Commercial photographer Pete Muller posed a question to the audience during the “Is AI Just Evolution?” discussion at the Xposure International Photography Festival.

Eager to hear what emerging photographers think about this pertinent topic, Muller — whose ‘Stills of Strength’ photo essay has been regaling visitors at the 10th edition of the festival, aptly themed “A Decade of Visual Storytelling” — speculated on crucial issues surrounding AI usage, from ethics and ownership to questions of consent, and how AI could turn into a copyright nightmare for visual artists.

Gently manoeuvring the conversation towards practical realities, Muller shed light on jobs already being impacted by artificial intelligence. “If someone is in the business of product filming, still-life, or food photography, they would definitely be affected, because it may be cheaper to use AI. Moving into the film industry, I have heard that art directors are creating decks using AI, and even storyboard artists are being replaced,” stated the London-based photographer, who has more than 25 years of experience in the field.

Having lived through the transition from film to digital, Muller emphasised that, in the coming years, AI usage must be anchored to ethical standards.

Sharing a short film he created using his own still images, Muller explained how AI has helped him expand his portfolio. “Clients feel I have added another string to my bow. It helps me show them how up to date my skillset is.”

Honoured within the photojournalism field for his bold and cinematic approach to portraiture and sport, Muller pressure-tested the discussion with a counter-question: “If we use our own images and animate them with AI, are we image makers now, rather than just photographers?”

According to Muller, while it may be impossible to slow the pace at which AI is transforming the digital world, there are responsible ways to implement the technology.

“If we can embrace it as a tool and almost own it — without letting it overtake us, then it becomes a much better thing. I don’t think we can fight it.”

Featuring a packed programme of seminars, workshops, and portfolio reviews, Xposure 2026 is showcasing exhibitions by highly acclaimed photographers, leading galleries, and emerging talent from 29 January to 4 February 2026 at Aljada, Sharjah.