When Kodak filed for bankruptcy in 2012, it wasn't just the end of an iconic brand—it was the tombstone marking the grave of a centuries-old apprenticeship system that had been the backbone of professional photography education. Today's Instagram-famous photographers may command six-figure day rates, but they've never experienced the foundational learning that came from spending years in the trenches as a photography assistant, and the industry is weaker for it.
The elimination of the photography assistant role didn't happen overnight, but the digital revolution accelerated a process that has fundamentally altered how photographers learn their craft. What we've gained in technological convenience, we've lost in mentorship depth, technical precision, and the hard-earned wisdom that only comes from years of handling the most expensive mistakes on someone else's dime.
The Golden Age of Apprenticeship: When Learning Had Consequences
The Architecture of Traditional Learning
For over 150 years, photography operated on a master-apprentice model that would have been familiar to medieval craftsmen. The photography assistant wasn't just someone who carried equipment—they were the critical link in a knowledge transfer system that had evolved alongside the medium itself. From the albumen print era through the height of film photography in the 1990s, the assistant's role served as both quality control and graduate school rolled into one unpaid (or barely paid) position.
Richard Avedon's longtime assistant, Gideon Lewin, spent years learning not just how to load an 8x10 camera, but understanding why Avedon chose specific focal lengths for psychological impact. Irving Penn's assistants didn't just mix chemicals in the darkroom—they learned to read the subtleties of platinum printing that separated museum-quality work from commercial adequacy. These weren't internships; they were multi-year residencies in applied visual excellence.
The Economic Engine of Education
The assistant system worked because it solved multiple problems simultaneously. For established photographers, assistants provided skilled labor at below-market rates while handling the time-intensive technical aspects of film photography. For aspiring photographers, the position offered access to high-end equipment, professional workflows, and most importantly, the opportunity to observe master-level decision-making in real-time.
Consider the typical day for a fashion photography assistant in 1995: arriving early to load film backs, calculating exposure compensation for Fuji Velvia's notorious characteristic curves, mixing chemistry for custom color processing, and managing a medium format workflow that could easily cost $500 in film and processing for a single look. By day's end, they had witnessed dozens of micro-decisions about lighting ratios, lens choices, and composition that would have taken years to discover independently.
The financial commitment alone created a natural filter for serious students. When a day's shoot could burn through thousands in film costs, every exposure carried weight. Assistants learned precision because imprecision was financially catastrophic. They also learned if the less glamorous reality of photography was really for them.
The Technical Foundation: What Digital Natives Never Learned
The Lost Art of Exposure Mastery
Modern photographers often misunderstand what assistants actually learned during the film era. It wasn't just about loading magazines or adjusting light stands—it was about developing an intuitive understanding of exposure that simply cannot be replicated in the digital environment. When working with slide film, exposure tolerance was measured in quarter-stops. Miss by a third of a stop, and a $50,000 advertising shoot became a very expensive learning experience.
Assistants didn't just learn to operate a light meter—they learned to read the relationship between incident and reflected light in ways that informed choices. They understood why one might choose Kodachrome 25 for its unique color palette, despite its slow speed requiring larger lighting setups. They grasped the technical reasoning behind preference for natural light and fast lenses, understanding how grain structure and contrast affected emotional impact.
This knowledge base extended far beyond simple technical operation. Assistants learned the subtle differences between emulsion batches, how temperature and humidity affected film response, and why certain combinations of camera, lens, and film produced specific aesthetic results that couldn't be easily replicated. A seasoned assistant could identify whether a shot was taken on Tri-X or o something else by examining grain structure, or determine if color correction filters were used based on shadow detail characteristics.
The Darkroom as Laboratory
The darkroom served as the ultimate learning laboratory, where assistants gained hands-on experience with the chemical processes that determined final image quality. Working alongside masters, assistants learned that printing wasn't just about making pictures lighter or darker—it was about interpreting the photographer's vision through precise chemical manipulation.
The complexity of traditional printing required deep technical knowledge that had to be learned through repetition and mentorship. Understanding printing techniques, dodging and burning strategies, and chemical timing required hundreds of hours of practice under expert guidance, learning to read silver densities and predict how contrast filters would affect final tonality.
Assistants working in commercial color labs learned even more complex skills. Color printing in the pre-digital era required understanding color temperature relationships, filtration effects, and emulsion characteristics that varied between manufacturers and even batch numbers. They learned to evaluate color casts, using their understanding of color theory to predict how corrections would affect skin tones, product colors, and overall image mood.
