Guild Council statement on AI, technology and the future of freelance work
The British Guild of Agricultural Journalists exists to represent professional writers, photographers, videographers and broadcasters working across agriculture, food and the countryside.
New technology, including artificial intelligence, stock imagery platforms and mobile phone content creation, is now reshaping how content is commissioned and produced.
Innovation is bringing about opportunities for members to broaden their service offering and make efficiency gains.
However, as was discussed in the Guild’s recent four-week AI course, it is also creating very real pressures for agricultural communications professionals across all disciplines.
This is being felt particularly hard in the photography and videography space at present, but we fully expect this trend to affect every member – to varying degrees – as technology continues to advance.
Who is being affected?
Guild photographers and videographers are seeing budgets disappear altogether, or work replaced with stock imagery that bears little relevance to UK farming and rural life. Drone operators are expected to meet strict regulatory standards while competing with unlicensed or under-resourced alternatives.
While these decisions are easy to justify in the context of a project’s budget, the cumulative effect is a shrinking pool of professionals with agricultural expertise serving the sector.
The Guild is a huge supporter of access to technology for ag-comms professionals, evidenced by its recently-introduced Podcast of the Year Award, and various training courses which helped upskill its members.
But the organisation is deeply concerned over issues of quality, accuracy, and fairness which have surfaced in the past two years. What we oppose is technology being used as a shortcut to avoid fair commissioning, proper licensing and professional respect.
Our members live and breathe farming and the countryside. They know it better than anyone. They have the contacts, the knowledge and the understanding to deliver a service far beyond that of a computer.
We understand why budgets are being cut while the industry endures a period of enormous uncertainty. But we are asking for the skills and expertise of our members to not be forgotten.
What action is being taken?
The Guild’s Council will be taking the following action in the short term while it meets to discuss a longer-term strategy for protecting its members’ interests.
- We are writing directly to agricultural PR agencies, communications teams, commissioning editors, sponsors, and allied industry representatives to highlight the unintended consequences of current commissioning trends and to ask for more responsible, transparent and respectful practices when working sourcing content.
- We are improving visibility of our Farming Media Centre database of members on our website, making it easier for organisations to identify and commission professional writers, photographers, videographers and drone operators within the Guild.
- We are also exploring ways to better support photographers and videographers through links to members’ own image libraries, allowing clients access to high-quality UK imagery while ensuring creators retain control of their work.
- Alongside this, the Guild continues to look at training, diversification and support routes, including signposting to retraining opportunities, guidance on professional standards and engagement with the Guild’s Charitable Trust where hardship can be demonstrated.
Agriculture is changing, and so is the sector’s communications sphere. The Guild believes that long-term quality cannot be sustained without fair access to work, realistic budgets and respect for professional skills.
We will continue to advocate for our members, challenge poor practice where we see it, and work constructively with clients and commissioners who value high standards.
*If you, or someone you know, is struggling, please reach out to the BGAJ Charitable Trust, or to a member of Guild Council. You are not alone.
Your BGAJ Council
Resources:
The Guild Council’s letter to industry: An open letter to commissioning editors, marketers, sponsors and communications leads across British agriculture
