The Decisive Moment - Thinking about Imagery in the Age of AI

Why do some images resonate while others fade instantly? Henri Cartier-Bresson described photography as the decisive moment — when authenticity, spontaneity, and composition align. These are the images that feel alive, not staged; real, not over-curated. But as AI-generated visuals become indistinguishable from real photography, that decisive moment is shifting. Meaning is no longer guaranteed by the image itself — it is created through storytelling, intent, and curation. For brands, this means the decisive moment has evolved: from the instant of capture to the choices around which images we preserve, share, and frame within a narrative.