productivity – but more importantly, you’ll understand when AI helps, when it hurts, and why clarity matters more than speed.

This session is for photographers who don’t just want to produce more content – but want their business to actually move.