Can AI Be Art? Photographer Rick Sammon Explains the AI Mindset

AI-generated, human-reviewed.

AI is revolutionizing photography by turning photographers into creative directors, helping them quickly achieve previously time-consuming effects, and opening up new avenues for personalized art. On Intelligent Machines, renowned photographer Rick Sammon shared practical strategies for using AI as a powerful creative partner, while emphasizing the importance of honesty and adaptability.

Why AI Matters for Creatives in Photography

Artificial intelligence is no longer just a tool for software engineers or researchers—today, it's actively shaping the world of creative photography. According to Rick Sammon on Intelligent Machines, AI can take a photographer’s vision from concept to finished image in minutes, dramatically accelerating workflows that once took hours. Tools like ChatGPT, Midjourney, and other generative AI models enable artists to modify lighting, create composite images, and envision entirely new scenes with simple text prompts.

For experienced photographers, this means AI becomes an extension of their creative process. Instead of replacing their skill or authentic voice, AI amplifies what they already do best: spotting strong composition, crafting compelling lighting, and conveying emotion through images. As Sammon makes clear, photographers who adapt to these advances can forge a distinctive style that stands apart in a crowded digital world.

How Rick Sammon Uses AI to Enhance and Create Images

On this week’s episode, Rick Sammon outlined two main ways he integrates AI into photography:

• Photo Enhancement: He uses AI to quickly apply advanced lighting effects like Rembrandt lighting, a classic portrait technique with a distinctive triangular catch of light. What once took 20 minutes in Photoshop now takes seconds with a prompt in ChatGPT or a similar model.
• AI-Generated Art: Sammon experiments with text-to-image platforms like Midjourney to conjure original scenes, starting from either a photograph or a simple text description. While he sometimes starts with stock prompts, his emphasis is always on beginning with his own images for a more distinctive result.

The key, says Sammon, is to approach AI as a creative assistant. Veteran photographers with strong foundational skills can use AI to produce entirely new, “one-of-a-kind” visuals, unachievable through traditional methods alone.

Facing Criticism and Staying Honest with AI Photography

The intersection of art and technology often generates debate—especially among photographers who feel AI “isn’t real art” or who fear their work will be copied by machine learning models. Sammon acknowledged he faced significant backlash when he first started using AI, with critics arguing he was “cheating” or undermining credibility.

His response: Complete transparency is essential. He always discloses when an image is AI-assisted, both to maintain trust and to encourage ethical practices in the wider creative community. Rather than hiding AI’s role, he encourages others to treat AI as a new set of artistic tools—no different from traditional darkroom techniques, cropping, or working with color and contrast.

Sammon’s advice for navigating criticism is to remember that “every photo is a lie” at some level—creative choices shape every image, whether that’s through lens selection, composition, or post-processing.

AI, Copyright, and Learning from the Past

When asked about copyright and concerns that AI models “steal” photographers’ images, Sammon pointed out that all artists draw from prior works, whether they’re inspired by classic masters or by current trends. AI models learn from images to replicate styles, but the resulting output is not direct copying—just as photographers have always been inspired by the likes of Vermeer or Ansel Adams.

He sees a vital opportunity: photographers and artists must continuously adapt and learn new skills, just as they did with Photoshop or Lightroom in previous generations. The threat, he argues, isn’t from AI itself, but from those who refuse to adapt while others learn to use these tools effectively.

Practical Tips for Photographers Embracing AI

Rick Sammon offered several pointers for creatives interested in using AI:

• Refine Your Prompts: Think carefully about what you want before sending instructions to AI models. The more precise your prompt, the less trial-and-error (and resource usage) you’ll need.
• Start With Your Own Photography: Use AI to enhance or remix your own work, rather than relying solely on generated images.
• Hone Traditional Skills: Foundational knowledge of lighting and composition will help you get better results from AI tools.
• Prioritize Transparency: Always let clients and audiences know when an image has been AI-assisted.

Key Takeaways

• AI tools can dramatically speed up creative workflows for photographers, making challenging effects accessible in seconds
• Honesty and transparency are critical when disclosing AI-assisted art
• Photographers who adapt gain an edge, combining classic skills with new technology for standout work
• Copyright concerns reflect a familiar cycle of fear around new tools—but inspiration has always flowed between artists
• Foundational knowledge of photography remains essential: AI complements, not replaces, traditional skills
• Clear communication with clients and audiences protects credibility and builds trust
• Thoughtful prompt design saves time and resources when working with generative AI

The Bottom Line

Artificial intelligence is rapidly changing the art and business of photography. As Rick Sammon illustrates on Intelligent Machines, those willing to learn, experiment, and stay honest about AI’s role can achieve results that set them apart, both creatively and professionally. The choice isn’t between art and technology—it’s about merging the two for a future where unique expression thrives.

Listen to the full discussion and get more expert insights:
https://twit.tv/shows/intelligent-machines/episodes/872