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Hasselblad Masters Contest Probes Alleged AI Image Among Finalists

Hasselblad Masters 2026 faces immediate controversy after an AI-generated image was shortlisted for the competition, undermining the integrity of the contest and its 70 finalists.
Competition rules explicitly prohibit AI-generated imagery, yet an obvious submission bypassed the company's extensive selection process, casting doubt on the oversight of the 2026 competition.
The AI-generated image appeared in a YouTube Short and the public voting stage, directly impacting the Street category where one legitimate photographer missed a valuable slot because the rule-breaking entry fooled judges.
In response to public feedback, Hasselblad tells PetaPixel it is conducting 'further reviews' regarding the incident, while a Reddit post criticizing the selection garnered over 600 upvotes and more than 160 comments.
Skepticism toward AI-generated imagery has reached 'up to 11,' complicating trust in eventual winners, though the 'Hasselblad Master' title remains highly coveted with prizes worth more than $10,000 plus a 5,000 euro cash prize.

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