Cannes spent the week rediscovering human creativity while Adobe moved to buy Topaz Labs.
That is the whole industry in one sentence: everybody wants the machine to save time, then needs a human to make the saved time mean something.
Posting every day is cute.
If the work still looks like ten different photographers fighting in one feed, the consistency is not helping.
It is just frequent confusion.
The second you reach for the words “ban,” “stop,” or “eliminate” as your policy, you're on the wrong side of history.
Shape the technology toward the goal, don't try to outlaw the future.
I have watched the best-looking frame lose because the label turned away, the crop killed the headline space, or the hero detail disappeared on mobile.
Commercial photography has two judges:
the eye and the assignment.
Ignore either one and the image is unfinished.
Before an AI image enters a moodboard, ask:
What exact decision is this reference helping us make?
If the answer is only "vibe," it is probably adding fog, not direction.
Positioning audit for photographers:
Can a client tell what you shoot?
Can they tell who it is for?
Can they see why your approach is different?
Can they find proof in ten seconds?
Can they contact you without hunting?
Miss two and marketing gets expensive.
Dear Adobe,
I’ve been a loyal fan for over 10 years.
I love Generative Fill.
I’m fine with generative credits.
I even survived the subscription price hikes.
But if you keep charging like a luxury hotel minibar, the damn tools better work.
“Unavailable” is not a feature.