The human side of personal branding in the age of AI
Introduction: the shift we’re all feeling
AI is everywhere right now - especially in photography, marketing, and personal branding.
From AI-generated headshots to fully automated avatars, businesses and professionals are starting to rely on artificial intelligence to speed up and simplify how they show up online.
And while the results are technically impressive…Something still feels off.
90% of people want to know if an image was created by AI
A new study from iStock’s VisualGPS platform (based on data from over 30,000 adults across 25 countries) revealed that nearly 90% of people want to know if an image was generated with AI.
And I am one of those people.
Even though I love AI tools - especially the new features in Photoshop and my favorite, Capture One - this stat made me stop and reflect.
There’s something unsettling about trying to build trust with an image that doesn’t belong to a real person.
Caught between both worlds
Lately, everyone is talking about AI like it’s either a threat or a miracle. I’m a creative person, and honestly… I’m still figuring it out.
I know AI is an amazing tool. It can save time, increase efficiency, and simplify the lives of professionals, coaches, and business owners.
But it doesn’t have a human side.
Not yet.
It doesn’t recognize emotions like we do.
It doesn’t feel connection.
And it doesn’t see people the way we do.
What I felt seeing my own AI portrait?
The first time I saw an AI-generated version of myself, I froze.
It was… close. But something felt off.
Too polished. Too smooth. Too perfect.
And I couldn’t help but say what I’ve always said about overly retouched photos:
“Plastic fantastic.”
Not real.
Not human.
A copy - not a person.
That’s exactly how AI profile images feel to me right now.
And I know I’m not the only one who feels that quiet disconnect - especially when we’re all trying to build trust, connection, and authenticity online.
I believe that over time, it will get closer to capturing human nuance.
But for now, it still misses something essential. Something only a real human can offer.
AI can replicate your face, but not your story
Over the years, I’ve photographed many professionals and small business owners. I’ve seen how vulnerable it can feel to be in front of a camera.
But that’s also where the magic happens - when someone lets themselves be seen.
That moment when your eyes light up because you’re talking about your purpose? When your shoulders drop because you feel safe?
When you’re not “posing” - you’re just present?
AI can’t recreate that.
Not yet. Maybe in the future or maybe not ever.
5 subtle things AI still misses in professional portraits
Even with incredible technical capabilities, AI visuals still miss what makes branding human. Here’s what I see most:
1. Micro-expressions
A real smile has depth. AI mimics the shape, but not the emotion behind it.
2. Authentic asymmetry
Real people aren’t symmetrical. That’s what makes us human - and interesting.
3. Body language
Confidence, joy, calm - all of it shows in posture and tension. AI can’t read that.
4. Environmental connection
AI puts you in a studio. Real photography places you in a moment.
5. The “you-ness” factor
That unspoken energy. That spark. That feeling that says, “this is me.”
Why I still believe in real images
I deeply respect the brilliant people creating AI tools.
But I don’t believe a €30 AI-generated headshot will land you a dream client - or build real trust online.
People trust people. People buy from people.
It’s that simple.
And when it comes to personal branding, showing up as someone else - even an idealized AI version - only pushes your audience further away.
I don’t want to be another copy.
Especially not an AI copy.
And I don’t want my clients to become one either.
Final Thought
Use AI. Embrace innovation.
Let it support your process.
But don’t let it replace your humanity.
Your quirks. Your presence. Your real face.
Keep your human soul. Keep your uniqueness.
That’s what builds trust. That’s what makes people remember you.
Have you tried an AI headshot yet? How did it feel? Let’s talk in the comments.