The Digital Revolution: Efficiency Over Education
The Democratization That Destroyed Mentorship
The introduction of digital capture technology in the late 1990s fundamentally altered the economic equation that had sustained the assistant system. When the Kodak DCS 460 offered 6-megapixel capture in 1995 for $28,000, it seemed impossibly expensive. But eventually, compared to the ongoing costs of film and processing, digital capture promised long-term savings that would transform the industry's cost structure.
The transition accelerated rapidly once sensor quality reached professional standards. The Canon EOS-1D, released in 2001, offered 4.15-megapixel capture at $6,500—still expensive, but within reach of serious professionals. More importantly, it eliminated the ongoing costs of film and processing that had made assistant labor economically viable. When photographers could take unlimited test shots at no additional cost, the value proposition of skilled assistance diminished dramatically.
Digital capture also compressed the learning curve in ways that fundamentally altered skill development patterns. Where film photography required understanding exposure theory before touching a camera, digital photography enabled a trial-and-error approach that seemed more efficient but often bypassed critical learning stages. The instant feedback of LCD screens eliminated the contemplative process that had forced photographers to think through exposures before making them.
The Instant Gratification Trap
The immediate feedback loop of digital photography created an illusion of rapid skill development that masked significant knowledge gaps. When every shot could be previewed instantly, photographers could achieve acceptable results without understanding the underlying principles that governed image quality. The instant review became a crutch that replaced true understanding of exposure relationships, and automatic white balance eliminated the need to understand color temperature theory.
This shift had profound implications for skill development. Film photography required understanding the entire image creation process from capture through output. Digital photography fragmented this process. The result was a generation of photographers who could operate sophisticated cameras but lacked the comprehensive technical foundation that had been the hallmark of assistant-trained professionals. Of course, this isn't to insult modern photographers or imply they lack skill, rather to acknowledge that by fragmenting the process, digital inadvertently reduced the total amount of control most photographers wielded over the creative process.
The proliferation of automated camera functions accelerated this trend. When the Canon EOS 5D Mark II was released in 2008, its advanced metering and exposure systems could produce acceptable results in a variety of situations. The camera's ability to capture clean images at ISO 800 or even 1600 eliminated the need for the careful lighting control that had been essential in the film era. Photography became more accessible, but also more superficial.
The Skills Gap: What We Lost in Translation
The Reduction of Technical Precision
The most immediate casualty of the assistant system's demise was technical precision. Photographers who learned during the film era developed an intuitive understanding of light quality, exposure relationships, and color theory that simply cannot be replicated through digital experimentation alone. They understood that Kodachrome's unique color palette wasn't just aesthetic preference—it was the result of specific dye layering techniques that created particular contrast and saturation characteristics.
The Erosion of Problem-Solving Skills
Perhaps more significantly, the assistant system fostered problem-solving skills that extended far beyond technical operation. When equipment failed during a major shoot, assistants learned to improvise solutions using available resources. They developed the MacGyver-like ability to create professional results with minimal equipment, understanding that creativity often emerged from constraints rather than unlimited options.
These skills proved invaluable throughout their careers. Photographers who had spent years troubleshooting film advance mechanisms could diagnose camera malfunctions by sound alone. Those who had learned to read lighting by observing shadow quality could achieve complex setups with minimal equipment. The depth of understanding that came from hands-on experience with fundamental technologies created a problem-solving foundation that served them regardless of technological changes.
While technical information is more accessible than ever, the intuitive understanding that comes from hands-on experience cannot be easily transferred through digital media. Young photographers often know what to do but struggle to understand why particular approaches work, limiting their ability to adapt when standard solutions fail.
The Loss of Client Management Skills
The assistant system also served as business school, where aspiring photographers learned client management, project coordination, and professional communication skills. They observed how master photographers handled difficult clients, managed complex productions, and maintained relationships that sustained decades-long careers. These soft skills were often more valuable than technical knowledge, determining the difference between successful and struggling professionals.
Client interaction in the film era required different skills than modern photography. When retakes were expensive and time-consuming, photographers had to get results right the first time. Assistants learned to read client body language, anticipate needs, and defuse tensions before they affected productivity. They witnessed the diplomatic skills required to maintain creative vision while accommodating client demands and learned to navigate the complex politics of commercial productions.
