AI in production – According to Brick

The past year in the archviz industry has been truly exciting, challenging, perhaps even a bit alarming at times.
Probably not since GI entered the scene and became the norm, has a tool with such promise and potential become available for anyone creating visuals digitally.
This has, of course, led to tons of discussions, dilemmas, some for, some against or perhaps the most common variation, the eventual accept-and-embrace.

Not wanting to repeat any of these former studies, but having an insight like not many others on this scale, we’d like to share our analysis of the current position of AI in our field at this point, as 2024 is about to conclude.
AI is a massive subject, taking more that just a short article to cover all of its intriguing elements. The whole philosophy of artificial intelligence in arts, its impact on our industry on a global scale, the financial aspects it affects, etc. In this case, we’ll concentrate on the actual day-to-day production in particular, where time-frames are prepared, images conceived, planned, drafted and finalized.

Not removing, but adding value

Brick executive József Brozsely has had one of the most comprehensive overviews of the creation of images in our production for years. He, if anyone, can clearly comprehend the changes, or evolution rather, that has taken place in the creative process.
According to József, it’s crucial to realize, from both the industry’s, and the clients’ perspective, that the use of AI as an assisting tool is still like a fine, precision instrument, to be used carefully and very sparsely. Any image where the use of AI is detectable, has already failed.

Executive Producer József Brózsely

“The true advantage of AI lies in the time it saves us. We use this time to explore a wider range of moods, engage deeply with our clients, and highlight the defining features of the architecture. We believe this approach will remain essential in the future, serving as our unique value proposition.”
József estimates that the actual implementation of AI in production is but a mere percent, as mentioned, very delicately used as the cherry on top, as 99 percent of the creative process is still a manual, creative endeavor.

“Behind every CG-generated image is an artist with the mindset of a photographer – constantly experimenting, exploring and innovating.”

“Since each project and design carries its own distinct character, every image we create embodies a unique personality and soul.”
The artificial intelligence does not add any new ideas to a nearly finalized image, but rather polishes the existing ones, conceived by the artist.
Nor does it, at least not for Us, deliver complete solutions to moods, compositions or storytelling elements at the drafting phase, but merely saves the artist the time it takes to get an overview of their options.

Another interesting point of view can be gained from the true trailblazer in AI at Brick, the constantly innovating Lead Specialist Momen Sirri.
Momen has created Brick’s in-house AI assistant software, helping artists through the entire production process. From coaching inspiration to drafts, sketching composition ideas, finding that perfect reference, to final detail enhancement, or even suggesting descriptive titles for all the draft options.

One of Momen’s main issues in the matter of AI is to keep it perfectly clear in the eyes of an archviz client, and for anyone else as well, that the implementation of AI tools in image creation does in no way lessen the value of it, maybe even to the contrary.

Lead Specialist Momen Sirri

AI or AI, that is the question

“The technology is not quite at the point yet where an artist can ease back, press the magic button and have all the client’s specific needs created automatically, with the same consistency and accuracy as we have currently, in manual production.
At this point, it is still fairly easy to detect if the AI used on an archviz production has been implemented by a junior or a senior artist, as much of the skill, experience and creative know-how involved, is in knowing how to handle this powerful tool correctly, responsibly and with discretion.”

Momen also points out, that the distinction must be kept clear between the different AI image generators. Ones that enable literally anyone who can type a few words to create the most amazing artwork, or even animations from scratch, from the AI implemented by visual artists for the purpose of refining delicate, targeted details, colors and shades on their own artwork.
This distinction is clearly undefined, especially in the minds of the public outside of the industry, including the clients of visual artists.

Lifting the veil

The emergence of AI in image production was shrouded in secrecy not that long ago.
A certain professional pride was felt in jeopardy, as it seemed that the dreaded time had finally come, when absolutely anyone could create visual magic with minimal effort, and we’d all be out of business.
But thankfully, the mists of insecurity have lifted slightly since, and even though this new force is indeed to be reckoned with and not taken lightly, we feel that a certain transparency to the whole issue is welcomed by, and serving everyone involved.

“It’s not cheating, not a shortcut, not a delegation of creativity, and certainly not a patch for a lack of imagination or skills.”

Rather another tool to push the boundaries of realism and excellence, just like GI once was, or HDMI, or greenery generators, the list goes on. Tons of AI tools keep appearing constantly, each one amazing in its own way, and the trick is to keep oneself at least aware of them, even though most of it will never actually be needed or used in high-end archviz production.

Very exciting times are to come, there is no doubt about that, and to each their own, we may choose to embrace it, peel away the less serious toys, and adapt our workflow, pushing the limits of what we consider to be exceptionally beautiful images, or just proceed to curse what we perceive as the total, soulless automatization of all that it means to be a creative artist.

Time will tell, and we’d like to be along for the ride!