In this account article, we summarize the contributions of our group to the field of photochemistry and photocatalysis. Our work deals with the development of novel synthetic methods based on the exploitation of photoexcited aryl ketones. The application of new technologies, such as microfluidic photoreactors (MFPs), have enhanced the synthetic performance and scalability of several photochemical methods i.e. Paternò–Büchi and photoenolization/Diels-Alder processes, while opening the way to unprecedented reactivity. Further, the careful mechanistic analysis of the developed methods has been instrumental to disclosing a new family of powerful organic photocatalyst able to mediate several thermodynamically extreme photoredox processes.