What is digital photography future because of Ai?

Three different women portraits from Portrait photography with Vilija Skubute Photography

It’s becoming increasingly evident that the livelihood of digital photography creators will face serious challenges in the near future with the rapid rise of AI.

That “future” we’ve been talking about for years is no longer distant—it’s arriving now. Conversations across the creative industry are growing louder, questioning who will be most at risk of losing their roles and who will manage to adapt and survive.

When we take a closer look at the entire field of photography, the most vulnerable sector appears to be commercial and advertising work. AI-generated imagery is already capable of producing polished, hyper-realistic visuals at a fraction of the cost and time it takes to organise a full production. This shift threatens not just photographers in areas like e-commerce, real estate, food, and fashion photography, but also the network of professionals who support those shoots. Makeup artists, hair stylists, wardrobe stylists, models, retouchers, and even location scouts may all feel the ripple effect as brands begin to rely more heavily on AI-created visuals instead of traditional photoshoots.

People have long accepted that advertising doesn’t necessarily reflect reality. In many ways, it’s a crafted illusion—designed to inspire, persuade, and sell a dream rather than show the truth. Because of this, the public will likely have little resistance to AI-generated images being used in advertising campaigns. Just as we easily embrace movies that are filmed almost entirely in front of green screens—where entire worlds, emotions, and even characters are built in post-production—we will soon accept AI-generated visuals as part of the norm.

The line between what is “real” and what is “created” has already become blurred. Many global brands, from Zara and H&M to Nike and Shein, are already experimenting with or actively using AI-generated models, clothing renders, and campaign imagery. The reasons are clear: AI offers speed, control, and cost efficiency. It allows brands to produce limitless variations of looks, body types, and backgrounds—without the need for physical photoshoots, travel logistics, or creative teams.

So the real question becomes — who will, and who should, survive in this new era of AI-driven imagery?

If there is any branch of photography that must remain alive — and, in fact, grow stronger — it is photojournalism. Humanity needs witnesses. We need people who stand in the midst of events, who see with their own eyes and tell stories that are grounded in truth. When we lose that human perspective, we risk something far greater than just jobs — we risk our collective sense of what is real.

If society begins to accept a version of reality painted entirely by AI, we enter dangerous territory. AI can easily fabricate “truths,” reshaping history, emotion, and memory to fit whatever narrative someone desires. Once that happens, reality itself becomes fluid, subjective, and deeply unreliable. That’s not just a creative challenge — it’s an ethical one. Don't get me wrong, humans are not saint, we do lie in order to get power, but at least there is a human accountability, but where will you start accountability with AI? It will be like going and getting who did it from a warm hole.

Three different women portraits with vilija skubute photography session

And then there’s the world of wedding and all portrait photography genres from fine art portraits and newborn portraits to family and group portraits and everything in between - where authenticity, emotion, and personal experience are the very essence of what we create. I cannot imagine anyone truly cherishing images that were never lived. What is the meaning of a wedding photograph if it wasn’t captured in the moment of love, laughter, and tears? What is the purpose of a portrait if it doesn’t hold the memory of the experience — the laughter, the vulnerability, the connection?

AI may be able to generate perfection — flawless faces, idealized poses, and curated aesthetics — but it cannot capture truth. It cannot feel the nervous excitement before a first dance, the gentle squeeze of hands during a quiet moment, or the unrepeatable spark of a genuine smile. Photography, in its most profound sense, is about being there — about holding a mirror to life as it is, imperfect, messy, and beautiful. That is something no algorithm can ever replace.

Headshot photography is one of the areas that gives me pause, because I can already see how many people, in an effort to save money, may turn to AI-generated images instead of hiring a professional photographer. On the surface, AI can create a polished, visually appealing image—but it is ultimately a fabrication. A headshot is more than a face on a screen; it is a representation of a real person offering real skills, services, or expertise. Even when enhanced with Photoshop, a professional headshot still reflects a living, breathing individual with personality, presence, and authenticity.

The real question, then, shifts to the ethical and practical: would people feel comfortable hiring or trusting someone whose image is entirely AI-generated? Can a fabricated likeness convey credibility, trust, or the subtle nuances that a real person brings to their work? In a world increasingly reliant on digital impressions, the risk is that AI could blur the line between authenticity and illusion, leaving both service providers and clients in a space of uncertainty.

Six different people headshots by Vilija Skubite Photography

I’ve only spoken about one industry — photography — yet even this single example reveals how profoundly AI will reshape not only creative fields but the very fabric of work itself. What we are witnessing is not just a technological shift; it is an economic and cultural transformation that will ripple through every corner of society.

AI will move through all industries — medicine, law, construction, design, education, transport, etc. — touching everything that involves data, decision-making, or creation. Doctors may one day rely on AI diagnostics more than their own experience. Lawyers might see automated systems drafting cases with near-perfect precision. Builders could use AI to design structures and coordinate entire projects without human supervision. Designers, architects, even musicians — all will find themselves collaborating with, or competing against, a system that never tires, never sleeps, and learns faster than we can imagine.

Whether this future will be good or bad remains uncertain. BUT the speed of this transformation is unlike anything we’ve seen before. Whole professions may vanish or be redefined beyond recognition, and no one can truly predict what the new job economy will look like. For some, AI will open extraordinary possibilities — new tools, new freedoms, and a redefinition of creativity. For others, it will mean displacement, instability, and the need to completely reinvent themselves. One thing is undeniable: many people, especially younger generations, will need to rethink what it means to build a career, to create value, and to earn a living.