Artificial intelligence is fundamentally changing the world of photography, creating new opportunities for creativity while raising questions about authenticity in visual media. What we see in photographs is not always real, as AI technology now deeply influences how images are created and modified. While many view this development with concern, it opens up significant opportunities for creative professionals to enhance old images, work more creatively, and save both time and money in the process.
Martin Dörsch, guild master of photographers in Upper Austria, states that artificial intelligence already has a strong influence on photography in the region. However, he believes the true impact will only become clearly apparent in the coming years. According to Dörsch, AI will fundamentally change the entire workflow and how photographers interact with images and pixels. He describes this transformation as a major new revolution that is societally even more significant than the transition from analog to digital photography.
The democratization effect of AI technology is particularly noteworthy, as it enables significantly more people - both professionals and creatives from various fields - to work with AI systems and create new, exciting images and texts. This accessibility is reshaping the creative landscape and expanding possibilities for visual storytelling across different industries and skill levels.
One of the most practical applications of AI in photography involves cost reduction and the creation of new creative possibilities through virtual locations. Photographers can now design photos to perfectly match desired backgrounds without the need for expensive travel or location changes. With just a single mouse click, a studio shoot can be transported to a major city or a Greek beach, eliminating the need for costly travel arrangements and location scouting.
Linz-based photographer Ines Thomsen provides a concrete example of this technology in action, describing how she conducted a fashion shoot with the Acropolis as a backdrop using an AI-generated background. Since a real photo shoot at this location would be impossible due to the large crowds of visitors, she combines studio-shot subjects with digital backgrounds. Thomsen emphasizes that the human element remains crucial in this process, noting that perspective, lighting, and the connection to the photographed person must still be precisely coordinated to achieve professional results.
The rapid development of artificial intelligence presents photographers with one primary challenge: the need for continuous education and skill development. Thomsen acknowledges this reality, stating that it was clear to her that she must engage with this technology, otherwise it would cost her job. This sentiment reflects the broader industry recognition that adapting to AI tools is not optional but essential for professional survival and growth in the evolving photography landscape.
