News
03.04.2025
Book Tip: Advertising and the Transformation of Screen Cultures
by Eyes & Ears of Europe
In The Synthetic Eye, Fred Ritchin investigates the impact of artificial intelligence on photography and how this technology fundamentally changes both the understanding and practice of image-making. He delves into the new possibilities AI opens up for artists and photographers, illustrating how artificially generated images blur the line between reality and fiction. In particular, he addresses how AI-based image production not only enables new creative freedoms but also brings challenges regarding authenticity and the manipulation of visual content.
A central theme in Ritchin’s analysis is how we understand photography today: while photographs were once seen as “authentic” documents of reality, AI developments now call this assumption into question. Throughout the history of photography, the authenticity of images has always been relative — photography has never been a neutral depiction of reality. Ritchin draws on this historical perspective, emphasizing that photography’s claim to depict “truth” has always been influenced by various factors, including the subjective decisions of the photographer and the limitations or possibilities of the technology.
This book not only offers an engaging insight into current developments in photography but also challenges us to rethink the long history and philosophy of the medium in light of AI’s emerging potential. It underscores the importance of recognizing both the artistic opportunities and the potential risks of AI-generated imagery.
