What happens when one of the world’s most influential photographers meets the most disruptive technology of our time? In this episode, we speak with Rankin, the legendary British image-maker, about his latest project Faik Off – an exhibition and magazine that explores the ethical, creative, and existential implications of artificial intelligence in photography. As AI tools become more powerful and accessible, Rankin has chosen to confront the technology head-on. What he found was both creatively liberating and deeply unsettling.
In this conversation, we cover:
- The making of Faik Off, a 420-page AI-powered magazine exploring art, ethics, and identity.
- Why Rankin describes working with AI as “dirty, exciting, and terrifying.”
- How AI is challenging traditional notions of authorship, taste, and creativity.
- The legal minefield of AI-generated content — and why the magazine can’t be shipped outside the UK.
Hosted by:
Konrad Olsson, Editor-in-chief and founder, Scandinavian MIND
Erik Olofsson Haavikko, Creative Director and co-founder, Scandinavian MIND.
Key takeaways
1. AI feels both liberating and fake.
Rankin describes his deep dive into AI as creatively thrilling but existentially hollow. “Once I was in, I was like, wow, this is nuts. This is absolutely crazy,” he says. Despite the speed and power of AI tools, Rankin admits, “At the end, I felt empty… you’re creating ghosts.” The lack of human interaction in the creative process left him craving real-world connection — and made him want to pick up his camera again.
2. Taste is the new talent.
With AI generating endless imagery, the role of the photographer is shifting from creator to curator. “Taste is becoming the ultimate currency,” Rankin says. He emphasizes that most AI-generated content is “fantasy-based, soulless,” but it’s how you use it — what you reject, refine, or reframe — that sets you apart. “This is not a magazine anyone could make. It’s a magazine only me and my team could make.”
3. AI will eat the bottom of the creative industry.
Rankin believes AI will replace many of the entry-level tasks in fashion, advertising, and publishing. “Lookbooks? Gone. Junior writers? Gone. Treatment writers? Gone,” he warns. “That lower end of creativity where we all start — that’s where AI will hit hardest.” He stresses the importance of learning foundational skills before relying too heavily on machines, comparing AI to GPS: “If you always use a sat nav, you’ll never learn to find your own way.”
4. The human connection will gain value.
Despite the rise of AI, Rankin believes high-end, emotionally resonant work will endure. “What I bring to a photo shoot — the human interaction — that’s going to still be needed,” he says. From portraiture to documentary-style work, Rankin argues that “made by human” will soon become a mark of authenticity. “I think the value of that connection is going to go up, not down.”
5. The genie is out of the bottle — engage with it critically.
Rankin urges creatives not to avoid AI, but to approach it with critical thinking. “You can’t critique something if you don’t understand it,” he says. Yet he’s also deeply wary of how easily AI agrees with you. “It’s like that terrible best friend that just always agrees with everything you say. They’re not really your best friend.” For Rankin, the goal isn’t to replace photography — it’s to confront the future of creativity with eyes wide open.
