02/23/2026
We’re 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 haven’t shared this much here, but for close to two decades I’ve 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 they’re going — and then building the systems to support that direction. Right now, it’s 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 don’t determine whether someone succeeds. Direction does.
In transformation work, when there’s no clear goal, new technology just accelerates confusion. Creative careers are no different. If you don’t know what you’re building or who you’re building it for, AI won’t save you.
But when you do have clarity? AI becomes leverage.
I’m 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. That’s irreplaceable.
At the same time, I love that I can revisit a 2017 image and create new value from an existing asset.
If you’re a commercial photographer, this is the shift worth thinking about. Not “Is AI killing photography?” But, “How can I use AI to increase the lifespan, flexibility, and value of the work I create?”
How are you approaching AI in your commercial work?
HumanCenteredAI CreativeLeadership