Modern photographers often struggle with these aspects of professional practice. The ease of digital retaking has reduced the pressure to get things right initially, but it has also eliminated many opportunities to develop the interpersonal skills that distinguish successful professionals from talented amateurs. The result is a generation of technically competent photographers who struggle with the business and relationship aspects of professional practice.
Modern Alternatives: How Knowledge Transfers Today
The YouTube University Phenomenon
The democratization of photography education through online platforms has created unprecedented access to technical information. Photographers have built substantial followings by sharing techniques that once required years of apprenticeship to learn. The quality of available content is often excellent, and the variety of perspectives available far exceeds what any single mentor could provide.
However, this information abundance comes with significant limitations. Online education excels at transferring explicit knowledge—technical settings, equipment recommendations, and step-by-step processes—but struggles with conveying experience (through no fault of its own). The nuances one might learn from observing a master photographer for a year or two are very difficult to convey.
To be clear, the democratization and increased accessibility of knowledge is a wonderful thing, but we've done a poor job of ensuring we cover everything a budding professional needs to know.
Workshop Culture and Its Limitations
Photography workshops have emerged as a popular alternative to traditional apprenticeship, offering intensive learning experiences with accomplished professionals. Events like the Santa Fe Photographic Workshops or the Maine Photographic Workshops attract hundreds of photographers seeking concentrated skill development. These programs can provide valuable exposure to new techniques and creative approaches.
But workshops face inherent structural limitations that prevent them from fully replacing assistant-based learning. The compressed timeframe—typically days or weeks rather than years—limits depth of skill development. Participants learn techniques but don't develop the muscle memory and intuitive understanding that comes from extended practice. The artificial environment of workshops also fails to replicate the real-world pressures and problem-solving requirements of professional practice. The economics of workshops also create different incentive structures than traditional apprenticeship. Workshop leaders are incentivized to provide immediate value and positive experiences rather than the sometimes harsh feedback that characterized master-apprentice relationships. The result is often more encouraging but less rigorous education that fails to prepare students for professional realities.
Digital Communities and Peer Learning
The strength of these communities lies in their diversity and accessibility. A photographer in rural Montana can receive feedback from professionals in New York, Tokyo, and London, gaining perspectives that would have been impossible in traditional mentorship models. The democratic nature of online critique also eliminates some of the hierarchical barriers that could limit learning in traditional assistant relationships. However, the quality and consistency of online feedback vary dramatically. Without the filtering mechanism of professional reputation, advice from experts mingles with opinions from amateurs in ways that can confuse rather than educate developing photographers. The lack of real-world consequences also means that bad advice often goes unchallenged until someone attempts to apply it professionally.
The Cost of Convenience: Long-term Industry Impacts
The Homogenization of Visual Style
One of the most significant long-term consequences of the assistant system's demise has been the homogenization of visual style across commercial and fine art photography. When photographers learned through apprenticeship, they absorbed the aesthetic philosophy and technical approach of their mentors, then evolved personal styles that built upon those foundations. This created a rich ecosystem of diverse visual approaches rooted in deep technical understanding.
Modern photography, often dominated by social media, tends toward standardization rather than differentiation. The most popular Instagram accounts establish visual trends that are rapidly copied across the industry. The ease of digital post-processing enables photographers to achieve similar looks quickly.
The Devaluation of Technical Expertise
The democratization of photography through digital technology and online education has contributed to a broader devaluation of technical expertise within the industry. When anyone can produce acceptable results, the market value of deep technical knowledge has declined relative to other skills like marketing and social media management. This shift has profound implications for professional photography. Clients increasingly struggle to distinguish between technically competent and technically excellent work, leading to downward pressure on pricing for all photographers. The result is a market where marketing often matters more than technical and artistic quality, reversing decades of increasing professionalization within the industry.
The Loss of Institutional Memory
Perhaps the most serious long-term consequence of the assistant system's disappearance is the loss of institutional memory within the photography industry. The master-apprentice model had served as the primary mechanism for transferring not just technical knowledge but also professional wisdom, ethical standards, and creative philosophy from one generation to the next. This knowledge transfer included subtle but important elements like knowing which clients were reliable, how to structure contracts to protect creative interests, and which business practices were sustainable over decades rather than months. Assistants learned not just how to take pictures but how to build careers that could weather technological and economic changes. Without this knowledge transfer mechanism, each generation of photographers must rediscover fundamental principles that previous generations had already established. The result is repeated mistakes, reduced professional standards, and a general weakening of the industry's collective knowledge base.
