Why the journey behind the lens matters more than AI

I have no doubt that AI can create (or could create in the near future) a similar image in just a few seconds, most likely even better. But there’s something it will never replicate: the journey behind the lens. For me, photography isn’t just about the final image; it’s about the adventure that leads to it. It’s the thrill of crafting an idea, the anticipation of scouting locations, the patience in waiting for the perfect weather, and the resilience in facing unexpected challenges. These are the moments I treasure most.

Right now, many photographers are grappling with the rise of AI, worried about the future of their craft. And that fear is valid. But let me offer a different perspective. Some companies are in the business of selling products—just stuff. But others—like iKamper, Ford Bronco, Patagonia, Prana, Merrell, and many others that thrive on the spirit of adventure—are selling an experience. They understand that authentic images, captured by humans who have lived the moment, carry a depth that no AI can imitate.

You might wonder, “If no one can tell the difference, why does it matter?” I can’t say for sure, but I believe in the power of intention, in the soul that lives in every genuine experience. When we capture images born from real adventures, we infuse them with that soul. Those images have a true spirit of adventures. Call me a romantic, but I believe that’s what makes them truly unforgettable.

This isn’t a call to abandon AI—far from it. We should embrace it, but with mindfulness. Let AI be our tool, not our replacement. Let’s use it to enhance our creativity, not erase it. Because, in the end, it’s our unique experiences that make our work irreplaceable.