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Nikon creates a “Don’t give up on the real world” campaign to steal back the photography limelight from AI image generators.



Nikon Camera

Nikon promotes’Natural Intelligence’ in photography, basically encouraging Nikon photos over AI generated images.

In a recent development, Nikon has emerged from the shadows of silence surrounding the proliferation of AI image generators like Midjourney. The renowned camera manufacturer has unveiled a new campaign that seeks to rekindle the essence of “natural intelligence” in photography.

Notably highlighted by reputable sources such as Little Black Book and Petapixel, Nikon Peru has ingeniously devised a captivating campaign that showcases a series of breathtaking real-world photographs. What sets these images apart is the addition of AI prompts, creatively illustrating the potential prompts that an AI generator like Midjourney might have conjured had it been responsible for their creation.

Under the tagline “Don’t give up on the real world,” this campaign aims to reclaim the spotlight in the realm of photography from AI image generators that have dominated headlines throughout the year. Despite the considerable attention garnered by entities such as Midjourney and Dall-E, it is important to recognize that there remain numerous aspects in which they fall short, underscoring the continued relevance and significance of human intelligence in capturing the beauty of the world around us.

Why is it important?

Nikon Peru illustrates a growing issue that is shared by both the photography industry and traditional photographers themselves in a promotional video. While Nikon now trails Sony and Canon in terms of global camera market share, it seeks to address a problem that affects photography enthusiasts all around the world.

As the fascination with digitally altered photographs is causing people to ignore the wonderful treasures of nature, Nikon Peru emphasises the significance of protecting the natural beauty of our planet. The business makes the case that by emphasising man-made objects, we run the risk of ignoring the remarkable and frequently fantastical natural landscapes that surround us.

Without a doubt, the development of artificial intelligence (AI) technology has contributed to this change. According to Nikon Peru, millions of people worldwide may now create beautiful and innovative photos by simply typing a few keywords into a webpage. This ease of access to AI-generated pictures has had real repercussions, especially for photographers working in resource-constrained areas.

According to Nikon, this AI revolution has had a huge impact, particularly on Latin America. In the area, prospects, job availability, and profitability are all declining for editorial and advertising photographers. As a result of how simple it is to access AI-generated photographs, there is a potential threat to the livelihood of professional photographers.

Nikon fears that demand for real-time photography is being threatened.

Nikon’s concern is motivated by a desire to revive respect for the natural environment and the distinctive experiences it provides. The company wants to bring attention to how the AI revolution is affecting photographers, particularly those in areas with limited resources, by asking people to rediscover the genuine beauty that is all around them.

In essence, the message from Nikon Peru emphasises the need to achieve a balance between accepting technology improvements and conserving the true creativity and passion that photographers bring to the task of documenting the world’s natural beauties. Nikon Peru seeks to promote a renewed appreciation for the genuine and breathtaking beauty that can be found in our natural surroundings by highlighting the negative effects of relying only on AI-generated photos.

Contrasting Nikon’s viewpoint, AI image generators, particularly those trained on licensed photography from creators such as Adobe Firefly, have emerged as a means of introducing awe-inspiring landscape ‘photography’ to a broader audience, especially those who cannot afford to embark on costly expeditions to remote locations equipped with high-end camera gear.

Nonetheless, Nikon staunchly believes that AI image generators have the potential to significantly diminish the demand for real-world photography, a concern that has already materialized to some extent.

The campaign technically says take photos through real cameras preferably Nikon.

Irrespective of personal opinions on AI image generation, Nikon’s recent campaign marks a notable instance of major camera manufacturers voicing their resistance to this emerging technology. The campaign is executed with finesse, exemplified by the presentation of an image depicting Iceland’s Reynisfjara beach, accompanied by a satirical AI prompt that humorously suggests “a realistic Minecraft cliff at the seashore in winter season.”

Another photograph showcased in the campaign portrays the Coyote Buttes cliffs in Arizona, USA. The AI prompt playfully characterizes this natural wonder as “a latte skatepark in the middle of the desert on Mars.”

It is worth noting that AI and cameras need not be regarded as adversaries. In fact, there exist numerous instances where AI is enhancing the capabilities of traditional cameras. Examples include smarter autofocus systems and advancements in image processing. Thus, it is plausible that the future of photography entails the harmonious coexistence of both tools, rather than a contentious battle between Midjourney and Nikon.


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