Lessons for the Digital Age: Rebuilding Mentorship
While the traditional assistant system cannot be fully restored in the digital age, elements of its effectiveness can be recreated through deliberate effort. Forward-thinking photographers have begun developing modified mentorship programs that combine digital convenience with hands-on learning experiences. These programs typically involve extended relationships between experienced professionals and developing photographers, structured around real projects rather than artificial exercises. The key is creating learning experiences that involve meaningful consequences and real-world application. Some commercial photographers have begun offering extended internships that combine traditional assistant duties with structured skill development programs. Participants gain hands-on experience with professional workflows while receiving systematic education in technical and business skills.
One of the most important lessons from the assistant era is the educational value of constraints. When film was expensive and mistakes costly, photographers developed careful, methodical approaches that served them throughout their careers. Modern educational programs can recreate these benefits by artificially imposing similar constraints on digital shooting. These exercises force students to think through exposures and compositions more carefully, developing the same contemplative approach that characterized film photography. Limiting themselves to prime lenses, natural light only, or specific color palettes can force creative growth that wouldn't occur under unlimited digital freedom. The key is recognizing that constraints often enhance rather than limit creativity.
The key is that developing the deep technical understanding that characterized assistant-trained photographers requires deliberate effort in the digital age. This means going beyond camera operation to understand the physics of light, the psychology of color, and the mechanics of image formation. It requires study of traditional techniques not for nostalgic reasons but for the foundational knowledge they provide. Modern photographers should seek opportunities to work with film, even if they primarily shoot digital. Understanding how different emulsions respond to light, how darkroom chemistry affects final images, and how printing techniques influence visual impact provides insights that cannot be gained through digital experimentation alone. This knowledge informs digital work in subtle but important ways.
Conclusion: The Path Forward
The death of the photography assistant represents more than just the elimination of entry-level positions—it marks the end of a knowledge transfer system that had served photography for over a century. The industry has gained efficiency and accessibility, which is undoubtedly important, but lost depth and institutional wisdom in ways that continue to affect professional practice.
However, this transformation also presents opportunities for those willing to recognize and address the knowledge gaps created by rapid technological change. Photographers who combine digital convenience with traditional understanding, who seek structured learning experiences in addition to quick tutorials, and who value depth over breadth will continue to distinguish themselves in an increasingly crowded field.
The future of photography education likely lies not in returning to the past but in consciously recreating the most valuable elements of traditional apprenticeship within modern technological frameworks. This means emphasizing hands-on experience over theoretical knowledge, seeking mentorship relationships despite their decreased availability, and recognizing that true expertise requires time and dedication that cannot be compressed into workshop formats or online tutorials.
The death of the photography assistant may be irreversible, but the knowledge they preserved and transmitted remains as relevant as ever. The challenge for modern photographers is finding new ways to access and develop that knowledge without the structured learning environment that once made it inevitable. Those who succeed in this effort will not only advance their own careers but help ensure that photography's hard-won wisdom survives.
Alex. Man....
Seasoned professional here, over 20 years in the game of commercial advertising photography. This article couldn't be more wrong.
Digital didn’t kill photo assistants. It valued and diversified their roles because deadlines got tighter and lighting got more complex. Just look at Nike ads from the 90's vs the 2020's. What we're doing today is vastly more complicated, and being done in 1/4 the time. What used to take a day or two because you're waiting on test strips from the lab or proof prints (because polaroids looked so bad) we now routinely do in a morning. The teams working on this work are just so much more proficient at their jobs, saying digital killed them off is completely disingenuous.
Today’s assistants command $500–$800/day (versus $100–$200 in 1995) because they’re not just hauling gear but they're also troubleshooting digital backs, complex power packs, calibrating color on set, doing on-site retouching, and managing high-stakes, zero-margin workflows and file managment. The rise of DITs and Digitechs has created new apprenticeships in color science, data management, and live grading, while seasoned photographers offer paid “associate” programs that blend hands-on digital duties with mentorship in exposure, composition, and client management. At least my studio does...
Now, are you going to have an assistant for a corpo headshot? Probably not. But again, digital didn't force the hand on that one, shrinking client budgets did. Anyone who shoots ATL work will tell you that licensing has been on a decline over the last 20 years.
Jon, I really appreciate you sharing your perspective as someone with 20+ years experience. You make excellent points about how assistants have evolved rather than disappeared entirely, and you're absolutely right that today's high-end commercial work often requires even more complex technical coordination than in the film era. The DIT/Digitech roles are indeed new forms of apprenticeship. My focus was perhaps too narrow on the traditional trajectory from general assistant to photographer — basically apprenticeship, but you've highlighted how the field has specialized in ways that still provide valuable learning paths.
