The Hasselblad Masters 2026 has taken a bold stance against AI-generated content, disqualifying a photographer accused of using generative artificial intelligence (AI) to create one of their submissions.
The Accused Photographer
Photographer Lucas Peters, who had not publicly disclosed his use of AI, was among the 70 finalists announced by Hasselblad in March. However, rumors began circulating that Peters’ winning image, titled “Midnight Eclipse,” had been created using an AI tool like DALL-E or Midjourney, which generate images from text prompts.
Hasselblad’s decision to disqualify Peters comes as the photography community grapples with the implications of AI-generated content. Many argue that AI tools are becoming increasingly sophisticated, posing a significant threat to the authenticity of creative work.
The Hasselblad Statement
In a statement, Hasselblad emphasized the importance of maintaining the integrity of their competition. “Hasselblad Masters is about recognizing the best photographers in the world, not about AI-generated content,” said Lars Montelius, Hasselblad’s Director of Marketing. “We take a strong stance against AI-generated images, as they undermine the very essence of photography.”
The statement also highlighted the need for transparency in the use of AI tools, stating that photographers must clearly disclose when they use AI-generated content in their work.
What this means
This move sets a precedent for the photography industry, which has been slow to adapt to the rise of AI-generated content. As AI tools continue to improve, expect more competitions and organizations to follow Hasselblad’s lead in enforcing strict guidelines around AI-generated content.
