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A Commercial Photographerโ€™s Take on When to Use AI (and When Not To)

On the left, a woman in a flowing white dress sits on a small rock in calm water. On the right, a woman in a silky cream camisole and beige pants stands indoors near a round mirror, looking to the side.

Last year, a client came to me with a straightforward brief: they needed a full lookbook for their new clothing line. But there was a catch. โ€œWe donโ€™t want a shoot,โ€ they said. โ€œJust take our phone photos and make them look professional with AI.โ€ I could have said no. Instead, I said yes -- and it changed how I think about my entire career.

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