NAB Show

NAB Show

Session.

How to Build AI Tools Ethically & Efficiently

Sunday, April 19 | 10:45 – 11:45 a.m. | N219-N222

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I’m going to say the quiet part out loud: not all AI is created equal, and lumping it all together is lazy, misleading, and dangerous for photographers. There’s a massive difference between using AI to *assist* your workflow and using AI to *generate* images you never actually created. One supports your craft. The other can quietly erase it. This class is about drawing that line in the sand—clearly, honestly, and unapologetically. If you care about authorship, ethics, and the trust you’ve built with your audience and clients, you can’t afford to pretend all AI is the same. This isn’t a fear-based rant against technology. It’s a wake-up call for photographers to stop treating all AI as the same thing—and to start making conscious, ethical choices before someone else makes them for you. We’ll dig into: – **The real difference between assistive and generative AI.** Not the marketing spin—the practical, ethical, and creative divide between tools that help you refine what *you* created and tools that fabricate images out of thin air. – **Why pixel optimization is not image creation.** Tuning noise, contrast, and color with AI is still grounded in your original capture. Outsourcing entire scenes, skies, subjects, or styles to a machine crosses a very different line. – **The uncomfortable ethical boundaries photographers are crossing.** From AI-generated landscapes that never existed to fake travel images and invented skies, we’ll talk about what’s happening right now—and what it does to trust, credibility, and the value of real-world experience.

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