The AI Discussion

THE AI DISCUSSION

AI & Photography

We understand you might be curious as to why a photography agency is showcasing AI. Well, the world is evolving, and so are we. 

Since the 1980s, we've navigated the shift from film to digital photography and witnessed the rise of CGI. New technologies inevitably reshape the landscape, and we're committed to staying ahead of the curve.

Think back to the advent of CGI. We were perhaps the first agency to represent CG artists, recognizing their work as a legitimate art form. CGI now occupies a distinct space in the industry, ideal for certain projects but not all. The most forward-thinking photographers embraced it, just as they did digital retouching, and we immersed ourselves in the world of CGI to provide our clients with the best possible solutions, often blending it with photography for optimal results.

Now, AI is the latest disruptor. It's a dynamic and evolving field, and we're all still learning. However, one thing is certain: AI is here to stay. We aim to play a role in shaping its impact on our industry, which means engaging in the conversation and using it ethically, transparently, and responsibly.

Clients are naturally intrigued by AI. Some may be tempted to use it as a shortcut, generating generic images. However, technical proficiency doesn't automatically equate to artistry. We've always championed high-quality creative work, and as far as we’re concerned, creation without human vision doesn’t cut it.  Now AI is a part of Photoshop and Adobe's view is that "creativity is a uniquely human trait — and that generative AI has the power to assist and amplify human ingenuity."

The real magic happens when talented photographers incorporate AI into their work. Photographers with established styles and unique perspectives can leverage AI to create breathtaking new images, often drawing inspiration from their existing portfolio or seamlessly integrating photography with AI-generated elements and other digital retouching tools. This is where we’re excited to present Alys Thomas, an AI artist who exemplifies the very best of this burgeoning field both in terms of her output and approach. 

Our Photographers' Approach

Alys is a superb photographer who primarily shoots on analogue film and her images created with AI are truly exceptional. She uses AI to craft deeply personal, visual narratives, blending her signature aesthetic with fantastical, parallel worlds. Her work involves  the entire artistic journey, from initial concept to final piece, all filtered through her distinctive lens. 

Alys brings her photographic expertise to the realm of AI – her understanding of styling, lighting, composition, and wry observation. Just as she would scout locations and cast models for a traditional photoshoot, she applies the same discerning decision-making to her AI work. Her creative process is deliberate and thoughtful and far removed from a simple button-pushing exercise.  

Having worked with prominent brands like Google and Hermes, Alys has developed a workflow that is both art director and client-friendly, allowing for extensive refinement and a truly collaborative outcome, where all involved share and shape the creative journey.

Alys's extensive archive of her own photographs enables her to train the AI on her existing work. This ensures that her photographic style permeates her AI creations and helps address ethical concerns surrounding plagiarism.  

Sometimes, she shoots specific photographic elements to seamlessly integrate with the AI-generated imagery. She layers her own colour grades and detailed retouching to create images that have a palpable sense of her  human touch, making her creations uniquely her own. 

Our other photographers are rapidly becoming fully versed in AI creation. Gary Salter, for instance, is blending models shot on location or in the studio with AI backgrounds, with a strong sense of his photographic style. We'll be looking forward to showing more work from our wider stable.

Ethical and Responsible

We believe it's crucial to establish best practices for AI use, especially whilst it is in its infancy. Transparency regarding when and where AI is employed is essential, as is using it ethically and responsibly. For example, we can share prompt logs to provide reassurance that other artists' work haven't been referenced. The summarised tenets of our ethical AI approach.

Also, in  the spirit of establishing best industry practice, you’ll see that wherever we show AI work on this website, we have applied a visible mark to denote images that are 100% AI and another to show where photography and AI have been used in conjunction. As far as we know, we are industry trailblazers in this respect.

Looking Ahead

As AI technology advances, we anticipate it becoming just another tool in the creative arsenal of image makers, much like Photoshop and CGI. It will be ideal for certain applications but not universally applicable. Traditional photography will always remain in demand as brands require authenticity, and public trust will depend on images rooted in reality. At the same time, we will always want  image creators to ignite our imaginations and move our souls, and in this respect, AI is a game-changing new tool.