Hasselblad Masters Photo Contest Accused of Shortlisting an AI Image - PetaPixel

The Hasselblad Masters 2026 photo contest, the first since 2023, has been embroiled in controversy after allegations surfaced that one of the 70 finalists used generative AI to create their image. The questionable entry, submitted to the Street category, features a distorted soda bottle label, a telltale sign of AI involvement.

What happened

Online backlash quickly followed the unveiling of the finalists. A Reddit post discussing the allegations gained significant traction, and the YouTube Short and Instagram posts by Hasselblad were flooded with comments about the AI-generated image. The image in question shows a distorted soda bottle label, which is a sign of generative AI. Hasselblad has stated that it prohibits the use of AI in the competition and is conducting further reviews. The company also requires shortlisted works to undergo verification, including submission of RAW files. Pending the completion of the verification, Hasselblad will not make any premature judgment on the compliance of individual entries. Should any violation be confirmed, the shortlisted qualification of the offending work will be revoked immediately.