A Commercial Photographer’s Take on When to Use AI (and When Not To)

Last year, a client came to me with a straightforward brief: they needed a full lookbook for their new clothing line. But there was a catch. “We don’t want a shoot,” they said. “Just take our phone photos and make them look professional with AI.” I could have said no. Instead, I said yes -- and it changed how I think about my entire career.

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