"We think of ourselves as a photography company…we never had any disposition to reinvent ourselves as an AI company," says Capture One CEO

Photo shoot on rooftop with barefoot model in green pants and matching hat sitting on bench while a photographer captures her image.

Artificial intelligence is changing photography at a remarkable pace. From editing assistance to image enhancement, AI-powered tools are becoming part of everyday workflows – but they are also raising important questions about creativity, ownership and the future role of photographers.

For Capture One CEO Rafael Orta, the answer is not about rejecting new technology. Instead, it is about ensuring that technology remains connected to photography itself.