TECH

"AI can optimize, but it doesn't replace the information captured by the lens," says Zeiss executive
German company Zeiss, one of the world's leading manufacturers of lenses and optical technologies, has been adapting to a landscape of photography increasingly shaped by artificial intelligence. Today, in partnership with the Chinese company vivo Mobile—which owns the Jovi brand in Brazil—Zeiss is launching a camera system designed for the X300 smartphone series, comprising the Ultra and Fashion Edition models.
In an exclusive interview with *O Globo*, Oliver Schindelbeck, Senior Manager of Smartphone Technology at Zeiss, states that lens and smartphone manufacturers will increasingly need to work together to develop more powerful cameras. "The next major steps likely won't come from a single 'magic' component, but from fine-tuning all the elements," he said.
How has the company been adapting traditional camera lenses for smartphones that are becoming increasingly thin and AI-equipped?
Today, imaging systems need to be intelligently designed, incorporating advances in multi-camera setups, chips, software, and AI. Yet, the fundamental laws of optics remain the same, whether working with a professional camera lens or within the space of a few millimeters inside a smartphone. Light still needs to be guided, directed, and corrected. In a smartphone, however, users still expect a device that is thin, lightweight, and convenient. This means every element requires precise balancing: lens design, materials, coatings, mechanical tolerances, sensor characteristics, manufacturing capabilities, and software processing.
And how is AI changing cameras?
AI is a very powerful tool in mobile imaging, but that doesn't make optics any less important. In fact, I would say it increases the need for a solid optical foundation. Anything the lens fails to capture correctly is either lost or must be reconstructed later—and reconstruction always has its limits. AI can assist with scene understanding, segmentation, noise reduction, depth mapping, or stabilization, but the foundation remains the optical image that reaches the sensor. The best results come from when optics and AI complement each other.
Is there a limit to what AI can achieve?
Yes, there are limits. AI can optimize, interpret, and enhance the image, but it cannot replace the physical information captured by the lens. A good lens helps deliver sharp detail, contrast, natural rendering, and stray light control before image processing even begins. Especially in challenging situations—such as strong backlighting, night scenes, telephoto shots, or fine textures—optical quality remains decisive. In other words, software can do a lot, but it works best when starting with high-quality optical data. The greatest progress occurs when both worlds develop in close alignment.
And how does the joint development process with a smartphone manufacturer work in practice?
It is a long-term collaborative engineering process. We have a six-year partnership with Jovi. We contribute expertise in optical design, coatings, validation, color, and image standards. Meanwhile, a manufacturer like Jovi leads the integration with the smartphone, software, and AI, as well as product implementation.
How do you adapt optical knowledge for an era where algorithms actively shape the final image?
In traditional photography, we think primarily about the lens, sensor, and post-processing. In smartphones, the image is shaped by an even closer interaction between optics, the sensor, the chip, software, AI, the display, and the user interface. Our role is to help translate optical principles and image standards into this compact, computational environment. A good example is portrait rendering. The goal isn't just to blur the background, but to create a believable visual impression that reflects the character of photographic optics.
Today, a smartphone packs a main lens, an ultra-wide, a telephoto lens, and various zoom levels into a space of just a few millimeters. What is the biggest engineering challenge in delivering this range of focal lengths?
The biggest challenge is physical space. Size matters—especially for smartphones—because consumers prefer devices that are slim and easy to carry. At the same time, focal length literally implies length. We need space to guide light through the lens system, particularly for telephoto imaging. But these limitations don't mean innovation stops; on the contrary, they make collaboration even more crucial. Progress stems from a combination of superior optical designs, new materials, more effective coatings, smarter stabilization, more powerful chips, AI-driven processing, and precision manufacturing. The next major leaps likely won't come from a single "magic" component, but from fine-tuning every element of the system so they mutually enhance one another's performance.
Can the smartphone already be considered a professional tool for photographers?
Professional cameras remain vital for specific workflows, specialized lenses, larger sensors, controlled production environments, and maximum flexibility. Smartphones aren't simply replacing professional cameras; they complement them and make professional-quality imaging accessible to a much wider range of users.
How does the company view the future of smartphone lenses? Will we continue to see multi-camera devices, or is the trend shifting toward simplifying hardware and offloading more of the workload to AI?
I expect both trends to continue. Multiple cameras and varied focal lengths are useful because they offer users different perspectives. Meanwhile, AI and computational photography will make transitions between these perspectives smoother and improve the final result. I don't believe the future is simply about less hardware and more AI. The future lies in a more integrated system that operates so naturally that the user can focus on the subject rather than the technology behind it.
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