SUMMARY
VSCO has initiated a brand campaign to reaffirm its dedication to photographers, addressing anxieties about AI-generated imagery and the perceived decline of photography. The campaign features New York-based photographers Ivana Cajina and Jared Thomas Tappy, who used a mix of film and digital cameras. VSCO CEO Eric Wittman emphasized that human perspective is irreplaceable, a sentiment echoed by the featured photographers. Despite AI's increasing use in workflows, with 83% of photographers utilizing it, VSCO aims to spotlight the creative process and the enduring value of photography.
TAKEAWAYS
VSCO's campaign reaffirms commitment to photographers amidst AI image proliferation.
Featured photographers Ivana Cajina and Jared Thomas Tappy used film and digital cameras.
VSCO CEO states human vision and perspective cannot be generated or prompted.
83% of photographers now incorporate AI into their workflows.