Canon has chosen to openly embrace AI in every aspect
Jan 15, 2024
Sagiv Gilburd
Sagiv Gilburd is an Israel-based commercial photographer and videographer with extensive expertise in studio work, event photography, and managing large-scale photography projects.
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Even as AI-based systems become commonplace within cameras, camera companies are careful when discussing AI. The sensitivity of the topic makes sense, as AI is a controversial topic not only for photographers but for everyone. But, in a case out of the norm, Amine Djouahra (B2C BU Director, Canon Central, and North Africa) has stated that Canon is choosing to embrace AI openly going forward.
Why is this statement different from the usual AI support?
Perhaps to avoid controversy, there is typically only a single scenario in which a camera company embraces AI: When a camera brand releases a product with an AI-based system. The marketing for the product will usually use the word “AI” as a buzzword, but not much more. Unlike Canon’s recent statement, such marketing supports AI in a selective manner.
The difference between embracing AI as a whole versus embracing a specific AI-based feature has limitless implications. AI can do many things, some of which can be morally questionable. If you are looking at photojournalism, even sharpening can be considered unethical, let alone some of the more intervening AI manipulations. Depending on how camera brands integrate AI, photography may drastically change.
Not exactly a first for Canon
Before the recent statement, Canon had already delved into AI with their “Digital Photo Professional” app. The AI update was first announced about a year ago, and it was a more careful case of using AI. The feature was meant to help remove noise, blur, and moiré from photographs. These days, Canon intends for AI to do a lot more.
“These algorithms can generate artistic styles, apply filters, and offer composition and cropping suggestions, inspiring photographers to explore new horizons of creativity,” explains Amine.
“AI algorithms can analyze a photographer’s unique editing style, color choices, and other preferences to provide personalized recommendations and automated adjustments, streamlining the creative process.” It is those “automatic adjustments” that can be scary. Even if you consider initiatives like Content Authenticity, the question of what authentic content is can become very complex.
Canon and Nikon, like ice and fire
Over the years, people viewed Nikon and Canon as opposites. For the most part, due to the thick competition between the two companies. But, regarding artificial intelligence, unlike Canon’s embrace, Nikon is actively rejecting AI, claiming nature has more beauty and wonder than AI generation.
But Amine has quite the opposite statement: “The advent of AI presents opportunities for product and process development. It’s essential to approach this technology with an open mind, appreciating its advantages while preserving the irreplaceable touch of human ingenuity in creative endeavors. By striking a harmonious balance between AI and human contributions, we can revolutionize the field of photography and beyond, enriching our lives with innovative and captivating creations.”
In conclusion
While AI technology is effective, I hope companies like Canon will be careful about its usage in the future. As Canon is one of the largest camera brands on the market, the decision to openly embrace AI is dangerous. Other companies might follow and push each other to rely on AI innovations more and more. Eventually, in the race for innovation, we might lose what makes us love photography so much.
[via africa.com]
Sagiv Gilburd
Sagiv Gilburd is an Israel-based commercial photographer and videographer with extensive expertise in studio work, event photography, and managing large-scale photography projects.
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7 responses to “Canon has chosen to openly embrace AI in every aspect”
Time to shift to Nikon. Canon has just joined ranks with Wacom.
Thank God I don’t own a Canon.
I shoot Nikon and support their view on the subject. May be why I also shoot Nikon film cameras along with their digital ones .
I’m not going to say I am a complete purest and don’t believe in editing and photo manipulation. Not even saying I’m totally against AI 100% . But cameras using AI manipulation of the photos to compensate for poor photography and videography abilities. NO ! Photography is a learned craft and developed art form . Editing is also even in its many different forms where some I think may rely too much on AI .
It’s only a matter of time until all companies will start using AI to improve image quality. It gives you the possibility to have a higher quality images with the using the same sensor and lenses. Obviously there should be an option to disable this feature, like film recipes that can be applied, but it’s a great progress towards a “smarter” photography. AI isn’t black magic, it’s just programming.
Question, is this going to be for their .jpegs or will it also affect RAW?
If they stick to what we have always had, RAW is RAW and .jpeg/Tiff/etc. are all manipulations from the camera so in effect if AI is used…same-o, same-o.
Things change and always have. I remember people saying, “I’ll never use AP or SP for my photos, manual is the only way…” Oh, the days of light meters.
As long as we photogs still have the choice to do our “art” with a camera we are still good.
If used to refine what is already in the composition (sharpen, remove slight motion, etc) I don’t have any issue with AI. Its no different than a technological advance like a super sharp sensor or a better image stabilization process. Certainly it reduces the ‘expertise’ needed to take a good photograph but its just another advancement on how images are created. I understand pros getting annoyed or upset because it cheapens their skillset – now grandma with her point and shoot camera and her shaky hand can rival a seasoned pro with sharpness but I am willing to bet the compositions would be much better from the pro and still set them apart from the ‘masses’.
I draw the line on AI when it artificially introduces image elements not in the scene as it occurred. Sure that may be ‘art’ but its not in my mind a photograph. I see 2 parts to every shot – the technical execution of capturing an image and the subject/composition/storytelling of the image itself. As long as AI doesn’t touch the second parts, I don’t have a real problem with it. I also want to be able to manage the technical piece of the shot do if I want something to be slightly unsharp I don’t fight with the technology to allow it to be unsharp. AI should be like any other tool available – we should be able to control it.
Ok who’s canon users, owning canon latest and greatest mirrorless camera, and saying sony users and sony mirrorless camera a computer with camera features? Now who’s company is more like a computer with camera features at the end? But maybe sony will follow this A.I. technology embrace thing 😅 but for now who said it?