In the visual content landscape, we’ve seen this question before with every major technological shift. It wasn’t that long ago that digital proofs and digital cameras were hotly debated. Today, they’ve found their place. Traditional methods still exist, but the industry has struck a balance based on the unique strengths of each.

Whenever new technology challenges the norm, early adopters often expose its weaknesses. Resistance often follows usually driven by concerns that quality and creativity will suffer.

But others take a different approach: understanding the limitations while identifying the specific problems the technology can solve.

The real question should always be: Will this improve the customer experience?

We’ve already seen this with automated photo and video capture. As content demands increase, traditional systems come under pressure. Automation has helped serve new market segments by improving consistency, efficiency, and repeatability and without compromising quality.

And interestingly, when production becomes more efficient, creativity isn’t diminished, it’s freed up. AI should be viewed through the same lens.

It can’t replace genuine craft. It can’t replicate true creative intuition. But it can be a powerful complement when implemented with intention.

A comment from Laura Doonin on LinkedIn that captured this perfectly: “AI won’t replace X. But X using AI will.” That framing feels right. Traditional craft and automated content creation don’t need to compete they can enrich one another.

The goal isn’t to replace creativity. It’s to enhance and elevate efficiently produced content while preserving the integrity of the product and the authenticity of the captured image.

So, to AI or not to AI?

Ultimately, the answer lies in one place: Will your customers love the result?