AI is everywhere - But authenticity still wins

AI is everywhere. It seems like we can’t go an hour without hearing the term. If you’d asked me in 2025 whether AI would take over my career as a photographer, I would have said 100%. Anyone who disagreed, I would have called delusional.

Fast forward to today and I have a very different take.

Every organisation has worked hard to build its brand, identity and culture. If AI strips that away, the results aren’t good - years of work down the drain.

You’ve probably noticed the amount of “AI slop” on social media right now. On some platforms it’s reportedly as high as 50%. It makes me wonder why anyone keeps spending time there when half of what they’re seeing is computer-generated.

I’m an animal lover, and I’ve previously liked videos of baby bears being rescued and raised by humans, only to discover the whole thing was fake. I felt like an idiot for believing it. These days it’s genuinely hard to tell real from fake.

So where does that leave AI in the photography space?

It starts with staying authentic and on-brand. The second part is standing out from the crowd - how can organisations attract more eyeballs, more clicks, and ultimately more revenue?

Some of our clients have asked us to use AI to enhance what we already have - a different take on an already authentic image. We’ve been playing around with this, and to be honest, we’re loving the results.

We’re currently using AI to convert original photographs into professional illustrations for our clients. The images remain authentic at their core, but they gain an extra edge that helps them stand out. They become conversation starters for buyers and are simply more engaging.

Of course, this approach isn’t right for every organisation. It depends on who you are and what you’re trying to achieve. But from a marketing standpoint - where everyone is fighting to be different - we think it’s a smart idea to test, particularly as a campaign.

Take a look at a few recent examples on our Illustrations page and let us know what you think. Happy to schedule a call to discuss your next campaign.