The Japanese Nikkei Shimbun has published an interview article with executives from Nikon, Canon, Sony, and Fujifilm. Here is the summary of the interview with Nikon (the article is behind a paywall):
According to the interview, Nikon is currently focusing its investments on next-generation image processing engines, image sensors, and video cameras in its camera business, laying the groundwork for its next products.
Nikon has also stated that its future product strategy involves creating an engine and software platform and incorporating it into various products. This may mean creating a common foundation that connects the image processor, image sensor, AI chip, memory card slot, wireless equipment, etc., enabling the creation of digital cameras using various component combinations.
It might be easier to understand if you think of it as something like the TNGA platform used by Toyota Motor Corporation. In conventional car manufacturing, companies developed each car model separately, which was inefficient. However, with TNGA, the “platform” and “engine/transmission” that determine a car’s basic performance are developed as common modules in an integrated way, making it possible to efficiently offer a lineup of high-performance cars, from kei cars to large SUVs.
Nikon may also be designing each component modularly, combining parts with different specifications, such as the image sensor and AI chip, around the image processor, to efficiently design a variety of digital cameras. This approach might allow them to manufacture a wider variety of digital cameras more efficiently and in a shorter timeframe.
Here is the recap from the interviews with the executives from the other companies:
Canon: Focusing on the “Shooting Experience”
- Canon Vice President Tsuyoshi Tokura highlighted a change in consumer behavior, particularly among younger users.
- New Growth Driver: The growth in compact digital cameras is driven by young people who enjoy the process and experience of shooting, even if it is slightly inconvenient, rather than just high performance or image quality.
- Strategic Pivot: Canon’s previous lineup focused on performance and price, but the company now recognizes the need to incorporate style and experience to meet diverse individual preferences.
- Product Direction: Canon plans to expand its “V Series” lenses for video, emphasizing lenses that can shoot both high-quality video and stills.
Nikon: Advancing AI-Assisted Technology
- The direct quotes from Nikon executives suggest a focus on technological integration.
- Embedding Advanced Tech: Nikon believes that state-of-the-art technology needs to be embedded in products because that is what customers expect.
- AI Applications: The company is exploring AI applications beyond autofocus, such as for image selection, and has implemented AI for auto white balance, auto exposure, and subject recognition.
Sony: Balancing AI Assistance with Authenticity
- Sony’s approach appears to be dual-pronged, leveraging AI for assistance while addressing risks.
- AI as a Creative Tool: Sony actively uses AI for functions like pose estimation and subject recognition to assist photographers.
- Combating Fakes: Sony is focusing on authenticity solutions, such as in-camera authenticity technology that acts as a “digital birth certificate” for images to protect creators and their rights.
Fujifilm: Drawing a Line Between AI and Photography
- Fujifilm’s stance emphasizes clarity and preserving the photographic process.
- AI as an Assistant: Yuji Igarashi, General Manager of the Professional Imaging Group, said that for Fujifilm, AI helps when taking photos – like autofocus or subject detection, not a tool that creates images.
- Clear Distinction: Fujifilm insists on clearly distinguishing whether an image was generated versus captured by a camera, aiming to separate AI from photography.
Industry-Wide Consensus: Generative AI Has No Place in Cameras
- A significant point of agreement emerged across all major camera brands.
- Unified Stance: At the CP+ 2026 exhibition, Canon, Nikon, Sony, Fujifilm, and others showed rare unity in stating that generative AI does not belong in cameras.
- Core Reasoning: Executives warned that generative AI could create fake images, undermining the authenticity and trust in photography. The focus should remain on the human element and the joy of the process.
