People often tell me: “AI is obvious.” I don’t agree. We’re blaming the wrong culprit.
What shows up in an image generated without direction isn’t the machine. It’s the absence of a point of view. Default framing, default lighting, default idea — exactly what already betrayed a shoot without a photographer, a botched brief, a fallback idea sent on a Friday evening. AI doesn’t invent this flaw in taste. It reveals it, faster, to everyone.
Give the same machine a real gaze — a carefully chosen light and an explicit intention — and no one will ever know how the image was made. And no one will care. The client doesn’t buy a process; they buy a result that moves them.
My stance: what betrays the use of AI is never AI itself. It’s the creative who had nothing to say. The machine doesn’t make mistakes of taste — it reveals those who don’t have any.
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