29/06/2026
This is becoming a popular opinion…
Equestrian brands are starting to blur into one. Same polished graphics, same photos, and I don’t think people clock how much that is starting to costs a brand.
I notice it instantly now, probably the photographer in me. It’s just everywhere, every time I go on my phone. And when everything looks the same, nothing is actually landing. A brand isn’t just meant to look good, it’s meant to feel like something. A specific energy people connect to you and only you. The second AI starts shaping the visuals, that personality flattens out.
And look, I get it, a photoshoot might not be in the budget, and AI is quick and efficient. But if you’re cheaping out here, how do you expect to land quality customers?
Last year I think we were all a bit interested by AI when it first landed. Now there’s real backlash, consumers pushing back on brands leaning on it, and honestly I’m with them. As a photographer it’s hard to watch, because everything AI makes comes from something that already exists. It mimics and copies. It’s stealing ideas instead of capturing a moment and underneath it all, it’s just minimum effort.
So here’s to using real riders, real horses and real photographers 🍻 I can promise you, the results will outperform whatever AI creates for you.