I totally agree that digital photography didn't stop assisting and this common notion seems to be spread by people that have either never assisted or hired assistants before. From my experience, assisting will always exist as long as commercial clients still hire photographers. People always talk like digis are some new thing but I was working with a digital tech in the studio back in 1998. The one thing I have noticed that is different is that people are working less. For example, it was common to shoot commercial jobs 3-6 days a week back in the 90s but a lot of people now only shoot a handful of jobs per year. My understanding is that has a lot to do with why assistants are being paid more since they now have fewer jobs to shoot so they have to charge more to meet their monthly expenses. I could be wrong and feel free to correct me if you don't agree. I'm in Las Vegas right now and there is very serious talk about bringing several Hollywood studios to the state and they won't come without a new film school being built at UNLV. The reason is that the traditional video production jobs that used to go to uneducated PAs are becoming too technical and they are now expected to have college degrees. My guess is that this is a trend that is going to swallow a lot of the "self-taught" photographers and videographers of the Youtube variety and leave them totally out of the picture. Do you have any thoughts about that?
Thirty plus year pro here and I too started as an assistant and generally loved it. Most of my career as an assistant was with a photographer that shot Advertising and a lot of Editorial with Time, People, Fortune, etc. and it was like getting paid to learn. Through the early 90’s I made $250-$500 a day depending on the shoot and learned the intricacies of shooting and working with clients. Those experiences set me up to work with my own clients and running a business. Everyone has their own experience with digital but it’s the people skills that drive your career and that’s an individual skill. I’ve noticed hard shifts in younger generations, a general lack of people skills that are troubling, not all but most.
Tony, thank you for sharing your experience! Your point about people skills being the real driver of career success really resonates. I've found that to be true in pretty much every field I've dabbled in. It sounds like you got the best of both worlds in the structured learning environment of traditional assisting plus the technical foundation to adapt as the industry changed. I agree that younger generations generally show very different people skills; I think social media and COVID had a lot to do with that.
Thank you, Alex!
Another wonderful article that really made me pause and rethink my own journey.
I’ve been learning—and still am—without ever having the chance to work with a mentor. I’ve always felt a bit cut off from the local art scene. When I was starting out, YouTube was my lifeline. There was so much useful material there. But the big drawback was the total lack of structure.
I’ve taught, lectured, and trained others myself, so I know how crucial it is not just to collect information, but to absorb it in the right order.
That’s why, almost right away, I shifted my focus from videos (though they’re more convenient) to books instead. Books are more practical, and they begin with the basics. It’s wonderful, that so many photographers who no longer have students have started writing.
Later came in-person workshops—short but genuinely helpful—and only then did I return to YouTube and online courses.
And I think that’s where the answer lies: combining a broad foundation of knowledge with all those “cheap digital mistakes” you have to make yourself, rather than at a client’s expense.
The only thing that still bothers me is how you have to buy or rent what mentors used to get for free. Still, there’s no way around practice. And it’s not cheap.
These days, self-taught students have to pay their own way. Their mistakes are no longer financially covered by photographers’ clients.
Alvin, your journey really highlights both the challenges and opportunities of modern photography education. I love that you recognized the importance of structure and moved from YouTube to books to workshops. It's actually you mention that: I watch a lot of YouTube just for general learning and entertainment, but I find myself gravitating back toward books a lot more lately.
Your point about having to pay for your own mistakes now, rather than learning on someone else's client work, is really important and something every aspiring professional should hear. That financial reality really does change the learning dynamic, even if dedicated students like yourself find ways to work around it.
I was fortunate to start studying photography in depth later in life, when I had more financial freedom. That’s why my learning curve feels quite straightforward.
1. Learning how to use your tool
2. Learning how to connect your tool with your passion
3. Learning what opportunities to ignore
4. Learning how to make your focused passion meaningful to others
No.3 is most important, I think.
I'm split in my opinion on apprentices. You're dead right about just about anyone can get a decent exposure with studying under a master. I'm seriously considering a young kid with Photoshop skills to save me time. I learned from several masters shooting 120 Versicolor, Ektachrome and Fujifilm. That's all replaced with Photoshop.
I'm gonna keep thinking about your article as I consider how to pass what I've learned with Tri-X and Kodachrome on to the next generation.
