Our AI Approach

OUR AI APPROACH

When it comes to AI, we believe that photographers are best placed to create the next evolution of image creation. In a medium where style, imagination, visual storytelling and production are just as relevant as ever, they can bring all of their existing skills and experience to the table.

We’ve produced over 10,000 photo-shoots and we bring this vast experience to guide you through the AI landscape, offering transparency in the creative process, a collaborative workflow, reassurance regarding copyright, and an ethical mindset. 

We’re committed to working responsibly with AI and establishing best working practice. Below is a summary of our approach, there’s also OUR LONG READ on the subject here. 

Ethical AI

This is at the cornerstone of how we work with AI: transparency, respect for intellectual property, sustainability and privacy. We believe AI creators can be artists and their work can be art, whilst simultaneously respecting all other artists.

The Human Hand

Work we produce will always be significantly human authored. A recent US Copyright Office ruling and UK copyright law, suggest that evidence of a significant  “human hand” within authored work, should allow existing principles of copyright law to apply to AI creation.

Transparency and Accountability 

We are committed to transparency in AI image generation. Our artists are able to provide a full prompt history. When we show AI-generated images we label them as such. In fact, we think we’re trailblazers in this respect  and have created our own AI-identifying marks denoting 100% AI and those that mix AI and photography. 

Respect for Intellectual Property

As longstanding advocates for photography rights, we will never generate images that plagiarise the work of others.

Privacy and Data Protection

Our AI models will not use or generate images based on private, sensitive, or personally identifiable information without explicit consent. Compliance with data protection laws and best practices will always be paramount.

Accuracy and Representation

We strive for accuracy and fairness in what we depict and are committed to preventing the creation of misleading, false, or harmful representations. 

Non-Discrimination and Inclusivity

We will work to avoid the possibility that AI is used to be discriminatory in any way and strive to improve inclusivity.

Environmental Sustainability

The use of AI to generate images typically has a much smaller environmental impact than traditional production. However, we acknowledge that it is still an energy-dependent process and we strive to make our AI workflows increasingly sustainable.

A Legal Framework

Our approach will evolve and respect the rapidly changing legal landscape.

Always Improving 

AI is in its infancy and we will closely track evolving expert viewpoints to adopt best practice in all that we do.