What is promptography?

Promptography (Promptography) refers to the control by a human of AI software when creating images. The word was coined by visual artist Christian Vinces, winner of the prestigious Sony World Photography Award. Vinces refused the prize for his black and white photo Pseudomnesia, and with his actions sought and received attention for the impact of AI (artificial intelligence) on how we experience images and photos.

We think we see an image taken by a camera, but in reality the image is generated by AI. Where we are used to a photo being a snapshot (a memory) of a moment that actually happened in front of the camera, AI software makes it possible to create a pseudo (fake) reality. A reality that never existed.

Application of promptography

Promptography is applied in the creative process where, for example, images (‘photos’) are created by giving prompts (instructions) to an AI program, without, in the case of photography, using a camera. While traditional photo taking captures our actual reality, promptography has become key to directing artificial intelligence (AI) to perform specific tasks and generate creative output.

Difference between photos and AI footage

A photo and an AI-generated photo differ significantly in their origins and characteristics. A traditional photograph is a direct recording of the real world, taken by a camera. It is a representation of what was actually there at the time of recording, and therefore often contains a high degree of realism and detail.

While traditional photos are a record of reality, AI-generated photos are creations of a computer, based on what the computer has “learned” from other images and data, and can vary in style and content based on its programming. These photos are generated based on patterns and data the model has learned during training. The resulting images depend on the input and the goal of what you want to achieve.

Promptography in practice

At Monkeybridge we regularly apply promptography to generate AI visuals for clients. In this way we are able to generate images in an efficient and accelerated manner without using photographers, photo studios, models or actors. Everything is 100% virtual. 

For example, we have generated powerful images for campaigns for ZorgDomein and communication expressions used by Zorgdomein at general practices. This has been addressed by Monkeybridge through optimal use of advanced AI image software

Example application promptography for ZorgDomein