Artificial Intelligence has made its way into every industry. And photography is no exception. From editing software that can retouch an image in seconds to systems that can generate photorealistic images from a text prompt, there’s a lot of conversation (and sometimes concern) about what it means for professional photographers.
For me, as a trusted commercial photographer in Lincoln, AI isn’t something to fear. Used sensibly, it’s a brilliant tool that helps me run my business more efficiently, spend more time on what really matters, and ultimately give my clients a better experience.
How I use AI in commercial photography
AI tools are already part of my workflow in a few key ways, but always as an assistant, never as a replacement for creativity or genuine human connection.
1. ChatGPT for writing and organisation
After photo shoots, I use ChatGPT to help with the written parts of my job. Whether that’s drafting case studies for my website, or creating proposals that clearly explain how the photography will support a client’s marketing goals. It can expand my writing based on my notes and thoughts.
I’ve recently started using After Shoot to help speed up my processing of images.
It’s a huge timesaver, allowing me to communicate more effectively and keep projects moving quickly. For example, when I’ve finished a large commercial project, I’ll often use ChatGPT to help summarise what we achieved, which forms the basis of a blog post or social media caption. The words always get refined into my own tone and style, but it gives me a great starting point and keeps content creation efficient.
2. Descript for video and testimonials
For client testimonial projects, I can use Descript to edit videos and transcripts quickly. It makes it easy to trim clips, generate subtitles, and pick out the most natural moments in a client’s interview.
It’s not replacing video editing skills, but it means I can focus more on storytelling and less on the technical, time-consuming parts of post-production. The end result is the same as my approach to photography: real people, genuine words, and authentic emotion.
3. AI tools after a shoot
In the post-processing stage, AI has become a subtle but powerful helper. Lightroom and Photoshop now use AI-powered adjustments to fix exposure, remove distractions, and even select subjects automatically, tasks that used to take hours by hand.
These updates don’t change the essence of my work. I still control the creative direction, colour grading, and overall feel of each image. What AI gives me is extra time to focus on consistency, quality, and delivering the final images faster.
Sensible use helps us work more efficiently
AI is best used as a tool to improve efficiency — not as a replacement for creativity, judgement, or connection. Running a photography business involves a lot more than pressing a shutter: planning shoots, liaising with clients, editing, writing, file management, and marketing all take time.
By using AI in small, thoughtful ways, I can spend less time on admin and more time doing the parts I love: meeting clients, understanding their goals, and creating photography that helps them market their business effectively.
Efficiency also benefits clients. It means faster turnaround times, clearer communication, and photography that’s planned around what really matters — the story, the people, and the purpose behind every image.
I’m not worried about AI taking work from me
There’s been a lot of noise in the creative industry about AI replacing human photographers, writers, or designers. Personally, I’m not worried.
AI-generated images have their place, for example, for concept testing or simple visuals, but they can’t replace the authenticity, emotion, and trust that real photography brings. In my experience, the businesses choosing to generate AI imagery are often the same ones that wouldn’t see the value in commissioning high-quality commercial photography anyway.
My clients come to me because they want images that genuinely represent their people, their environment, and the quality of what they do. That’s not something AI can replicate.
Real people matter more than ever
We live in an era where audiences are increasingly sceptical about what they see online. AI makes it easier than ever to create something that looks real but isn’t. That’s exactly why authentic photography has become even more valuable.
Marketing is about trust. And people trust people. Whether it’s a set of colleague profile pictures, a behind-the-scenes look at a construction site, or an image library for your next campaign, using real photography shows your business as genuine, professional, and approachable.
Your clients and customers want to see your team, your workspace, and your culture. Not a computer’s interpretation of what that might look like.
That’s where human connection becomes irreplaceable. The way someone relaxes into a smile, the energy of a team at work, the natural light that catches a moment just right, these details only happen in real life.
As a recommended commercial photographer in Lincoln, I see that emotional connection every day on shoots. Whether I’m photographing a council team for their annual report, a local manufacturer at work, or a new set of business portraits for a professional services firm, the best results always come from genuine interaction and trust.
AI as part of a modern, creative business
AI isn’t something to ignore or resist. It’s something to understand and use wisely. For photographers, that means finding the balance between efficiency and authenticity.
Used well, it can help small creative businesses compete with larger organisations by improving productivity and streamlining workflows. But it should never replace creativity, emotion, or storytelling, the elements that make photography so powerful in marketing.
That’s exactly why my approach has always been to work in partnership with clients, not for them. I take time to understand what each business wants to communicate, who their audience is, and how photography can help them achieve their objectives. AI doesn’t change that approach; it just gives me more time to focus on it.
The future of photography and AI
Looking ahead, I think we’ll continue to see AI evolve within the industry, smarter editing tools, better asset management, maybe even automated image delivery systems for large events. I’m already exploring facial recognition systems that allow guests at corporate events to access their own photos instantly, which could be a game-changer for speed and convenience.
But no matter how advanced the technology becomes, photography will still come down to human creativity, collaboration, and trust. The power of great photography lies in how it makes people feel, and that will always require a person behind the camera who understands light, timing, and emotion.
In summary
AI is an incredible tool when used thoughtfully. In my business, it supports efficiency, helps deliver faster results, and frees up more time to focus on creativity and client relationships.
It won’t take over the role of a professional photographer, because what clients really value is authenticity, the ability to see and connect with real people in real situations.
So while the technology continues to evolve, the message remains the same: if you want your marketing to build trust and show the true personality of your business, nothing beats real photography created by someone who understands your goals.
If you’re looking for a trusted commercial photographer in Lincoln who combines creative skill with modern tools to deliver high-quality, authentic imagery, get in touch. Whether it’s colleague profile pictures, marketing photography, or drone photography, I’d be happy to help you show your business at its best.