The campaign directly pits Westlake's professional skills and artistic instincts as a photographer against one of the most widely used AI image generators currently available in the market. Using a carefully selected collection of his favorite recent photographs as reference points, AT Creative Director Andrew Tinning provided detailed briefs to Midjourney, instructing the AI system to recreate the same moments and compositions that Westlake had originally captured.
"The results spoke for themselves," Tinning explained. "Aside from the missing fingers and the occasional human body blending awkwardly into a car body, there was just no comparison. Simon's work captures the humanity, the emotion, and the unpredictability of the moment in a way AI simply can't replicate. So needless to say, there was one clear winner on the day."
The "AI vs SI EYE" campaign will be prominently showcased across Simon's various social media platforms and strategically shared with clients and industry creatives to spark meaningful conversation around the crucial role of human creativity in today's rapidly changing digital landscape. The initiative aims to highlight the irreplaceable value of human perspective in photography while acknowledging the growing presence of AI tools in creative fields.
"This isn't about dismissing AI," Westlake clarified. "It's a powerful tool and it has its place. But real photography has soul. It's about connection, timing, and seeing something that isn't immediately obvious."
Tinning emphasized the fundamental difference between human and artificial intelligence in creative work. "And that's the difference," he said. "AI can process, but only the human eye can truly see."
The campaign comes at a critical time when many creative professionals are grappling with questions about the impact of AI technology on traditional artistic practices. While AI image generators have become increasingly sophisticated and accessible to the general public, this initiative argues that human photographers bring irreplaceable elements to their work—intuition, emotional intelligence, and the ability to capture spontaneous moments that reveal deeper truths about their subjects.
Westlake, who has built a reputation as an award-winning photographer in Western Australia, represents the kind of experienced professional whose work demonstrates the value of human creativity and technical expertise. His collaboration with AT Creative on this campaign reflects a broader industry conversation about maintaining the importance of human artistry in an increasingly automated world.
The timing of the campaign is particularly significant as businesses and creative agencies continue to evaluate the role of AI tools in their workflows. By presenting a direct comparison between human and artificial intelligence in photography, the "AI vs SI EYE" initiative provides concrete evidence for the ongoing relevance of human creativity and professional expertise in visual storytelling.
Through this campaign, Westlake and AT Creative are not only defending the craft of photography but also contributing to a larger dialogue about the future of creative industries and the unique value that human artists bring to their work.
