02/23/2026
Weāre in the middle of a blizzard in Maine.
This image was originally shot in 2017 for a commercial client. This week, I revisited it. I upscaled it to 4K and used to add snowfall to the scene.
Same lighting. Same composition. Same brand intent.
Just extended how I can use it.
I havenāt shared this much here, but for close to two decades Iāve led large-scale business transformations focused on human-centered change and strategic direction (business jargon!). My work has always been about helping organizations define where theyāre going ā and then building the systems to support that direction. Right now, itās all about AI adoption.
That lens carries over into my photography. Right now I see a lot of anxiety around AI in creative work. I understand it. Every major shift creates uncertainty.
But tools donāt determine whether someone succeeds. Direction does.
In transformation work, when thereās no clear goal, new technology just accelerates confusion. Creative careers are no different. If you donāt know what youāre building or who youāre building it for, AI wonāt save you.
But when you do have clarity? AI becomes leverage.
Iām never going to stop physically shooting. I love the human interaction. I love the collaboration on set. I love solving real lighting and composition problems in real time. Thatās irreplaceable.
At the same time, I love that I can revisit a 2017 image and create new value from an existing asset.
If youāre a commercial photographer, this is the shift worth thinking about. Not āIs AI killing photography?ā But, āHow can I use AI to increase the lifespan, flexibility, and value of the work I create?ā
How are you approaching AI in your commercial work?
HumanCenteredAI CreativeLeadership
