In an industry constantly evolving with each new software update, lens breakthrough or social media trend, one thing is clear — photography has never been more accessible or more complex. To better understand where we’re heading, we asked Shaun Mah, General Manager of Electronic Imaging & Optical Devices Divisions at Fujifilm Australia, to talk about the future of photography and how AI and innovation in photography are reshaping the craft for both professionals and hobbyists alike. As Mah explains, AI and innovation in photography are not replacing creativity, but enhancing it — supporting photographers with smarter tools while preserving the essence of the art form.
As 2025 gets underway, the shift toward automated support tools and intelligent camera systems is only gaining momentum. Mah, whose work at Fujifilm places him at the intersection of tradition and technological advancement, sees artificial intelligence as a major force for positive change — not as a threat.
“AI technology is being rapidly embedded into cameras,” Mah explains. “For instance, our X-T5 automatically detects and tracks subjects within a frame, including animals, cars and trains. This technology allows the users to focus on composition and creativity, making the process more enjoyable.”
While many creators are cautiously optimistic, there remains a broader conversation around what automation means for creative value. Mah notes that the company’s own research, captured in the Fujifilm Forecasts report, uncovered that 39% of creators are worried AI may diminish how creativity is recognised.
“However,” he continues, “as this trend continues in 2025 and beyond, and photographers become more confident in how AI can support their creative endeavours, it will be more widely embraced.”
Importantly, Mah doesn’t believe AI is replacing photographers, but rather enhancing their potential.
“We don’t foresee the role of photography fundamentally changing—at Fujifilm we think that nothing can substitute the incredible skill sets and ingenuity of photographers, but AI can support the work that they do.”
It’s a balanced approach, championing both tradition and progress — a hallmark of the Fujifilm brand identity.
The AI Impact on Camera Technology
When asked how AI and machine learning are affecting camera development more broadly, Mah offers a measured take.
“It’s currently challenging to know the full impact of AI and how it will affect cameras,” he admits, “however, it has so far been a helpful tool for photographers across various genres.”
This view echoes a growing reality: AI is no longer just a post-production tool but a real-time partner in image-making. Whether it’s subject tracking, intelligent scene detection or enhanced autofocus systems, the technology is subtly embedded in ways that are already improving outcomes — especially for those who may not have years of technical training under their belt.
Why Dedicated Cameras Still Matter in a Smartphone World
The debate between smartphones and traditional cameras has been heating up for years, but Mah is confident that there’s still strong appetite for gear that goes beyond what a phone can offer.
“Smartphone camera technology is improving all the time, and pulling your phone out of a pocket to quickly snap an impromptu image when you’re on the move is very convenient,” he acknowledges.
But convenience, he says, isn’t the whole picture.
“However, there is a hunger amongst consumers for dedicated cameras — in our most recent Fujifilm Forecasts report, 33% of respondents cited that the quality of technology was vital to content creation, and we expect this figure to grow.”
It’s a point that reflects a deeper shift: creators, especially younger ones, are no longer satisfied with the limitations of a smartphone sensor. They want tools that match their vision — and that still includes mirrorless and interchangeable-lens cameras.
“With our X-Series, especially the X-M5, we’ve embedded technologies that enable high-quality content, supported with easy-to-use features that smartphone users could use seamlessly, such as a touchscreen, a dedicated vlog mode, 3 microphones built into the camera for higher quality audio recording, and lastly, a compact form factor so it’s easy to bring along.”
Mah makes it clear that Fujifilm is designing cameras that align with the habits of the modern creator — gear that doesn’t feel like a step backwards from a smartphone, but rather a leap forward.
“By investing in a Fujifilm camera like the X-M5, creators are able to withstand quick changes and trends on social media — for instance the hand-held microphone offered sound that smartphones simply couldn’t match — now that technology is built into our models, the hand-held mic is obsolete.”
For those seeking flexibility and portability without sacrificing quality, Mah has a specific pairing in mind.
“In terms of sensor and lens technology, we think that the best combo for smartphone users would be the Fujifilm X-M5 and the XF16-50mmF2.8-4.8 R LM WR lens, due to the size and creative versatility it offers the everyday user.”
This approach—lightweight, intuitive, but still powerful—is helping Fujifilm bridge the gap between beginner and professional, smartphone and system camera.
The Rise of Travel and Lifestyle Photography
With content creation now a dominant form of expression across generations, Fujifilm has been keeping a close eye on what genres are resonating most. Mah highlights a significant trend forming at the intersection of storytelling, mobility, and visual quality.
“With the surge of content being created today, the world of creative ‘content creation’ has become more accessible than ever to a broader audience,” he says. “Interestingly, our report found that ‘photography’ remains the most popular form of content to produce.”
Far from being eclipsed by video or ephemeral content, traditional photography is enjoying a resurgence — particularly among those travelling and documenting their lifestyles.
