How AI Is Changing the Game for Professional Photographers and Videographers
As a working professional in photography and video, staying ahead of industry shifts is crucial. One of the most impactful changes happening right now is the rise of AI-powered tools and workflows. Whether you're shooting food, lifestyle, product, or portraits — or producing high-quality video content — artificial intelligence is reshaping how we work.
But AI isn't here to replace us. When used well, it can enhance our creativity, streamline our process, and offer new value to clients. Here's how:
1. Faster, Smarter Post-Production
AI is revolutionising how we edit. Tools like Adobe Firefly, Luminar, Topaz Labs, and Runway ML can automate time-consuming tasks like:
Skin retouching and blemish removal
Object removal and background cleanup
Video color grading and scene transitions
Upscaling low-res images and footage
For busy pros, this means more time for creative direction and less time grinding through post.
Pro Tip: Use AI to batch-edit large sets of images while keeping your signature style intact. It's a powerful timesaver, especially for food, lifestyle, or e-commerce work.
Caption: Behind-the-scenes editing session showing before and after retouching on a high-resolution monitor.
Alt-text: Professional photographer editing images using AI-powered retouching software on a computer screen.
2. Changing Client Expectations
With user-friendly AI tools like Canva, CapCut, and Pika Labs, clients may try to create basic content themselves. While these tools are handy, they still lack the trained eye and storytelling finesse that professionals bring.
This creates an opportunity to educate clients on the difference between templated content and custom-crafted imagery or video — especially when shooting on location or under complex lighting setups.
Your edge: Clients can’t AI their way to authentic, emotionally compelling storytelling. They still need your expertise to create content that feels real and resonates.
Caption: Photographer consulting with client on set, reviewing images together.
Alt-text: Professional photographer showing photos to client during a lifestyle shoot on location.
3. AI-Enhanced Gear & Automation
Modern gear is getting smarter. Many cameras and drones now use AI for:
Real-time subject tracking
Scene recognition
Autofocus with facial or eye detection
Automatic exposure and white balance
Drones can now lock on and follow subjects with precision, and gimbals are using AI for smoother movement tracking.
Use case: On solo shoots or small crew jobs, these tools allow you to capture dynamic content more efficiently.
Caption: Drone equipped with AI tracking technology flying over scenic landscape.
Alt-text: Aerial drone capturing footage using AI subject tracking in outdoor environment.
4. Video Production Gets a Boost
In video work, AI tools are helping at every stage of production. You can now:
Auto-caption dialogue with Descript
Generate AI voiceovers or remove filler words
Create storyboard visuals before filming
Simulate motion graphics or effects with tools like Runway
This is especially useful for short-form social videos, behind-the-scenes content, or when clients want fast turnaround without compromising quality.
Caption: Video editor using AI-powered captioning and effects on editing software.
Alt-text: Video production timeline on computer screen showing AI-assisted captions and effects.
5. Concepting and Pre-visualisation
Need to pitch a creative idea? AI can help generate:
Moodboards based on prompts
Lighting simulations for location shoots
Script drafts or shot lists for client approval
This can improve collaboration and make pre-production smoother — especially when working with remote clients or tight deadlines.
Caption: Moodboard and lighting simulation displayed on laptop screen during pre-production.
Alt-text: Photographer preparing moodboard and lighting plan using AI tools on a laptop.
6. Ethical Considerations
With AI-generated images and deepfake video on the rise, authenticity matters more than ever. Be clear about what is real and what is digitally altered.
Your trust factor: Emphasise that your work is captured through the lens — not fabricated by AI. Your ability to connect with people, direct on set, and create atmosphere is what sets you apart.
Caption: Photographer interacting with subject on set, capturing genuine moments.
Alt-text: Professional photographer directing a portrait session with authentic human connection.
Final Thoughts: Embrace the Tech, Keep the Soul
AI is a powerful tool — but that’s all it is. The creative instinct, human connection, and story-driven approach you bring to each project is irreplaceable.
As a pro, your value lies not just in technical execution, but in vision. AI can help you do more, faster — but your eye, your taste, and your experience will always be what clients come back for.
Want to see how we use AI and traditional techniques together?
Whether it's a lifestyle food shoot in a Sydney home, a branded product campaign, or a high-energy behind-the-scenes video, we’re always pushing the creative boundaries — while staying grounded in what makes imagery truly powerful.