Almost 50% of professional photographers are now using AI in their workflows — and that number is only expected to grow. 4,916 photographers responded to Zenfolio’s State of The Photography Industry Survey, with 73% of respondents coming from the United States.
Along with the likes of Digital Camera World, Dead Pixels Society and Professional Photographers of America, Them Frames was an official partner of the 2026 State of The Photography Industry Survey. That’s because we’re committed to helping to sustain and progress the health of the photo industry.
AI wasn’t the only point of discussion and there were several other key takeaways worth exploring.
AI In The Photo Industry
Looking at AI’s role in professional photography, it’s still very much serving as an assistant, rather than taking over. 70% of photographers using AI are using it to craft social media captions and blog posts, with 17.2% using it for photo editing and retouching tasks.
Though it’s difficult to say the full intention of using AI for blog posts, the fact that 19.3% of photographers also use AI for SEO (Search Engine Optimization) suggests photographers are hoping to use AI to quickly craft content and rank on search engines.
This is worth a note of caution. Google continues to refine its algorithm to reward content that is genuinely useful and well-researched, meaning thin or templated AI-generated content may struggle to rank well. Using AI this way could make a photographer’s business less visible, impacting the strength of their customer base.
In my experience, AI best serves as a photo editing assistant. Having tested the likes of Imagen AI, Lightroom and Luminar Neo, photographers can use AI to dramatically speed up workflows, without taking away from the personal creative touch. As such software tools become more visible in the space, I predict that figure of 17.2% will increase in future surveys.
Related reading: Best AI Photo Editing Software for Professional Workflows in 2026
Using Outdated Workflows
It’s the worst kept secret that many creatives struggle with the administrative aspect of managing a business. This is slightly surprising, as in 2026, there are a plethora of project and business management software options that can help photographers keep on top of bookings and finances — but people are not using them.
Of everyone surveyed, 29% of photographers still manage their business within their mind or on paper. 45% don’t use any form of software and only 21% are utilizing project management and CRM software.
I know first hand that the mental gymnastics of managing a business are hard tasks. I’ve tested countless project management software options in my career, and I know from experience that the likes of ClickUp, Asana and photography-focused software like ShootProof make it much easier to scale a photography business.
Marketing in Photography
Old school methods of marketing still lead the way in the photo industry. 85% of photographers said they still rely on word-of-mouth referrals and 95% of them said they were effective for growth.
Instagram is still leading the way in digital marketing, with photographers reporting they find the platform more useful than Facebook and Google when it comes to discovery. Though 85% of photographers did say they struggle to understand how to fully use and utilize Instagram to grow their business.
I was surprised not to see more photographers using a newsletter to promote their services. Algorithms change quickly and a once visible photographer can be pushed into digital darkness overnight, with little rhyme or reason. A newsletter gives you full control and you own your audience, rather than renting it from a third-party social media app.
What Else?
The survey goes deeper into the data of the above categories, while also exploring the types of genres photographers shoot, how solo work compares to working in teams, how photographers see their client experience, and more. There are several tips as well on how to make the most of different tools and strategies when it comes to being a professional photographer.
Go to the Zenfolio website to read the full State of The Photography Industry Survey.
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