Liz Miller Gershfeld
Liz Miller Gershfeld spent 23 years as an executive art producer at a creative ad agency, on photo sets and in the rooms where decisions get made about who gets hired, what gets made, and what an image is allowed to be. She left in 2022 and walked straight into the most disorienting creative moment of her career. She's been in it ever since. Working under the name Not Liz AI, she makes short films, builds experimental tools, and collaborates with clients, bringing everything she learned about craft, intention, and creative judgment into a space that is still very much being figured out. She doesn't have a tidy answer for what AI means for image-making. She has a practice, a lot of questions, and a genuine belief that the people who've spent years caring about how images are made are exactly the ones who should be in this conversation.
This session explores what carries over from established creative practice into generative workflows, including artistic judgment, authorship, editing, and visual thinking itself. Rather than focusing on tools alone, the conversation turns to enduring creative questions: How do we recognize coherence in an image? What decisions remain fundamentally human? When possibilities multiply, does judgment matter more, not less? Drawing on backgrounds in photography, art production, consulting, editing, and experimental practice, Beth Huerta and Liz Miller-Gershfeld approach the session as a live conversation rather than a lecture, using examples and audience participation to examine how creatives can engage emerging tools without abandoning the discernment, perspective, and values they already bring to their work.
Liz introduces photographers to vibe coding, the practice of using large language models to write functional code without any developer background. Through a live demo, she shows how a creative producer mindset is all you need to build tools, apps, and interactive art pieces that expand your practice in unexpected directions.
An honest conversation with photographers and industry professionals about what it takes to build and sustain a career in commercial photography. Pricing, client communication, dry spells, this panel gets into the parts of the photography business that you can't afford to overlook.
Drawing on her 23 years as an art producer and her own creative practice using AI tools, Liz invites photographers to move past fear and competition and into genuine curiosity about using AI.
A forward-looking conversation on how AI is being incorporated into commercial photography workflows, from pre-production ideation to post-production delivery. Panelists share how these tools are reshaping the industry and what photographers need to know to stay relevant, creative, and competitive.
A forward-looking conversation on how photographers and creatives are incorporating AI into their work, exploring the creative, ethical, and practical dimensions of a technology that isn't going anywhere. Grounded in curiosity rather than fear, the panel aims to leave attendees more informed and more empowered.
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