The Future of Photography Isn't About Better Cameras

If you've been in photography for more than a few years, you've probably noticed something.

The conversations have changed.

We used to spend hours talking about cameras, lenses, lighting, and editing.

Now?

We're talking about AI.

Marketing.

Content creation.

Workflows.

Client experience.

Running a business.

It's easy to feel like our industry is changing faster than we can keep up.

That's exactly why I wanted to sit down with Eric Wittman, CEO of VSCO, on the latest episode of The One Behind the Lens.

One of the biggest takeaways from our conversation was this:

The biggest challenge photographers face today isn't photography. It's business.

Most of us know how to create beautiful images.

What we struggle with is everything that comes after.

How do we stay visible?

How do we market consistently?

How do we build relationships?

How do we keep up with technology without losing the heart behind what we do?

Those are the questions photographers are asking in 2026.

We also had a great conversation about AI.

I'll admit it—I was curious to hear Eric's perspective.

His message wasn't about replacing photographers.

It was about using technology to simplify the parts of our business that keep us away from creating.

That's a perspective I can get behind.

Because none of us started our businesses dreaming about contracts, invoices, scheduling software, or juggling a dozen subscriptions.

We started because we love photography.

We love people.

We love telling stories.

That's where VSCO One comes into the conversation.

What started as an editing platform has grown into something much bigger—bringing together editing, galleries, portfolio websites, client workflows, and more into one ecosystem designed specifically for photographers.

Whether you decide to use VSCO One or not, I think the bigger lesson from this episode is this:

The photographers who thrive over the next five years won't necessarily be the ones with the newest camera.

They'll be the ones who continue learning.

Who adapt.

Who build relationships.

Who understand both the creative and the business side of photography.

That's encouraging.

Because those are things every one of us can work on.

If you haven't listened to the episode yet, I hope you'll give it a listen. I think you'll walk away with a fresh perspective on where our industry is headed—and maybe a little excitement about the future, too.

Happy listening,

Kate