Analogue v.s AI: ditch the shiny sh*t, shoot film.
In the year of 2026, it’s virtually impossible to sit down for a quick doom-scroll without being bombarded by obnoxiously shiny AI generated content.
I get it, running a business can be tough; you’re wearing so many damn hats, and if AI can take one (or seven) of those off your head, you’d be grateful! Right?
But what is the cost of utilising artificial intelligence in your content creation? Is it harming your brand more than you realise? Do your clients even notice a difference? Or is it just an easy way to get the job done? Well…
In a 2024 survey across 17 different markets, 51% of consumers said they were uncomfortable with brands using AI to create a virtual spokesperson, 48% disliked with AI-edited product images, and 47% with AI-generated product pictures.
Discomfort rises the more human-facing the AI use gets.
part 1: the problem
As a photographer, I’m often asked, “Are you not scared that AI will take your job?” - short answer, nope.
You’ve got a problem that you want fixed. You’ve been sat in the queue of your insurance company for over an hour and the answer on the phone is a robot… what is your immediate reaction? If you’re anything like me, it’s generally something along the lines of “UGH - just give me a real-human!”
Why is that? Because we are human. We are hard wired to connect with one another, especially when we’re seeking help, support or guidance. This is exactly why AI headshots SUCK.
You solve a problem for your client, no matter what business you’re in. So, give them the human connection.
Now I am not here to shame or upset anyone. If you currently have an AI generated headshot, content or graphics, I totally get it - I hate having my photo taken too, and even more so filming a video for socials! Alongside that, tt’s quick and easy in a world of overwhelm, especially when you’re not necessarily skilled in those areas of business. But rather, I am here to give you a hearty (and loving) dose of reality and education as someone who works in the creative field and has years of marketing experience for leading international apps and associations.
Here’s the magic… Your client doesn’t want to be catfished by robots. Real human faces = real human connection. That’s how trust is built between a client and a business.
part 2: An analogue revival
Vinyl became cool (and expensive) again, flares are flapping… lord, even mullets came back! As modernity forces its way into society, there comes a time where audiences crave something familiar. In marketing, film photography is exactly that.
Brands are leaning into the grainy, glowy imperfections of images that take us back to the care-free days of long-summers and Choc Ices. Okay, perhaps that’s a stretch far, but you get my drift.
Interrupting the typical digital saturation, big-brands like Gucci and Squarespace have commissioned campaigns shot on 35mm film. Marketing Brew stated that this approach gave the campaigns "emotional weight”, engaging the end-consumer on a deeper level.
Creating imagery on a film-format, whether that be 35mm (photo) or 8mm (video) is not only beautiful, but it distinctly works in the brand space for three main reasons:
The imperfections signal honesty: Grain and slight flaws now read as "unedited" in a way that flawless digital images can't anymore.
Quality-by-association: Audiences subconsciously link certain formats and settings with premium, trustworthy production; film taps that same instinct.
The exact opposite of what's breeding suspicion right now: Distrust rises fastest with anything that feels machine-made. Film sits at the opposite extreme: it's a tangible chemical process, not a robotic one, and that physical reality is exactly what can't be faked.
Analogue formats beautiful by nature; void of digital fakery, audiences seek something that feels real, familiar and authentic.
part 3: a Simple Solution for Brands
Right now every single brand seems to be leveraging for AI to fill their feed, and honestly? Audiences aren’t always too thrilled about it. If you have found yourself reaching for ChatGPT to quickly whip something up to save you a job, you’d not be alone.
From an ex-marketers perspective, if you’re finding yourself struggling to keep up with marketing your business, I would recommend that you do these five things:
Go back to your brand values
Get to know your who/what/when/where/why
Simplify your marketing strategy… then simplify it again
Invest in quality images (digital or analogue) that tell the story of you and your brand that you can use across a multitude of campaigns and platforms
Be real online and embrace the reality of the journey
The brands who slow down and market something real, right now, get to stand out simply by being honest. I’m a huge advocate for film in your marketing, not because it is trendy (though it definitely is), but because it's proof. Proof that a real person was there, that real time was spent, that what you're looking at actually happened.
Ignore this, and you risk blending into the same ‘icky AI-polished noise everyone else is putting out - the stuff people are already scrolling past without a second thought. Lean into it, and you get to be the brand that feels like it was made by humans, for humans.
reach out for support
If you are a brand or small business who’s feeling stressed out, bogged down or uninspired, reach out and we can chat candidly about some potential (and achievable) next steps for you to take.
Oh, and if you’re interested in 35mm as a format, please check out my analogue portfolio.