Technology is Nothing: CGI and AI in Brand Photography
“Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them.”
Some wise words and particularly apt given how much of our lives is controlled by IT. Barely a day goes by without a headline that celebrates or vilifies its impact. So you may find it ironic that the words above were spoken by Steve Jobs. Yes, the man it could be argued had the greatest influence on our current relationship with ‘tech’.
I think he was absolutely right and that’s part of our evolution here at BartonHillBunch. Creating anything always starts with a vision, a dream. As I’m sure we’ll all agree, the human mind is capable of incredible things, how often have you woken up and thought, ‘what a crazy dream that was, where did that come from?
With Mr Jobs’ words in mind, lets assess how photography is evolving. Innovative technology shifts the boundaries of what’s possible, while changing tastes redefine how brands connect with their audiences. At BartonHillBunch, I like to think that we sit at the intersection of creativity and innovation, balancing traditional techniques with emerging tools like AI and CGI to craft visuals that tell compelling stories.
Looking ahead through 2025, I see a fascinating mix of high-tech advancements and perhaps even a return to raw, human storytelling. Here’s what’s shaping the world of photography right now.
AI as a Creative Tool, Not a Replacement
AI is no longer just a time-saver in post-production—it’s a creative collaborator. Tools that enhance rather than simply replace are becoming more powerful by the day. But while AI-generated images are improving, they still lack the human instinct that makes a great image resonate emotionally. For us, AI is another tool in the kit—useful for refining ideas, making workflows more efficient, and pushing creative boundaries. The key is knowing when to use it and when to trust instinct, experience, and a camera.
CGI and the Era of Limitless Creativity
CGI has reached a point where, in the right hands, it’s indistinguishable from photography. For brands, this means creative freedom—imagery that would be impossible or impractical to capture in the real world can now be built from scratch with perfect lighting, ideal conditions, and infinite revisions.
We’re seeing this more in sectors like automotive, luxury goods, and tech, where product visuals are often flawless, although I’d argue that striving for perfection rather than the achievement itself is more effective
The Beauty of Imperfection
While technology pushes photography into new frontiers, I would hope there’s an equally strong pull in the opposite direction—towards imperfection, authenticity, and raw emotion. People are craving images that feel real, unpolished, and human.
This shift is visible in fashion, lifestyle, and even commercial work, where some brands are moving away from over-produced visuals in favour of natural light, film-like textures, and candid moments. It’s a reminder that storytelling isn’t just about looking perfect—it’s about feeling true.
So let’s see how this all works out, I would like to think the group here is good and bright. I believe in them, and if you do too, they’ll create wonderful things.
To see more of how BHB uses technology to support the visual stories we tell, take a look at our In-The-Making page.