Trends in Commercial Photography for 2025
- James Robinson
- Apr 1
- 2 min read
The world of commercial photography is constantly evolving, shaped by shifting consumer expectations, new technology, and changes in how brands communicate visually. As we head into 2025, several key trends are emerging that are set to redefine how businesses approach photography.
From hyper-personalised brand visuals to AI-driven production, here’s what’s shaping commercial photography in 2025.
1. Authenticity Over Perfection
Highly polished, overly curated imagery is taking a back seat to raw, real, and authentic storytelling. Consumers are gravitating toward brands that feel relatable, and that means less Photoshop, more natural lighting, and capturing genuine human interactions.
Expect to see a rise in candid, documentary-style photography in advertising, with brands moving away from rigidly staged shoots in favour of dynamic, in-the-moment content.
2. AI as a Creative Tool, Not a Replacement
AI-generated visuals are becoming more sophisticated, but rather than replacing photographers, AI is acting as an enhancement tool. Automated background removal, AI-assisted lighting adjustments, and intelligent upscaling are speeding up workflows, allowing photographers to focus more on creative direction.
However, brands still crave original, high-quality imagery that resonates with their audience. AI can assist, but human-led photography remains the gold standard for storytelling and brand identity.
3. Sustainability & Eco-Conscious Visuals
Consumers are increasingly aware of environmental issues, and brands are responding by incorporating sustainability into their visuals. This means more shoots featuring natural environments, minimal production waste, and an emphasis on ethical storytelling.
Eco-conscious photography is also influencing aesthetic choices. Expect muted, earthy tones and an increase in outdoor shoots over studio-based productions.
4. Vertical-First Photography for Social Media
With TikTok, Instagram Reels, and YouTube Shorts dominating digital marketing, brands are prioritising vertical-first photography. Campaigns are being designed specifically for mobile-first consumption, with imagery that works seamlessly across platforms like Instagram Stories and LinkedIn posts.
This shift means photographers must think beyond traditional aspect ratios and shoot with adaptability in mind, ensuring content can be repurposed across different channels.
5. Bold, Experimental Colours & Lighting
While natural and documentary-style imagery is growing, there's also a counter-trend of brands embracing bold, dynamic visuals - think high-contrast colours, neon lighting, and creative use of gels. This aesthetic is particularly popular in fashion, tech, and beauty industries looking to stand out in an oversaturated digital space.
Expect 2025 to bring a mix of hyper-real, stylised commercial photography alongside more raw and unfiltered storytelling.
Final Thoughts
Commercial photography in 2025 is about balance between authenticity and innovation, AI and human creativity, sustainability and high-impact branding. Whether it's real-life storytelling or bold, eye-catching visuals, brands are leaning into photography that feels purposeful, adaptable, and emotionally engaging.
For photographers, staying ahead means understanding these shifts and adapting both creatively and technically to deliver imagery that truly connects with audiences.