Look, I get it. Not everyone wants the faff or expense of regular photo shoots. We all want fresh, scroll-stopping content for social media, but setting up a session, getting your hair to behave, choosing outfits—it’s a whole thing.

So when I saw an app offering AI-generated headshots for just £20, I thought, “Why not? Let’s give it a go and report back.” After all, I’ve got loads of decent images of myself from recent photoshoot with Emma Wardrope Photography, so I uploaded 20 shots in various poses and expressions as requested. Selfies are allowed, but the better quality, the better the results… apparently.

Then I waited, imagining the futuristic magic unfolding behind the scenes. About an hour later—ping!—they were ready.

And oh. My. Word.

Terrible.
Like, “Who is she and why does she look like a substitute economics teacher from a 90s sitcom?” kind of terrible.

Despite choosing the “creative” occupation tag, every image looked like it had been pulled from a stock library of corporate LinkedIn avatars. Bland, beige office backgrounds. Mumsy blouses and stiff suit jackets (not a Doc Martens or leather jacket in sight). No sign of my full sleeve tattoo—every image had me in long sleeves like a reluctant middle manager.

To be clear: these images didn’t just miss the mark. They missed the entire postcode.

Not one of them captured my spirit, my personality, or any of the things I believe great photography should do. And that’s exactly the issue. AI doesn’t know you. It doesn’t understand your energy, your story, your brand. It can’t coax a real laugh, draw out your confidence, or make you feel comfortable in front of the lens. It just stitches together something vaguely face-shaped and hopes for the best.

So yes, I spent £20 on this experiment. And as I reflected on the results (while quietly hiding them from Mr JB), I realised: for just £40 more, I could give you a set of 10+ headshots that actually look like you—and better yet, feel like you. And for £100 in total, you could have a full personal branding shoot that represents you and your business. With personality. With purpose. With tattoos intact.

AI might be getting smarter, but it’s no match for human connection. Not yet. Not when it comes to showing up as your true self.

So no, robots aren’t taking my job anytime soon. And thank goodness, because I bloody love it.