11.09.2023|
Do we still need photo shoots or is artificial intelligence taking over?
With the advent of generative AI in everyday creative life, a completely new category of visual material is available. But what does that mean for corporate communications? And what’s the raison d’être of the original sources of photos, in other words professional photographers, stock agencies or your own smartphone? Here’s a survey of the field.
Last year I wrote in a View piece that images are a key component of corporate communications. I also wrote about the authenticity of images and the extent to which Photoshop and other editing technologies influence them. Back then I wouldn’t thought for a second that within a few months, with generative artificial intelligence, a completely new type of image would be available. In fact I wouldn’t even have to write these lines myself any more. But rest assured that I still like to bang the keys myself.
The best image fits the story being told
Given the new possibilities, the question of what images you should use arises even more? Is it still even worth hiring photographers? Should I take the photos myself with my smartphone? Or should I hand the job over to artificial intelligence completely? These questions are justified, but there can only be one, admittedly extremely boring, answer: It all depends…
The real question that companies have to ask themselves is what story should be told with the image. There are pros and cons to the different types of images depending on the main message. If you want to go directly to the overview table, scroll all the way down.
1. The classic approach: commissioning a professional photographer
Photos from a professional shoot provide a tailor-made visual representation that’s precisely aligned with the needs and values of the company. Not only this, but a good photographer can use their experience and creativity to visually portray the desired message and ensure a consistent aesthetic. This approach usually yields the highest quality. The biggest downside is the cost. An individual assignment can quickly cost several thousand francs, depending on the number of people and the equipment required.
2. The low-cost option: stock material
Stock images are a good option when it has to be quick but you still want professional photos. On the platforms there are hundreds of thousands of pictures taken by photographers in all kinds of situations. The disadvantages are obvious: The images have been created for a wide audience and therefore never fit your situation precisely. They may also be used by other companies. And when it comes to pictures of people, it’s often easy to see that they’re stock images.
3. The simple option: the smartphone photo
Everyone has a smartphone in their pocket or bag, so why not take a photo yourself? Self-made pictures can convey spontaneity and personality. Especially on social media, images of this sort are often appreciated for their natural and informal look. They’re more authentic and can get across a sense of closeness, for example, in reports on company events. However, you have to pay special attention to the quality, both technically (no zoom, sufficient light, etc.) and in the composition of the picture. Ill-considered and possibly blurred snapshots quickly look unprofessional.
4. The modern option: AI-generated images
The tools for generating artificial images from scratch are becoming more and more powerful. With Midjourney and DALL-E from ChatGPT parent OpenAI you can use text commands to have your own image custom-made. If you give them clear and detailed commands, they do a very good job of imitating professional images. And now it’s not just text-to-image that works; you can also use your own images as commands to expand them or integrate them into the desired image. Even so, you should only use AI images very consciously and declare them accordingly. Because such images are anything but authentic and can elicit mixed reactions from your audience. It makes particular sense to use AI when you want to show abstract or artistic content. After all, with AI there are no limits to the imagination. When it comes to creating illustrative images or images that don’t depend on specific details, it does a good job, and above all it doesn’t require much effort. However, for images where a high level of detail and quality is required, you should proceed with caution.
Watch out for bias
As in many areas, there’s also a risk of bias in the use of visual material. In photo shoots, whether professional or with a smartphone, you can consciously counteract this. How do you portray superiors? In what situations do you show women and men? Which role models are in the foreground?
It’s more difficult with artificial intelligence. The images generated are based on training data that are not publicly known. So it’s quite possible that the AI was trained with data displaying little diversity. However, since the AI ultimately produces what you enter, you can also actively prevent the bias.
It’s a problem that should also be taken into account in the case of stock images, especially when you’re doing your research, otherwise you run the risk of using only stereotypical images. In certain categories such as science or technology, for example, women are seriously underrepresented. For this reason, the Ringier initiative Equal Voice has also launched an EqualPYXX photo challenge. Photographers can submit professional pictures that break with traditional role models. The winners will receive a contract with the Keystone-SDA agency.
Conclusion on image selection
The advantages and disadvantages of the different types of images can be summarised as follows:
Overview | Advantage | Disadvantage |
Professional shoot | · High-quality and customised portrayal · Authentic and original | · Cost intensive · Planning and production time-consuming |
Stock images | · Low-cost and time saving · Large selection of professional shoots | · Lack uniqueness · May not match your brand |
Smartphone | · Spontaneity and personality · Lower cost than professional shoots | · Variable image quality · Photographic skill required |
Artificial intelligences | · Can be adapted to your needs · Innovative and modern | · Lack authenticity · Possible ethical concerns around AI |
Author
Livio Fürer likes to take pictures and enjoys discovering new technologies. Even so, he wouldn’t think of limiting himself to creating artificial images.