In the world of wildlife photography, the goal has always been to capture the raw beauty and untamed spirit of nature. A great wildlife photograph isn’t just a snapshot; it’s a moment of connection for both the photographer, the subject and the audience; a visual story that invites us into the natural world. But with the rise of artificial intelligence (AI) and the growing influence of social media, the very essence of what makes wildlife photography meaningful is being tested. The drive for likes, shares, and viral content has led to a concerning and frustrating trend of manipulation — both in terms of imagery and the stories behind them.

Artificial intelligence is an incredible tool with powerful capabilities and over the past few years has begun to play a significant role in the world of photography. From automated image enhancement to the ability to create entirely synthetic images, AI offers shortcuts that can quickly elevate the visual appeal of a photo. However, while these tools might improve the technical quality of an image, they can distort the true essence of what wildlife photography is meant to represent.
One of the most concerning applications of AI in wildlife photography is the manipulation of animals’ appearances. In an age where visual perfection is highly valued, it’s not uncommon for photographers to enhance and draw attention to details in their photographs – such as adding contrast to make colours pop, additional sharpening for texture etc. Minimal adjustments like this have gone hand in hand with photography since day one, but what is new is using AI is to generate entirely fake wildlife scenes or to recreate rare events that may never have been captured on camera. These images can mislead the audience into believing they are looking at genuine representations of nature, when in fact, they are complete fabrications.

These images tend to be attention grabbing, which is perfect for the world of social media where photographers, artists and content creators are always looking for ways to stop people from scrolling by when they come across their work. While these images can be striking, they are not an honest reflection of the natural world. They are creations that lack the authenticity that comes from being present in the wild, witnessing the behaviour of animals, and capturing the nature in its true and often rawest form.
The consequences of manipulating wildlife images can be far-reaching. Inaccurate portrayals can shape public perception of animals and their environments in harmful ways. For instance, if people continually see photos of rare animals in improbable situations, they may begin to believe these scenarios are common or that wildlife is always "perfect" and pristine. This can quickly and effectively distort our general understanding of biodiversity, undermine conservation needs and the reality of the threats facing ecosystems. I’ve seen examples of this already with some of my own guests, where the reality of certain animals did not align with what they had seen on social media, and they were quite shocked by the vast differences between the two.

Furthermore, is the ethical dimension to all of this. Many wildlife photographers work tirelessly, often under tedious, difficult and sometimes dangerous conditions to capture pictures that are real and carry with them a story or a message, often highlighting the beauty and vulnerability of a subject. Their work is a form of advocacy - a visual representation of the need to protect species and preserve their ecosystems. When others exploit AI to create fake images that are simply being used to garner attention it devalues those real photographs and the work of those photographers.
Now, while the rise of AI certainly presents dangers and challenges, it also offers opportunities. There’s no reason why technology can’t be used to enhance authentic wildlife photography without compromising its integrity. For instance, AI can assist in noise reduction, improve colour correction, or bring back important details that may have been lost in low light. These techniques are always going to be controversial to some degree, with some photography “purists” refusing to even crop their photos for the sake of authenticity, and ultimately what people do with their images will always come down to the individual photographer. But no matter where that line is drawn, the key is to use AI as a tool to enhance reality for the benefit of the subject, not to create an illusion for online clout. The best wildlife photographers will always be those who can strike a balance between utilizing the tools available to them and staying true to their subject matter. Whether it’s using AI for minimal adjustments or opting for traditional techniques like shooting on film, the focus should always be on authenticity.
This before and after image represents two elephants playfully sparring and showcases how much an image can be authentically changed to better represent real lfie, as opposed to what you simply see on the back of the camera-screen. Techniques that bring back the blue of the sky and raise the details in shadows have been used in post-processing since the birth of photography, and have always been in-tune with the skill and vision of the photographer.
AI is here to stay and, whether we like it or not, is only going to grow and become more commonplace. In the face of this it’s important for wildlife photographers to remain steadfast in their commitment to their art and their own authenticity. To help ensure that their work stays true, we need to remember and adhere to the following:
Embrace Natural Beauty, Not Perfection: Embrace the imperfections—the bad lighting, the unpredictability of animals and the grasses and branches protrude over the subject. Life is not perfect, and these elements are what make nature photography so compelling and real.
Be Transparent About Your Process: If you enjoy creating AI images and want to share them, there’s nothing wrong with that – just be open about it. Ethical photographers often share their editing processes with their audience, explaining the techniques they used to enhance the image while still preserving the integrity of the subject. Transparency builds trust with your audience and if people feel lied to, not only will they reject your work, but they could be hesitant about engaging with any kind of online imagery in the future and may doubt or refuse to believe the validity of authentic photography.
Question the Source: As a viewer, we also have a role to play. Before engaging with an image on social media, we should ask ourselves whether it’s depicting nature or of a synthetic nature itself. Sometimes it’s easy to spot if a picture is AI (a plasticky-slick texture and weird abnormalities are telling signs) but as the technology continues to evolve it will only get harder to tell the difference – if not impossible by using just our eyes. This doesn’t just go for still images, but videos now as well.

In a world increasingly dominated by artificial images, manipulated content and fake news, there is an ever-growing need for real, authentic and ethical depictions of the natural world. Only by maintaining this authenticity can wildlife photographers continue to be powerful advocates for the subjects and ecosystems they love and photograph, using their art to remind us that there’s a world bigger, more interesting and far more beautiful outside of the online one.
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