Real photos, not AI images: what NiSi stands for
AI images can be created in seconds today, including images of filters, filter holders and dream landscapes that nobody ever photographed. That is why we have made a clear decision: NiSi products are advertised exclusively with real photography. This applies to us and to all authorised NiSi dealers and partners. Here you can find out why this matters so much to us and what you can expect from us.
Photo: Arnold Schaffer
Our decision
For us, photography is not simply an industry we work in. It is the foundation of everything we do. We develop our filters and filter systems for photographers and filmmakers who put a great deal of time, creativity and passion into their images.
Because AI is now available to everyone in marketing and content creation, we have set out a clear policy on AI-generated images and shared it with all NiSi dealers, distributors and marketing partners. At its heart is one sentence:
“We cannot promote products made for photographers while replacing their work with AI-generated images.”
Our principle
This results in four guidelines:
1
Use real photography
Every image used to advertise NiSi products must be a real photograph. This applies to product shots, lifestyle and landscape images, on websites, on social media and in every form of advertising.
2
No AI product images
AI-generated depictions of our products are off-limits. They often show the wrong shapes, dimensions, proportions or accessories and can therefore mislead you.
3
AI as a design tool
AI may help with graphic design, layout, typography or arranging real photos. What matters is that AI presents real photography rather than replacing it.
4
Celebrate the community
Wherever possible, we and our partners work with photographers, feature their images and make their work visible.
Why this matters to us
We are not against AI. But when it comes to images of our products, we draw a clear line. There are three reasons for this.
A filter proves itself only in a real image
Whether an ND filter is colour-neutral, how a graduated filter tames the sky or how a polariser cuts reflections: you can only see it in a real photograph. An AI image can show any effect at all, without a filter. That means it tells you absolutely nothing about the quality of a product. With photo filters in particular, a generated example image would not just be unattractive, it would be downright misleading.
Our products are full of details
We develop our filter systems with great attention to detail: how many slots does the holder have? Which thread, which adapter ring, which magnetic mount? If an AI invents an extra slot or the wrong ring, you could end up buying the wrong accessories. Real product photos show you what you actually get.
Respect for the work behind the camera
A great landscape shot is the result of planning, experience, patience and often a very early alarm. Many of you make a living from photography or put every spare minute into it. You are the reason NiSi exists. A brand that builds tools for exactly these people has to celebrate their work, not replace it with generated images.
Our promise to you
A stance is only worth as much as what you make of it. That is why the following applies to nisioptics.at, our newsletter and our social media channels:
- Real product photos. Every image showing a NiSi product is a real photo.
- Real example images. When we show you what a filter can do, the image comes from a real shot taken with that filter.
- Photographers are credited. When we show images from the community, we name the people behind them.
- AI only as a tool. If we use AI, it is for design and layout around real images, never to create photos or products.
- We hold our partners to it too. Where dealers or partners use AI-generated images of our products, we ask them to replace them with real photos.
Your NiSi Team
Where AI helps and where the line is
We are not against technological progress. AI can be a real help in everyday work. But there is a clear difference between technology that supports creativity and technology that replaces the very people our industry depends on.
✓ This is fine
- Graphic design and layout of advertising materials
- Typography and banner design
- Arranging and combining real photos
- Designing an ad with real NiSi product photos and real images
✕ This is not OK
- AI-generated images of NiSi products
- Artificial landscape or lifestyle photos
- Generated “before and after” images of filter effects
- Replacing real photography with generated images
Our rule of thumb: AI may present real photography, but never replace it.
How to spot AI product images
We have already seen cases where AI content has seriously misrepresented our products. When you search for filters online, these signs will help you spot generated images:
- Text and logosLettering on filter frames or holders is blurred, distorted or makes no sense.
- Mechanics that cannot workFilter holders with an unusually high number of slots, rings without a visible thread, or parts that merge into one another.
- Illogical reflectionsReflections in the glass do not match the surroundings, or the glass reflects nothing at all when it should.
- Scenes that are too perfectSmooth, almost plastic-looking surfaces and lighting that seems too good to be true.
- No name on the imageReal photos usually have someone behind them who is credited. If there is no information at all, it is worth taking a second look.
No single sign is proof. But if you notice several of them, it is better to ask before you buy: us or an authorised NiSi dealer.
Photography remains a craft
AI will continue to evolve and play an ever greater role in creative professions. That is fine, as long as it supports people rather than replacing them. We love photography. We love the images you create with our filters, the stories behind them and the talent in this community. We want to keep supporting that talent.
That is why we show you real photos by real people. Today and in the future.
Frequently asked questions
Are the product images on nisioptics.at real photos?
Yes. All images showing NiSi products are real photographs. If we find anything in older content that does not meet our principles, we replace it.
Don’t you use AI at all?
We use AI where it helps us as a tool, for example for design and layout. But we never have photos or product images created by AI. That is exactly what our policy says.
Why does this matter so much for filters in particular?
Because a filter’s effect only becomes visible in a real photograph. An AI image can show a perfect long-exposure effect or a clean sky gradient without any filter ever being involved. On top of that, with holders, adapters and magnetic systems, small details determine compatibility with your gear.
Does this also apply to dealers who sell NiSi?
Yes. Our policy applies to all authorised NiSi dealers, distributors and marketing partners: in advertising, on social media, on websites and in all other marketing materials. Where AI-generated product images are in use, we require them to be replaced with real photos.