New work...new AI work that is.

New work. All AI created. No cameras used. Only AI tools and models, prompts and ideas in my head.

The past year I've been studying how to integrate AI into creative/photo production for small and large companies. This effort and execution is to learn about the capabilities of LLMs, APIs, and much more in order to stay on top of the next wave of visual content creation within marketing teams and agencies.

As a professional shooter for decades, and one who leads large photo production teams for billion-dollar brands the past ten years, I didn't push this AI narrative but it's here. Yes, capturing the unexpected shot that blows everyone's mind is hard to replace. Randomness, with weather, subject matter, or context can be a healthy bi-product of traditional photography. Whether AI figures out how to reproduce this is yet to be seen. But the potential of "If you can imagine it, you can create it." is too enticing for marketing leadership, especially at a reduced cost.

Current challenges with AI created content includes everything from producing consistent PDP assets to models/people that retain their look from prompt to prompt, asset to asset, project to project, season to season. Some options and solutions have formed through digital twins, or combining a content engineer with a creative leader to map out structure, all for asset and product consistency. 

This isn't about making fake images. More so about producing dynamic authentic-looking multi-use assets within AI visual content to help sell products - to stretch the capabilities and reduce budgets from traditional image-making processes, whether from in-studio overhead (equipment, set building, large crews with high day rates) to the unknown challenges of on-location shoots (weather or logistics).

AI is already in ads, websites, and commercials. You've seen it, whether you know it or not, whether you like it or not. It's improving and changing at lighting speed, yet still a lot to sift out. AI companies are vying for market share while techniques and strategies morph daily. 

Regardless, it's wild to create this work without a lens...or a camera body...or a car...or a crew, a real model, a real product, or a real landscape.

© Sean Arbabi | seanarbabi.com (all rights reserved worldwide)

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