Using AI for a brand photoshoot vs booking a branding photographer (what’s actually worth it?)

14 Jan

If you’ve spent five minutes on Instagram lately, you’ve probably seen it: perfectly lit “headshots” that look like they were taken in a luxury studio… but the person was actually in their dressing gown, eating a Tesco meal deal, and the whole thing was made by AI.

So the big question: should you use AI for your brand photos or book a branding photographer?
Let’s break it down in a way that’s helpful (and doesn’t make you want to throw your phone at the nearest wall).

What people mean when they say “AI brand photos”

There are usually three different things hiding under that phrase:

AI-generated images (you type a prompt, it creates a person/scene… sometimes “you-ish”, sometimes absolutely not you)
AI-enhanced real photos (retouching, background cleanup, lighting tweaks, object removal)
AI tools for planning (mood boards, shot lists, pose ideas, caption writing)

Only #1 is really “AI replaces photoshoot.” The other two are more like AI supports the photoshoot, and honestly, that’s where AI shines. I am the first to admit I do use AI (in Photoshoot/Lightroom) to help aid me in removing objects and with background cleanup.

Using AI for a brand “photoshoot”: the pros

AI can be brilliant in the right lane. Here’s when it genuinely helps:

✅ It’s fast

You can generate loads of visuals quickly for:

blog headers
social graphics
campaign concepts
“vibe” imagery for Pinterest-style content

✅ It’s cheaper up front

If you’re at the very early stage of your business and need some images to get moving, AI can fill a gap.

✅ It can unlock creative ideas

Want a dreamy studio set? A modern office? A bold colour splash background? AI is great for:

testing concepts
exploring styles
building a visual direction

Using AI for a brand “photoshoot”: the cons (the important bit)

Here’s what AI struggles with and why it can quietly cost you more in the long run.

❌ Trust and authenticity

Your brand photos are meant to say: “Hi, this is me, and you can trust me.”
If your images look even slightly “off” (hello, suspiciously smooth skin and uncanny eyes), people will notice it, even if they can’t explain it.

And if you’re a personal brand (coach, creative, therapist, freelancer, service-based biz), trust is basically your currency.

❌ Consistency is harder than it looks

AI can generate 20 images… that don’t match each other.

lighting shifts
facial features subtly change
hands do… whatever hands do in AI-land (do you really have six fingers on one hand?)
Your “brand colours” end up wandering off like they’ve got plans

❌ It can dilute what makes you you

A strong brand photoshoot captures:

your real expressions
your energy
your body language
your actual workspace/tools/ the process
those little “that’s so me” details

AI often smooths away the personality, and personality is what sells.

❌ Licensing and ethics can be murky

Depending on the tool, you may run into
questions around:

commercial usage rights
training data
whether your AI “headshot” is built from other people’s faces/styles
whether it counts as misleading advertising in some industries

(You don’t need a legal headache just because you wanted a nicer LinkedIn profile photo.)

Booking a branding photographer: the pros

This is where the magic happens, and yes, I’m biased… but also, it’s true. 😉

✅ You get real images that build trust

Real you. Real expressions. Real confidence.
And the people who want to work with you can immediately think:
“Yep. I like them. I get them. I trust them.”

✅ Strategy, not just pretty pictures

A good branding shoot isn’t “stand there and smile.” It’s planned around:

What you sell
Who you are trying to attract
Where the images will be used (website, socials, LinkedIn, email marketing)
What you want your audience to feel

✅ You save time (because you’re not fighting prompts)

Instead of spending hours trying to generate “friendly female business owner holding a laptop, but make it natural and not weird”, you’ll have a library of images you can use again and again.

✅ Variety that actually matches

A branding shoot can give you:

headshots that feel approachable
lifestyle images (working, meeting, creating)
detail shots (hands, tools, products)
space for banners, website headers,
promo graphics
seasonal refresh options

A all-in-one cohesive set that looks like one brand.

Booking a branding photographer: the cons (let’s be honest)

❌ It’s an investment

Yes! It costs more than a subscription to an AI app.

But the real question is: what’s the cost of looking “not quite professional” to your dream clients?
Because that cost is usually paid in:

lower enquiries
slower sales
more discounting
feeling awkward showing up online

❌ You might feel nervous

Totally normal. Most people do.
The good news: that’s part of why you hire a photographer, to guide you through it so you don’t look (or feel) like a hostage.

So… which should you choose?

Here’s a quick “matchmaker” guide:

AI can work well if you…

need quick supporting visuals (graphics, blog headers, background textures)
want to test a campaign concept or creative direction
aren’t ready for a full shoot yet
don’t need your actual face/real work
space shown

A branding photographer is best if you…

You are the face of your business
sell services and need trust fast
want a consistent, premium look across your website + socials
are launching something new (rebrand, new offer, new website)
are done hiding from the camera and want to show up properly

The best option for most businesses: a hybrid approach

This is the sweet spot I recommend for a lot of small businesses:

Use AI for:

mood boards + shoot planning
caption ideas
content prompts (reel hooks, carousel topics)
backgrounds/graphics around your
real photos

Use a branding shoot for:

headshots
lifestyle + “you at work”
products/services in action
website and LinkedIn hero imagery
anything that needs credibility
and connection

AI is brilliant at “supporting cast.”
Your real brand photos are the lead role.

A quick checklist before you decide

Ask yourself:

Do people need to trust me to buy what I am selling?
Will these images be on my website homepage/LinkedIn/about page?
Am I launching or levelling up this year?
Do I want clients who value quality and will pay for it?
Am I spending more time avoiding photos than actually marketing my business?
(be honest 😂)

If you answered “yes” to even two of those, a real branding shoot will likely pay you back faster than you think.

Ready to show up online with photos that actually sell your business?

If you’re done overthinking, hiding behind Canva graphics, or trying to prompt AI into creating a version of you that doesn’t look like you… Let’s sort your brand photos properly.

A Katie Mayer Photography Branding Photoshoot gives you a full library of images that feel natural, look professional, and work everywhere you
need them:

website + homepage banners
LinkedIn + profile photos
Instagram + reels covers + launch content
email marketing, PR, and promo graphics

Here’s how to get started

Head to my Branding Photography page
Enquire with your business name and what you need the images for (website refresh, new offer, launch, regular content etc.)
We’ll plan a shoot that fits your brand so you walk away with photos you’re excited to use (and that your dream clients actually
respond to)

Let’s make your business look as good as the work you do.

Your future content calendar is about to get a whole lot easier. ✨

Katie Mayer