"The way you see the world can't be generated." Photographers use mix of retro film cameras and modern DSLRs in an anti-AI campaign

Photographers use a variety of cameras on a VSCO anti-AI campaign.

VSCO has launched a new brand campaign in what it says reaffirms the company’s commitment to photographers amid claims that "photography is dying" as social media platforms push trends and AI-generated imagery proliferates.

Launched May 12, the campaign aims to inspire photographers to remain dedicated to the craft at a time when VSCO says photography has “never mattered more.” Along with staving off fears of an AI takeover, VSCO also hopes to shine a “rare spotlight” on the creative process and rigor that goes into crafting photos and videos.