Every designer has faced this: you need a specific hero image—a diverse team in a futuristic office, a product that doesn’t exist yet, a scene that would cost thousands to photograph—and stock sites offer only generic approximations. This is where AI photography becomes not just convenient, but revolutionary.

The AI Photography Toolkit

Midjourney v6+ (Photorealism champion)

  • Best for: Convincing people, realistic scenes, artistic photography styles
  • Key parameter: --style raw for less artistic, more literal interpretation

DALL-E 3 (Precision & text)

  • Best for: Scenes requiring specific text elements (signs, computer screens)
  • Strength: Best at following complex, multi-element prompts exactly

Leonardo.ai (Free tier available)

  • Best for: Fine-tuned control over realism, great for products
  • Feature: “Alchemy” mode enhances realism significantly

Stable Diffusion + ControlNet (Advanced, local)

  • Best for: Complete control, using pose references, consistent characters
  • Learning curve: Steep, but unparalleled precision

Mastering the Photorealistic Prompt

The difference between “a photo” and “a convincing photo” is in the details:

Amateur prompt:

“A business team meeting”

Professional prompt:

“Professional photography of a diverse team of four people in their 30s collaborating in a modern startup office, natural morning light from floor-to-ceiling windows, one person writing on glass whiteboard, others looking engaged, shallow depth of field, shot on Sony A7III with 85mm lens, cinematic lighting, dynamic composition, hyper-detailed, realistic skin textures, 8k –style raw –ar 16:9”

Key elements to always include:

  1. Shot type: “Close-up product shot,” “wide angle interior,” “medium portrait”
  2. Camera & lens: “Shot on Hasselblad medium format,” “85mm portrait lens”
  3. Lighting: “Golden hour sunlight,” “soft studio lighting,” “dramatic chiaroscuro”
  4. Style: “Cinematic,” “documentary style,” “fashion editorial”
  5. Technical: “Hyper-detailed,” “realistic textures,” “professional color grading”
  6. Parameters: --style raw (Midjourney), --ar 16:9 (aspect ratio)

Solving Real Client Problems

Scenario 1: The Non-Existent Product

Client has a CAD model of a new gadget but no physical prototype.

Workflow:

  1. Export clean renders of the product from multiple angles
  2. Prompt: “Professional product photography on a white background, clean studio lighting, focused on
    , hyper-realistic materials, metallic finish, 8k product shot”
  3. Or place the render in a scene: “The sitting on a designer’s desk in a modern home office, morning light, lifestyle shot”
  4. Use in pitch decks, website, crowdfunding campaigns

Scenario 2: Impossible Demographics

Client needs images featuring very specific demographics that stock doesn’t cover.

Workflow:

  1. Prompt: “Professional portrait of a 65-year-old Latina doctor using a tablet in a clinic, warm compassionate expression, documentary style photography, natural light”
  2. Generate multiple options
  3. Use for healthcare client’s marketing materials

Scenario 3: Consistent Character Across Scenes

The biggest challenge in AI photography.

Solution:

  1. Generate your perfect character, save the seed number (e.g., --seed 1234)
  2. For subsequent images: “Same woman as in [image URL], but now cooking in home kitchen, lifestyle photography”
  3. Still inconsistent? Use face-swapping tools or Photoshop’s Generative Fill to adjust

The Complete “Unshootable” Image Workflow

Project: Tech startup needs hero images for their homepage showing their app “in the wild”

Step 1: Art Direction

  • Determine: 5 scenes needed (coffee shop, office, commute, home, park)
  • Style guide: Bright, authentic, diverse people, app visible but not dominant

Step 2: Batch Generation

Create a prompt template:

“Authentic lifestyle photography of a [demographic] person using a smartphone with [app name] app visible on screen, at [location], [time of day] light, joyful authentic expression, shot on iPhone 14 Pro, social media style, candid –ar 16:9 –style raw”

Run this 5 times with different demographics/locations.

Step 3: Curation & Editing

  • Select best 2-3 per scene
  • Basic edits in Lightroom/Photoshop
  • Ensure app screen is legible (may need to composite)
  • Check for AI artifacts (strange hands, weird text)

Step 4: Client Delivery
Present as “AI-generated photography, custom for your brand” with explanation of the process and commercial usage rights.

Ethical Disclosure Framework

When you MUST disclose:

  • Photorealistic people who don’t exist
  • Documentary/journalistic contexts
  • Any representation of real professionals (doctors, lawyers)
  • Before-and-afters that might mislead

When you can be more flexible:

  • Backgrounds/scenes without people
  • Abstract/textural elements
  • Clearly stylized/artistic images

Client script:

“These images were generated using AI to create exactly the scenes we needed. They feature model-released, AI-generated people in custom environments. This allowed us to get perfect demographic representation and settings without the cost and time of a traditional shoot.”

Pricing AI Photography

Don’t charge less because it’s “just AI.” Charge appropriately for:

Value-based pricing factors:

  • Exclusivity (they own these specific images)
  • Perfect alignment with brand
  • Speed to market
  • No model/property releases needed
  • Commercial licensing included

Sample pricing:

  • $200-500 per final AI-generated hero image
  • $1,000-2,500 for a set of 5-7 cohesive images
  • Compare to: $5,000-20,000 for a traditional shoot

Advanced Technique: AI + Real Photos

  1. Take your own location photos (a coffee shop, an office)
  2. Use Photoshop Generative Fill to:
    • Add people (with correct lighting/shadows)
    • Change time of day
    • Add/remove objects
  3. Result: 90% real photo, 10% AI, 100% usable

Your AI Photography Checklist

Before delivering any AI-generated photo:

  • No obvious AI artifacts (6 fingers, weird text)
  • Lighting is consistent throughout image
  • Colors match brand palette
  • Appropriate disclosure to client
  • Commercial usage rights confirmed
  • Metadata includes “AI-generated” keyword
  • You have alternative options if client has concerns

Action Steps

  1. Practice writing 5 detailed photographic prompts
  2. Create a “prompt library” for your most common needs (team photos, product shots, etc.)
  3. Generate a sample set for your portfolio showing before/after editing
  4. Update your service offerings to include “AI-generated custom imagery”

AI-generated photography isn’t replacing photographers—it’s creating an entirely new category of visual asset. As a designer, you’re now also an art director, set designer, casting director, and photographer, all without leaving your desk.

About the Author

author photo

Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.