Kenneth, I love that you're thinking about this from both sides. Your experience with film masters gives you exactly the kind of deep technical foundation that's harder (much harder) to acquire today. You're certainly right about the paradigm shifting for young people, but you bring the hard-won wisdom about light, composition, and client relations, and that's invaluable.
I started assisting in the 80's at $50 a day. Photographers I worked for made $1500. We did consumer products, cars & motorcycles and the occasional food still life for all the top ad agencies. The most important and useful lessons I learned was not technical, I studied photography at Los Angeles City College and ArtCenter in Pasadena. The most important was seeing how the photographer interacted with clients and art directors, how to pull together and coordinate a project, how to run a small business. Hard to learn those things either in school or on the internet.
Dennis, your experience perfectly illustrates what I was trying to highlight about the non-technical learning that happened through traditional assisting. Starting at $50 a day when photographers made $1500 shows the economic model that made extended apprenticeships viable. But your key insight is spot-on: the most valuable lessons weren't technical at all. Watching how master photographers handled clients, coordinated complex projects, and ran sustainable businesses provided business education that no school curriculum really covers. That's something I wrestle with with my music students a lot too, and we're realizing every day how important that curriculum is.
I've been hoping to find an Art Center Pasadena grad to ask about the Zone System. Did you have it as part of your curriculum? If so, have you noticed that the Wikipedia article and the common notion of that most people now have about the Zone System is literally completely wrong?
In the 90s, I assisted in Denver and Las Vegas and the top photographers in both towns were Art Center grads. Photographers always used to talk about Brooks and RIT but I think that Art Center had a huge impact on commercial photography that seems to have happened under the radar.
Many of the "skills" mentioned in this article were only needed to overcome limitations or inconsistencies in mechanical cameras and wet-film technology. Cameras without built-in light meters (or simple photo cells), emulsion variations, the limited dynamic range of film, complex flash calculations, the long delay (hours, if not days) between taking an image and seeing it, and of course the cost of film and development.
When I was in high school and college in the 1980's, "camera clubs" were organized around (and proud of) their darkrooms. To me, that wet film processing was more of a distraction, a barrier to photography, than something I recall with wistful nostalgia. Digital photography let us get out of the smelly dark and into the light, where we can create images.
When my father got his PhD in 1960, he did all of the math using slide rules. By the time I started high school 20 years later, electronic calculators were commonplace, and schools didn't teach the use of slide rules anymore. Time marches on.
I'm not saying modern digital cameras and workflows are perfect, far from it. I'm sure there are skills important to the digital photographer today that will be unnecessary in ten years. And just as with film, there will be those who will prefer the older technology, and mourn what has been lost. That's their choice.
Your analogy to slide rules is perfect and really puts this in perspective. You're absolutely right that many of the "skills" I discussed were simply workarounds for technological limitations. I appreciate you pointing out that every generation faces this; no doubt, the skills we consider essential today will likely seem quaint to future photographers (we're already seeing this with a lot of manual Photoshop techniques). Technology should free us to focus on creativity rather than technical obstacles.
The car photographer from "The Photography Rebuttal" recently said in a video that getting a commercial assisting job was just as hard as getting a commercial shoot. I totally agree and anybody that can't get an assisting job probably won't be able to figure out how to get commercial work either.
There will always be assisting jobs as long as there are commercial clients that hire photographers and this will not change. However, there are generally lower budgets for advertising so the amount of jobs that will be available is probably going to dwindle. The reason has nothing to do with digital photography replacing film and eliminating assisting work but has everything to do with the rise of social media content creators. Content creation is dirt cheap to produce and there are almost no skills necessary so advertising has been shifting to the new social media model and away from the traditional commercial client model. The bottom line is that any photographer that wants to get commercial jobs still needs to go the route of being an assistant first and then finding the jobs but it is possible to learn basic photo skills on YT and become a content creator without ever needing to assist.
Content creators don't understand commercial photography. They know a system of hacks and gimmicks that used to be called "guerrilla style" back in the film era and it was only for low budget editorial photographers that shot for low circulation magazines and newspapers. In the film era, guerrilla stye shooters rarely could get commercial jobs. Today, things are still mostly the same and it's rare for a content creators to shoot a commercial campaign and if they do it's usually a one-time gig and they rarely get called back.
The danger of photo education online is that it's filled with gaps and those become bad habits that are impossible to break. Right now, people aren't worried about those gaps but they're going to become a dream killer for most photographers when they realize that AI doesn't have any gaps.