In a world full of AI tools - hell yeah! Use ‘em! - you can’t get so embedded and lost that you forget to ground your brand in the human touch, craft, time, creativity, real. If you fall into the generative AI trap for everything your customer witnesses, you fall into mediocrity and will get lost in a sea of the same. Stay connected, ground your brand in not only the photography, but the person behind it with a vision and how those photographs speak with each other and carry your brand ethos forward.