{"id":460691,"date":"2026-02-05T19:31:09","date_gmt":"2026-02-05T19:31:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/460691\/"},"modified":"2026-02-05T19:31:09","modified_gmt":"2026-02-05T19:31:09","slug":"profoto-embraces-ai-and-generates-outrage-among-photographers","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/460691\/","title":{"rendered":"Profoto Embraces AI and Generates Outrage Among Photographers"},"content":{"rendered":"

\"White<\/p>\n

Lighting company Profoto is the latest to throw photographers under the proverbial bus in an attempt to milk AI for all its worth. The company has drawn ire on social media for what many consider a series of tone-deaf posts and comments. <\/p>\n

As an increasing number of professional photographers feel directly threatened by AI technology, including in the commercial, product, and fashion spaces, the industry is understandably on edge. This is why when companies that have long served creative professionals say things like \u201cSkip the photoshoot<\/a>\u201d or launch AI headshot generators<\/a>, photographers\u2019 hackles are raised. <\/p>\n

Apparently, even real, actual lighting isn\u2019t safe from AI, either. <\/p>\n

\u201cOnly those who understand light can make AI-generated images feel real,\u201d Profoto wrote on a now-edited Instagram post. \u201cFor photographer @ines.thomsen lighting direction, contrast, and intent define how AI interprets and extends an image. When the light is intentional, results feel believable. When it isn\u2019t, the illusion breaks.\u201d <\/p>\n

\"AAn older post Profoto made on social media <\/p>\n

Following the entirely predictable outcry from Profoto\u2019s customers, who are primarily real, actual, professional photographers, the lighting company backpedaled<\/a> but not very gracefully or fully. <\/p>\n

\u201cUPDATE: At least we got your attention around a AI \ud83d\ude09 Our communication skills failed this time \u2014 thank you for calling it out, holding us accountable and being part of the conversation!,\u201d Profoto wrote an updated post on Instagram. <\/p>\n

\u201cWe take your craft very seriously. If you have seen the video and the conversation we have been driving the last year, you know that this is not abut replacing photography and image creation.<\/p>\n

\u201cThis is about staying current to the technology shifts, and AI is part of everyone\u2019s reality these days. We firmly believe that lighting, the people, and the studios behind it are the indispensable heart in all image creation. When you mix your lighting skills with AI generated backgrounds, this is one output of your creative power as an artist. We are not telling you to replace anything, or that photography is dead, its merely another tool in your creative toolbox.\u201d <\/p>\n

\"AThe updated post <\/p>\n

However, the damage has been done. <\/p>\n

Photographers Speak Out <\/p>\n

\u201cWhat the f*** are you guys thinking?\u201d asked photographer Giulio Sciorio, edited by PetaPixel for language. \u201cY\u2019all just decided that you hate photography?\u201d <\/p>\n

\u201cPhoto industry is at the verge of collapsing because of AI and you decided to promote AI. You are aware that when photographers are gone you are gone too?\u201d Polish photography studio Studio Tulum replied. <\/p>\n

\u201cYou guys are REALLY missing the mark here,\u201d adds photographer Bryan Esler. \u201cAs a former Profoto customer\u2026 I\u2019m pretty glad I left for greener pastures now.\u201d <\/p>\n

\u201cYou are helping create a world where both lighting and people are dispensable,\u201d says photographer Grahm Doughty. <\/p>\n

\u201cI had planned to use my tax refund to buy a D30. I\u2019m going to have to think that. Photo equipment brands need to support photographers now more than ever. Just like we supported and invested in you,\u201d remarks photographer Rachel Korinek of Two Loves Studio in Toronto. <\/p>\n

\u201cCan\u2019t believe that I\u2019ve invested in @profoto equipment for 15 years. This is such a betrayal to the photographers who supported you,\u201d photographer and director Chelsea Kyle comments. <\/p>\n

Those are just a sampling of the dozens of comments from disgruntled photographers who feel betrayed by Profoto. <\/p>\n

Damage Control <\/p>\n

In an attempt to limit the damage, Profoto added a comment yesterday on Instagram from the photographer Ines Thomsen. <\/p>\n

\u201cThis production starts with a real photographer, real light, and a real studio.<\/p>\n

\u201cAI isn\u2019t replacing those things. It\u2019s explored here as an additional creative layer, especially for situations where budgets or logistics wouldn\u2019t make certain productions possible otherwise. The foundation is still photography and lighting \u2014 that doesn\u2019t change. <\/p>\n

\u201cWhat makes this possible is our knowledge as photographers. Without real lighting skill, intent, and craft, the results fall apart. AI doesn\u2019t create the vision \u2014 it follows it.<\/p>\n

\u201cWe explain this more fully in the video and discussion on YouTube<\/a>.\u201d <\/p>\n<\/p>\n

Tacky Responses on Threads <\/p>\n

Meanwhile, over on Threads, where Profoto\u2019s original AI-loving post found its way into the large Photographers of Threads group, Profoto has taken a slightly different, more hands-on approach. <\/p>\n

The lighting company\u2019s Threads account keeps replying to people\u2019s comments with pithy quips and assurances. <\/p>\n

\u201cReal photographers, real light, real tools. AI doesn\u2019t replace that.\u201d <\/p>\n

\u201cTotally hear you. This is about real photographers, real light, and real tools. That hasn\u2019t changed.\u201d <\/p>\n

\u201cWe hear you. Real photographers, real light, real tools. Workflows may shift, but craft and the tools behind it don\u2019t disappear.\u201d <\/p>\n

\u201cLighting and the people behind it are still the foundation.\u201d <\/p>\n

\u201cSorry to hear. We\u2019re still here for real photographers, real lighting, and the craft behind it.\u201d <\/p>\n

In one response to a Threads commenter who just wrote, \u201c*fart noise,\u201d Profoto replied, \u201cBetter to let it out than hold it in.\u201d <\/p>\n

No Laughing Matter <\/p>\n

Photographers aren\u2019t laughing. There is nothing humorous or light-hearted about an industry under attack, where many feel they face an existential threat to their livelihood. <\/p>\n

Of course, many professional photographers utilize various AI tools in their workflows. But many photographers, including those who utilize AI to varying degrees, can still find it frustrating when companies that are supposed to empower them instead undermine them. <\/p>\n

Profoto\u2019s response to the anger it generated has been nearly as bad as the original post that set everything into motion. It\u2019s one thing to make a bad post or misunderstand how an audience would receive it. It\u2019s another thing altogether to essentially double down while blaming much of the anger on miscommunication. <\/p>\n

\u201cOur communication missed the mark here,\u201d Profoto says in another response to yet another upset photographer. <\/p>\n

No, it\u2019s not really the communication that missed the mark. It\u2019s the core sentiment about AI that people find disturbing. Instead of using its marketing budget and time to elevate and celebrate wholly human photography and creativity, Profoto opted to jump onto the AI bandwagon, and artists find that disheartening. Why wouldn\u2019t they? <\/p>\n

Image credits: Profoto <\/p>\n