One signal

Luma has published a guide to using AI to change the lighting in existing product photos, rather than rebuilding a shoot when a campaign needs a different look. It says the approach can preserve product placement, colour and composition while adjusting light and shadows.

The guide describes uses including seasonal catalogue updates and applying a consistent lighting style across batches of products. Luma says its system analyses scene depth, materials and existing light sources to make those changes; the guide is the company’s account of the results, not independent testing. There is still a familiar catch: Luma says clean, well-exposed source images give the tools more room to work. The shift is from treating lighting as fixed at the moment of capture to making it an editing decision afterwards.

Discuss: How much would you trust AI relighting to change a product image before you would insist on a reshoot?

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