The answer is both yes and no. If you’re a photographer engaged in direct-to-consumer photography, working with clients for weddings, boudoir, portraits, family sessions, newborns, events, and the like, you can breathe a sigh of relief, at least for now.

What Are the Limitations of AI-generated images Right Now?

Currently, artificially produced photographs have certain limitations that will safeguard photographers for the time being. For instance, working with programs like Midjourney presents challenges in creating a cohesive body of work suitable for campaigns, and obtaining consistent and usable results with prompts is exceedingly difficult.

Suppose you are a business owner who sells shoes and seeking to create a visual campaign for social media, print, and traditional media. You might think that snapping a photo of your product and then feeding it into Midjourney will produce amazing photos of your product in various situations, but it won’t.

At this stage, Midjourney lacks the capability to incorporate images into new compositions in a meaningful way. The results might not match your expectations, as it may generate its own images or even borrow copyrighted material from the internet.

The shoe on the white background was photographed and retouched by me a couple of years ago. I fed the image into Midjourney with the following prompt: “Light this shoe dramatically with a black background and bright techno lights.” As you can see, the results are essentially useless.

Even when optimizing the inputs for image weight, a function you can use in Midjourney to favor the source image, the results are unusable straight out of the box.

So, are we safe?

While traditional photographers are mostly safe, two groups at risk are stock photographers and models.

Stock photographers might find themselves competing with AI-generated content, where AI can fulfill specific photography requests rapidly, undermining the need for traditional stock photography services.

Likewise, models may face challenges, as AI can create virtual models to showcase products in marketing campaigns, eliminating the need for real models in some instances.

None of these people are real, and it took me minutes to create these photos. A skilled retoucher could easily replace the bowties in these photos without much trouble. Swapping out small products is an easy way for companies to leverage AI and produce exciting content and lower the cost of production. However, it still requires photoshop skills to do this effectively. Models will have to work much harder to remain relevant with advent of Artificial Intelligence.

In the case of companies attempting to sell products like bowties, for example, skilled retouchers and composite photographers remain essential.

They can merge the company’s products seamlessly into AI-generated images, ensuring color accuracy, matching lighting, and maintaining the correct perspectives.

Photographers with strong compositing and retouching skills will find AI tools like Midjourney beneficial, expanding their creative possibilities and making them more competitive.

However, those who fail to embrace this technology may quickly fall behind in the industry. As artificial technology progresses, so too will the demand for professionals who know how to leverage this technology to achieve desired results.

Where Do We Go from Here?

For small businesses, caution is advised when considering the use of AI-generated photography through tools like Midjourney, especially if the owner lacks strong Photoshop skills, lighting expertise, and image retouching techniques.

Without the necessary knowledge and experience, relying solely on AI could result in subpar outcomes, potentially damaging the business’s reputation.

For product photographers, it’s worthwhile to familiarize themselves with how Midjourney works and to improve their Photoshop and composite skills.

While AI can create multiple scenarios for a product, it still requires the photographer’s expertise to seamlessly integrate the real product into the AI-generated worlds. Lack of understanding in photography and lighting might lead to AI-generated content that undermines the photographer and the business.

Regarding models, building a diverse and versatile portfolio is crucial for success in various types of campaigns. Working with skilled photographers who can capture the models in the best light is essential. As evident from the AI-generated models showcased above, the level of quality achieved is remarkably high, surpassing what most photographers can achieve.

Final Thoughts

Embracing AI in photography can be beneficial, but it should complement and enhance the photographer’s skills rather than replace them entirely. Learning and adapting to AI technology while maintaining a strong foundation in traditional photography practices will empower photographers and businesses to thrive in an ever-evolving industry.

Ultimately, the key to success in photography or any business lies in providing value to clients. While AI can be a valuable tool, human skills like empathy and effective communication remain crucial in building strong relationships and meeting customers’ needs. Embracing AI as an enhancement rather than a replacement will likely lead to greater success in the long run.