NEW OPPORTUNITIES FOR PHOTOGRAPHERS IN THE WORLD OF AI
I’ve been exploring AI imaging methods for just about 10 months now. A few things have absolutely astounded me. First…and I’ve said this before…I can’t believe just how rapidly this technology is advancing. Ten months ago I thought that the traditional craft of photography was ‘safe’ and that this technology would simply provide professional photographers with useful tools to aid with their tedious, burdensome post-production workflows. Wrong! No one is safe. Only those that embrace, learn and employ this new technology will be spared from the carnage.
Second…I originally stated that I really had no skin in the game. I photographed what I thought was my last professional assignment in 2018. The plan was to spend my “retirement” as a writer and online publisher discussing two of my lifelong passions: motorcycling and photography. Wrong again! My increased involvement in the motorcycling community, and my continued passion for creating dynamic imagery have combined to put me right back in the center of both of those worlds on a professional basis…with AI being one of the most powerful tools empowering my involvement.
Supplying The Demand
As of this writing it is estimated that some 8 Billion (Yes, I said BILLION…with a “B”) photos, videos, illustrations and text-based posts are uploaded to social media channels every single day worldwide. That number is growing daily. That’s a lot of content, folks. It has become nearly impossible to stand out amongst all the noise.
Inferior smartphone photographs, videos with very low production values and basic text entries don’t cut it in a world where everyone is clamoring for attention. Brands, both large and small, are finding it harder to grab, and keep, the attention of today’s scrolling consumers. Those same brands are faced with the necessity of producing quality, engaging, original content. Furthermore they are forced to produce said content in greater quantities than ever before. Faster than ever before. It is estimated that the “shelf life” of the average social media advertisement is less than 3 hours. If a potential client hasn’t spotted your ad in three hours time it is unlikely that they will ever see it. Things are moving really fast. The time to get onboard is now.
Keeping It Light
For today I’m going to stay away from the philosophical discussion of the “legitimacy” of AI as an art form. God knows I’ve had enough interactions with other artists, on both sides of the AI debate, to fill an entire blog post with just that conversation. I intend to pen that blog post very soon.
For today I’m just going to give you some quick food for thought. Some situations I’ve encountered where I’ve been called upon to apply my experience as a photographer, and my command of AI imaging methods and editing techniques, to service markets that didn’t even exist just a few short months ago.
Cosmetology Services
In my decades as a wedding photographer I had the pleasure of working alongside many different hairstylists and makeup artists. In chatting with one of them recently it was revealed that she needed some great imagery to use in her social media and local bridal publication advertising. She did not, however, have the budget to hire a top notch model and photographer for the project.
AI imaging methods to the rescue. The image above, along with 1/2 dozen similar compositions, were created to meet all of her promotional needs.
The Local Wine Tasting Room
I knew the proprietor of this business from my years as a wedding photographer. His establishment often catered small, intimate wedding celebrations and rehearsal dinners. He wanted a photograph to highlight the warmth of autumn season gatherings. He wasn’t thrilled with any of the offerings his vendors volunteered to supply, and couldn’t find a stock photograph that satisfied his taste.
A few minutes in front of the computer and I was able to provide him with a series of potential images to choose from. He loved all of them, settled upon a favorite, and paid me a whole lot more than a photographer ever would have received by leasing a similar stock photo for this client’s limited local usage.
Empower The Yet Unseen
A dear friend of mine works for an engineering firm that specializes in site planning for various alternative energy projects. He also has been paying attention to my foray into the field of AI imaging methods. He asked me if I could create conceptual images of projects his firm would some day complete.
Though these installations have yet to even break ground, accurate photorealistic representations of what the finished projects will look like were created…much faster, and with much more visual impact, than simple artist illustrations.
Custom Design Work
At a recent motorcycle industry event I was looking at the display of an established player in the custom motorcycle fabrication business. I watched as he spoke with a potential client, while sketching crude pencil drawings on a pad of paper to help the customer envision what his $75,000 investment would buy him.
Later that evening I sat with this builder, connected to WiFi in the host hotel’s lobby. Together we designed a few custom motorcycles on my laptop. I came away with the promise of being a part of the design process of his creations going forward.
The Sky’s The Limit
My native Long Island was the birthplace of Northrop Grumman, one of the largest aeronautics, defense and space systems entities in the world. They keep good company with the likes of Boeing, Lockheed Martin, GE Aviation, Raytheon and others. Though Northrop Grumman has long since left their outdated and undersized Bethpage, Long Island manufacturing facilities behind, a plethora of their smaller defense sub-contractors still call Long Island home.
A colleague of mine works in the marketing department of one of these small, independent, machine work subcontractors. He asked me if I could create a dramatic image of fighter jets without the ‘astronomical’ (pun intended) cost of creating such an image using traditional photographic techniques. The result is pictured above, and was delivered in less time than it would have taken for the jets to get clearance for takeoff.
Shiny Side Up
I’ve patronized a local automotive detailing and accessory business over the years for various services on my cars and motorcycles. The proprietor got wind of my use of AI imaging methods through our connection on a social media platform.
He wanted a “Killer Image” to advertise his new venture into applying ceramic coating finishes to luxury automobiles. No problem. AI created the image of an elegant location, the awesome car, its custom accessories and brilliant surface without me ever stepping away from my desk.
Using Photographic Fundamentals
I’ve said this before and it bears repeating. “Computers don’t do what you want them to do…they do what you tell them to do.” If you want AI to create a photorealistic image you must prompt it to do so using technically correct and aesthetically pleasing terminology. Anyone can get AI to produce an image. It takes a deep understanding of the fundamentals of photography; and the equipment and techniques needed to capture an image in camera, in order to create the exact image that you and your client envision.
None of the images in this post were created by typing a short, simple string of words and letting the AI do its thing. No! Every single text prompt was carefully crafted describing:
• What I envisioned the final image to look like; including initial impact, composition, color palette, etc.
• What camera/lens combination and exposure settings I would use to achieve that end result.
• What I would use as the light source(s) to illuminate the image as desired.
• What special photographic techniques might be utilized to achieve special effects.
• What story does the image tell.
For an in-depth discussion of my prompting techniques for photorealistic images you can refer to the previous post entitled “The Write Stuff”. You can access it by clicking on the image below.
Get In Touch
When I first started to explore AI imaging methods my intention was simple. I was looking for a fast, economical way to add some visuals, alongside my traditional photographic creations, to my long distance motorcycle travel blog. Who knew back then (all of ten months ago) where this would take me?
In a four decade long career as a working professional photographer few things brought me as much satisfaction as sharing…being an educator and inspiration to up-and-coming artists. I’m getting those “feels” all over again these days. In the past I have spoken to photography organizations on local, state, national and international stages. There is plenty of interest in AI imaging methods. There should be…if folks want to remain successful and relevant in the image making industry. I welcome the opportunity to present educational programs at your organization’s conferences in 2024. Reach out to me. I’m right over here in my little spot in the universe.
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