I want to be clear: I use AI in my photography. Photo processing platforms have developed incredible tools that enhance creative possibilities. These tools, such as precise selection for editing or removing distractions, can turn an average image into something extraordinary. While I rarely use the feature that removes objects, it occasionally bridges the gap between good and great shots.

In recent months, I’ve received AI-generated videos of children and animals doing remarkable but entirely fabricated things. Friends—some highly knowledgeable about AI—were awestruck and genuinely believed these scenes were real. Their surprise when I explained that these were computer-generated underscored how convincing and pervasive AI content has become.

This discussion isn’t new. Years ago, National Geographic photographer Steve McCurry faced backlash for digitally altering one of his images. Critics questioned his credibility as a photojournalist, accusing him of distorting reality. That controversy, however, seems almost quaint compared to the challenges AI presents today.

AI is here to stay, bringing both opportunities and challenges. Remember the collective unease we felt when deepfake videos emerged? Many of us questioned what we saw, from manipulated celebrity stunts to altered political footage. Today, AI has moved beyond mere entertainment; it’s shaping how we perceive the world.

My concern lies in its impact on wildlife and conservation. AI-generated images of animals in fabricated scenarios, while captivating, could overshadow critical conservation messaging. They risk distorting public perception: either exaggerating problems or minimizing them, which can harm conservation efforts. Worse still, such images might embolden risky behavior, with social media influencers attempting dangerous stunts inspired by fictional AI scenes.

Imagine someone cuddling a polar bear cub in an AI-crafted photo. It might look magical, but in reality, it’s deadly dangerous. If someone emulates such scenarios, the consequences could be disastrous for people and wildlife.

We need guardrails to harness the power of AI responsibly while protecting viewers from confusion. Some platforms are experimenting with labeling AI-generated content, but these methods remain inconsistent. While I can still identify AI in imagery today due to my hours spent scrutinizing real photos, that advantage won’t last as technology advances.

Our natural world is stunning and tells compelling stories that don’t require artificial embellishment. Yet, AI can amplify those stories if used ethically. Finding solutions to manage this technology’s impact is critical. We must develop systems to differentiate the artificial from the authentic while fostering public trust in imagery.

AI is a powerful tool, but with power comes responsibility. Let’s ensure we use it to celebrate and protect reality, not obscure it.