The Bright Side
I’m not completely averse to AI. In fact, as a business owner and photographer, there are various AI tools that I make regular use of. From speeding up my workflow to being a logic-driven sounding board, AI has helped me to achieve more, and help more clients.
For example, there are editing tasks that I can do the long way round, but why wouldn’t I do it with the click of an already-present-button in my editing software? And ChatGPT is brilliant at taking my long form ramblings and distilling them into short form messages – extracting the core of what I’m really trying to say.
So yes, I can absolutely see its place, especially for busy small business owners and founders.
In The News
The BBC recently published an article detailed how H&M is planning to use AI to create digital clones of 30 models, creating social media and marketing materials with the models’ permission. Understandably, this announcement has sparked criticism from industry professionals.
The article specifically notes the impact on models, photographers and make-up artists involved in fashion shoots.
The Wider Impact
As a photographer, and as someone who works B2B with other small businesses, freelancers and agencies, this article worries me.
Using AI models doesn’t just directly affect the models, photographers and makeup artists as identified by the BBC (although this would be bad enough).
Firstly, there are the people directly involved in fashion shoots – the aforementioned photographers, models and makeup artists, plus stylists, lighting crew, modelling agencies, talent scouts and studio owners who hire out there spaces.
Then there are the myriad of other small businesses, freelancers and agencies that THOSE small businesses, freelancers and agencies work with, such as editors, VAs, book keepers, accountants, copywriters, web designers, graphic designers, business coaches, cleaners, dog walkers, childcare providers. Basically, the business owners’ support networks.
The Social Issue
Business considerations aside, it’s also very much worth considering the social impact.
Consumers aren’t getting an accurate representation of real people wearing real clothes. (Although admittedly this could already be argued to be a problem given heavy editing already used within the industry, this does go one – very large – step further). In turn this fuels the already extremely problematic issue of impossible beauty standards that young people are being subjected to.
The point is that although for the most part I’m excited to see the opportunities AI presents, it feels like a line has been crossed, and has the potential for far reaching consequences.
What are your thoughts?
Hi, I’m Adele, founder of SuperFunkyPenguin Photo & Video – a business and brand photographer and videographer, here to help you tell your story. So, if you want real story-telling images to capture your genuine, real-life business story, let’s chat!