Nikon's genius ad campaign proves that AI could never replace real photography

A poster from Nikon Peru's Natural Intelligence advertising campaign
"/imagine prompt:: a mutant umbrells tree shaped like a nuclear bomb explosion" - Photograph of a Dragon Blood tree taken in Socotra, Yemen, by Andrew Svk on a Nikon D850 (Image credit: Nikon Peru)

Nikon Peru has come up with an ingenious campaign to prove the power of real photography over AI-generated images. In the last few months, AI image generators have claimed to be able to replace photographers offering cheaper, faster alternatives to hiring the real deal. Editorial and advertising photographers in Latin America have been particularly affected by these recent new developments but Nikon’s campaign is a testament to the beauty of what they call “Natural Intelligence".

Using the slogan ‘Don’t give up on the real world’ Nikon found a series of surreal-looking landscapes you can actually visit, all shot on Nikon cameras. From from colorful Hornocal Mountains in Argentina (John Fowler) to the giant Renisdranger basalt stacks on Iceland’s infamous black sand beach (Marco Nürnberger), it’s hard to imagine that anything AI generated could beat these magnificent areas of beauty.

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Hannah Rooke
Staff Writer

Having studied Journalism and Public Relations at the University of the West of England Hannah developed a love for photography through a module on photojournalism. She specializes in Portrait, Fashion and lifestyle photography but has more recently branched out in the world of stylized product photography. For the last 3 years Hannah has worked at Wex Photo Video as a Senior Sales Assistant using her experience and knowledge of cameras to help people buy the equipment that is right for them. With 5 years experience working with studio lighting, Hannah has run many successful workshops teaching people how to use different lighting setups.