AI can generate impressive imagery in seconds. But professional architectural visualisation isn’t simply about creating a beautiful picture. Accuracy, consistency, control and storytelling still require expertise and creative direction.
Acknowledged: Arthur Stefenbergs’ original LinkedIn post
Arthur Stefenbergs raises a question we’re hearing increasingly across architectural visualisation: “Do we still need 3D artists if AI can create the image?” His answer is more nuanced than the headline. AI can produce imagery incredibly quickly, but speed isn’t the same as accuracy.
Architecture depends on lighting, materials, scale, context, geometry and design detail. AI can interpret those elements rather than precisely reproduce them. That’s perfectly acceptable during early creative exploration. But when an image needs to accurately communicate an approved design, professional judgement, control and the ability to make precise revisions become significantly more important.
We don’t see this as AI versus 3D artists. We see an opportunity to use both where they create the most value. AI is incredibly powerful for concepts, experimentation, variations, enhancement and rapidly exploring different creative directions. The challenge begins when those outputs need to become consistent and controllable.
Professional CGI gives us a structured 3D environment where cameras, geometry, products, materials, lighting and specifications can be controlled and revisited. As several responses to Arthur’s post highlight, the real opportunity is incorporating AI within a controlled creative workflow—using technology to accelerate appropriate tasks while retaining human direction and technical expertise.
The interesting question isn’t whether AI replaces the artist. It’s what the artist becomes when technology removes more repetitive production work. Less time could be spent on manual processes, while more attention moves towards creative direction, storytelling, judgement, communication and understanding the client’s objective.
That’s an important part of how we see DoDA 3.0. AI becomes another tool within a broader visual communication workflow alongside CGI, Unreal, Interactive, AOP, SoDA, DPP and AI Video. The technology will continue improving. Our job is to understand when to use AI, when to take control and how to turn technology into meaningful client outcomes.
Bring us your idea, AI concept or design and we’ll help turn it into certainty.
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