Maintaining your you-ness in a Robot World - By Keira Maloney, The Salon Photographer

Try this: Ask ChatGPT, “Write a social media caption that will make a potential client book an appointment today. It should showcase expertise, warmth, and the experience of a visit to my clinic.”

Read what it spits out. It’ll probably be smooth, engaging, well-structured, and maybe even bang on the brief. But does it actually sound like you? Does it capture how you welcome your clients, the trust and reassurance you offer, or the personalised touch that makes your treatments unique? AI can automate, but it can’t replace real human connection.

As a beauty and aesthetics photographer (ahem, The Salon Photographer), I had a moment where I questioned whether AI could replace me. AI-generated images? Perfect. Almost too perfect. I won’t lie, I looked at them and thought, “Oh crap, is this going to make me redundant?”

But something felt off. AI-generated photos lacked the soul I capture in real clinics. They didn’t have the warmth, movement, or beautiful imperfections that make an image feel real. The glow of natural light bouncing off freshly cleansed skin, the quiet moment of a client relaxing mid-treatment, the little details—like a therapist’s hands in action or the comforting touch of an LED mask—AI images miss all that. They look like stock photos; technically stunning but emotionally flat.

And here’s the thing: clients don’t book aesthetic treatments just for results. They come for the experience. They trust you to assess their skin, tweak the treatment plan in real time, and provide personalised care. AI-generated content can’t replicate that level of connection.

It’s also interesting that social media platforms now require AI-generated content to be labelled. Why? Because people can’t always tell the difference! Yet, the more AI content floods our feeds, the more people crave what’s real.

That’s why I love seeing raw, behind-the-scenes beauty content—like an unpolished video of a treatment in action, a slightly off-centre shot of a client’s post-facial glow, a real before-and-after with no smoothing filters. These things remind me that a real person created them. Imperfections aren’t flaws; they’re proof of human touch, which is highly valued in 2025.

AI isn’t the enemy. It’s a powerful tool for brainstorming, quick mockups, or placeholders, but if you rely on it too much, you risk losing the raw, human element that makes your work unique.

So how do we stay authentic in a fast-paced, AI-driven world?

- Use authentic imagery whenever possible. Your clients want to see you and your work, not an AI-generated, poreless, plastic-smooth version of it.

- Show the process, not just the result. People connect with energy, trustbuilding consultations, and hands-in-action treatments.

- Use AI to support, not replace, ideas. If it helps to refine them, great! But make sure the final product has your creative stamp.

- Embrace the mess. A perfectly curated, sterile feed can feel soulless. A bit of behind-the-scenes reality makes it human.

- Back yourself. Not everyone will love your raw, authentic work, and that’s okay. The right people will.

Creativity isn’t about automation. It’s about instinct, experience, and human connection. AI can generate all sorts of things, but it can’t replace you. The way you see skin health, client confidence, and transformation is what makes your work stand out.

In a world drowning in AI-generated content, real human artistry will always win. Trust your talent, your ideas, and your vision. Because no bot can do you, boo.

www.thesalonphotographer.com @the_salonphotographer