by Stéphane Marquet BELLO Media Group Creative Director

As a photographer turned creative director with over 20 years of experience in the industry, I have made a conscious decision to embrace AI, much like I did when faced with new technologies throughout my life, such as the advent of the internet and Photoshop. Despite initial concerns that these advancements would ruin our lives, I have always believed that the outcome depends on how we utilize the tools given to us. Back then, many individuals, including other photographers, criticized the use of Photoshop. However, looking at the current state of affairs, it’s evident that resisting technology means distancing oneself from the progress and evolution of our world.

If we choose not to embrace technology, as visually driven artists, we might as well put down our cameras and pick up a brush to paint. But is using a brush and paint any different from utilizing AI as a tool to bring our visions to life for others to see? Technology does not erase our goals and dreams; rather, it serves as an important instrument. Unfortunately, some individuals misuse it to manipulate masses, and it is ok to draw your line somewhere, mine is TikTok for example. However, I choose to stay in my lane and not blame any particular tool or platform. Instead, I believe it is crucial for each individual to find the best way to incorporate the technology they desire into their lives, utilizing it to the best of their abilities.

If you fear that AI will take away everyone’s jobs, let me share some news with you: big corporations are already replacing and exploiting us, so the concept of job displacement is not new. Therefore, I encourage everyone to discover the optimal way to integrate the technology they wish to use, realizing that it can enhance their lives rather than replace them. Personally, I have found a balance by combining the use of AI with traditional camera photography. I genuinely enjoy this mix, as it provides a vast digital world of possibilities at my fingertips, benefiting not only myself but also those who lack access to such digital options.

I also love my AI fails, sometimes it creates some hilarious things … I actually am considering posting AI Fails once in a while just for the fun of it.

Therefore, I am committed to further exploring the potential of AI to create content that would otherwise be less accessible. By incorporating AI into my creative process, I can push the boundaries of what is achievable and offer a unique perspective to viewers. However, I also recognize the value of capturing moments through my own lens, allowing me to express my artistic vision and connect with the world around me. There is a certain joy and authenticity in taking my own photos when inspiration strikes.

For me, the key lies in finding a harmonious balance between the capabilities of AI and my personal creative expression. AI can assist in enhancing and refining my work, allowing me to experiment with different styles and techniques. It opens up avenues for innovation and enables me to share my vision with a wider audience. At the same time, I cherish the tactile experience of capturing images through traditional photography, the anticipation of the perfect shot, and the craftsmanship involved. It is an exciting time and journey of exploration, innovation, and self-expression.