“What’s exciting, in my experience, is that as travelling has become more and more popular, there is a greater emphasis on creating good quality images and videography with a compact device — this is a trend which will continue to thrive, as there is so much to see in this world.”
It’s a reminder that while the platforms may change, the desire to share meaningful visual stories — especially with quality and artistic intention — is as strong as ever.
The Enduring Power of the Still Image
In a world dominated by reels, Stories, and algorithm-driven trends, it would be easy to think still photography is losing relevance. But Mah sees the opposite.
“The research underpinning our Fujifilm Forecasts report found that 65% of creators see short-form video content as the most dominant trend, with 31% viewing stills photography as a dominant trend.”
He acknowledges the sheer speed and volume of short-form content online, but believes photography occupies a different, more timeless space.
“As we know a huge volume of short-form video content is being pushed out very quickly, with an endless list of content-styles emerging on social media all the time. However, stills photography defies the trends — establishing itself as an enduring format that transcends new trends.”
He continues:
“Also, classic stills imagery holds weight within social media — whether editorial images in magazines or artwork.”
Importantly, Mah rejects the idea that creators must choose one or the other.
“We think that the two aren’t necessarily exclusive — photographers can lean into video trends, and have fun with this medium. At the same time, the demand for stills photography is still there.”
This balance between adaptability and tradition is a core theme throughout Fujifilm’s strategy for the future.
Prioritising Sustainability in Design and Practice
As environmental awareness becomes a critical factor in purchasing decisions, Fujifilm is taking action on multiple fronts.
“At Fujifilm, environmental sustainability is a key focus, which is why we’ve set ourselves a set of climate action targets,” Mah says.
That includes measurable impact — not just vague promises.
“This includes reducing CO2 emissions across the product life cycle including the procurement of raw materials, manufacturing, transportation, use and disposal by 50% (compared to FY2019 levels) by FY2030.”
Mah is clear that Fujifilm’s commitment isn’t just about compliance — it’s a long-term strategy.
“Through this commitment we’re doing our part to support the industry’s pivot to being more environmentally friendly, and we’ll continue to make this a key goal for years to come.”
For the modern creator concerned with sustainability, this kind of transparency matters — and it’s becoming a key differentiator for brands in the photography space.
Advice for the Next Generation of Creators
For young and aspiring photographers looking to enter the space in 2025, Mah offers both encouragement and a reality check: this is a competitive field, but full of opportunities.
“The photography space is at an exciting turning point. With the rise of content creation, more young Australians are embracing creative storytelling as a viable career path. This surge in fresh talent is set to fuel innovation, new perspectives, and greater creativity in the industry.”
He believes community and connection will be major drivers of success in the coming years.
“We think that through a combination of enjoying the process of photography and utilising social media, photographers can create ‘communities’ of followers who actively engage and seek out their work — we expect to see photographers continuing to utilise social media to promote their still images in the coming years.”
In fact, Fujifilm’s research backs this up:
“Our recent report showed that 38% of social media users are actively seeking out communities of like-minded individuals, who share their own similar interests.”
To meet this wave of creative ambition, Mah says Fujifilm is investing in grassroots support.
“We know that among this new community, there is a real interest in upskilling their technical knowledge — at Fujifilm, we’re keen to meet this demand by running workshops and facilitating the learning of the community.”
While automation may handle many tasks, Mah says technical skill still matters — deeply.
“We think knowing how to embrace these technologies, and use them effectively is a key skill photographers will need — however, particularly to the trained eye, we think technical skill will always be fundamental to creating impactful and timeless images.”
Fujifilm’s Vision: Innovation Rooted in Heritage
In closing, Mah outlines Fujifilm’s overarching mission: to lead through innovation while staying grounded in its rich photographic heritage.
“Our main objectives are to keep innovating and developing cameras that put us at the forefront of the industry — both through our more accessible X-Series and our advanced GFX Series cameras,” he explains. “We’re going to be keeping the look and feel of classic Fujifilm cameras whilst embracing new technologies — pulling together our longstanding heritage and looking forward into the future.”
Equally important to the company’s roadmap is a human element — cultivating the creators who bring their technology to life.
“Beyond this, we’re going to continue to develop our community of creators and photographers through social-led initiatives, as well as industry-leading live events, to help educate, inspire and bring together Fujifilm creators.”
It’s a fitting close to a conversation that bridges the technical with the artistic, the futuristic with the timeless — a testament to how AI and innovation in photography are not replacing creators, but equipping them to do their best work.
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Zachary Skinner is the editor of TechDrivePlay.com, where tech, cars and adventure share the fast lane.
A former snowboarding pro and programmer, he brings both creative flair and technical know-how to his reviews. From high-performance cars to clever gadgets, he explores how innovation shapes the way we move, connect and live.
