83.9% of Photographers Report "Unstable Income" / In the AI Era, "Human Skills" Valued Over "Technical Skills"

Press Release

March 31, 2026

aMi Co., Ltd.

83.9% of Photographers Report "Unstable Income" / In the AI Era, "Human Skills" Valued Over "Technical Skills"

aMi Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Yuka Fujii), which operates "AMI PHOTO," a matching platform that supports photographers' order-taking activities, recently conducted a "Survey on Photographers' Working Styles and Income" targeting approximately 200 professional photographers nationwide. The results revealed that while 83.9% feel their income is unstable, the deciding factor for being chosen in the AI era is shifting from mere photography skills to "human value" such as communication skills and trust.

■ Survey Summary

- Approximately 70% of photographers have experienced a "change in role" in the past three years. The era now demands not only photography but also editing and SNS management.

- The most important skill in the AI era is "communication skills" (72.1%). There is a tendency to prioritize human skills over technical skills.

- The biggest reason clients repeatedly choose a photographer is "personality and communication" (78.3%).

- 83.9% reported "unstable income." Seasonal fluctuations and declining unit prices are the main causes.

- 85.9% recognize the necessity of a photographer support platform.

■ Why This Survey Now?

Against the backdrop of evolving generative AI and expanding demand for SNS and video content, the roles required of photographers are undergoing significant changes. While added values such as on-site responsiveness, experience design, and continuous relationship building are emphasized in addition to photography skills themselves, the difficulty of acquiring projects and forming prices remains a major challenge. This survey was conducted with the aim of clarifying what photographers on the ground value and what kind of support they need amidst these environmental changes.

■ Survey Outline

Survey Name: Survey on Photographers' Working Styles and Income

Survey Period: March 18 - March 22, 2026

Target Audience: Professional photographers nationwide (including freelancers)

Valid Responses: Approximately 200 people

Survey Method: Internet survey

■ Survey Result ①: Approximately 70% Responded That "The Role of Photographers Has Changed"

In the past three years, the roles required of photographers have changed significantly. 68.2% of photographers responded that they are now "asked to do not only photography but also editing and SNS management," revealing that the scope of work has expanded beyond traditional "photography only."

■ Survey Result ②: "Communication Skills" Are Important in the AI Era. "Personality" Is Key to Repeat Business

With the spread of AI technology, the skills required of photographers are also changing. The most important skill is considered to be "communication skills" (72.1%), followed by "branding ability" (58.4%) and "data analysis ability" (45.6%).

Furthermore, the biggest reason clients repeatedly choose a photographer is "personality and communication" (78.3%), surpassing technical skills (65.2%). This indicates that even in the AI era, "building trust," which only humans can do, is of utmost importance.

■ Survey Result ③: 83.9% Reported "Unstable Income"

When asked about the stability of photographers' income, 83.9% responded that they "feel it is unstable." The main reasons cited were "seasonal fluctuations" (71.4%), "declining unit prices" (58.9%), and "difficulty in acquiring new customers" (52.3%).

■ Survey Result ④: 85.9% Recognize the Necessity of a Platform

Looking ahead to industry changes over the next five years, 85.9% responded that they "think a platform to support photographers is necessary." It was found that there is a high demand for "project matching," "transactions at appropriate prices," and "portfolio display."

■ Survey Result ⑤: Why Is the Value of Photography Not Fairly Evaluated? 85.9% of Photographers Demand New Infrastructure

A survey on support needs looking ahead to the next five years revealed that 85.9% of responding photographers recognize the necessity of a platform. Specifically, the functions most sought after are:

・Project matching

・Transactions at appropriate prices

・Portfolio display

There is a strong expectation for a foundation that appropriately connects "opportunities" and "evaluation."

On the other hand, as a concrete challenge in daily order-taking activities, 67.5% of photographers responded that it is "difficult to receive orders at appropriate prices," highlighting the reality that they are not receiving sufficient compensation for their photography skills and the value they provide.

These results suggest that there is an urgent need to develop a platform that not only introduces projects but also realizes "fair value evaluation" and "sustainable transactions."

■ Representative's Comment

Yuka Fujii, Representative Director of aMi Co., Ltd., commented as follows:

"With the evolution of AI, the value of 'photographic works' themselves is relatively changing. On the other hand, the roles required on set are expanding, and 'value that only humans can provide,' such as the ability to respond to a wide range of needs, experience design on site, and building relationships with clients, is becoming even more important.

This survey also revealed that what is needed for photographers to be chosen in this era is not just photography skills, but 'human value' such as on-site responsiveness, communication skills, and trust.

However, there are still structural issues where the burden of peripheral tasks such as project acquisition, scheduling, and見積もり (quotations) is large, and photographers are unable to allocate sufficient time to creative work and customer experience, which they should originally focus on.

AMI PHOTO aims to redefine the way photography exists in the AI era and evolve photography into a social infrastructure by resolving these inefficiencies with technology and mechanisms, thereby creating an environment where photographers can maximize their 'human value.'"

■ Summary

This survey revealed that the photography industry is at a turning point where "role sophistication" and "income structure instability" are progressing simultaneously. Even in the AI era, the deciding factors for being chosen are human responsiveness and trust, and there is an urgent need to create a system that appropriately evaluates this value and leads to sustainable transactions. AMI PHOTO will contribute to the sustainable development of the photography industry by creating a market environment where the value of photographers is fairly recognized.

■ About AMI PHOTO

AMI PHOTO is a photography platform that provides a mechanism for photographers to be active worldwide with their skills, without relying on region or personal connections.

Traditionally, photographers' work has tended to rely on referrals and personal networks, leading to structural problems where even skilled individuals may not have opportunities or be evaluated at appropriate prices.

AMI PHOTO supports everything from project matching to scheduling, payment, and delivery, allowing photographers to concentrate on their core value of "photography" and "experience creation" without being burdened by sales and administrative tasks.

This enables photographers to access opportunities across geographical and linguistic barriers, and clients can quickly find qualified professionals.

AMI PHOTO aims to evolve photography from a mere one-off task into an "infrastructure" accessible to everyone, and to foster photographers who can be active globally.

Service URL:

https://ami.photo/

■ Company Profile

Company Name: aMi Co., Ltd.

Location: Setagaya-ku, Tokyo

Representative: Yuka Fujii, Representative Director

Established: October 2014

Business Activities: Planning, development, and operation of the photographer matching platform "AMI PHOTO"

■ Contact for this matter

aMi Co., Ltd. Public Relations

E-mail: press@ami.photo

TEL: 080-9422-2580