We use AI only where it replaces work nobody should be doing. A seasonal refresh on two hundred SKUs — four surfaces, eight holidays, a dozen moods — is a month of a studio’s time. On our stack, it’s a weekend of render time and an afternoon of review. The alternative is skipping the seasonal refresh entirely, which is what most brands actually do.
We don’t use AI for hero imagery, campaign photography, or anything a person will look at and think twice about. Those still go through the studio. AI fills the middle — the grind of a product catalog that needs to feel alive in every email, every feed, every sidebar banner.
— Real cameras for the moments that matter; AI for the moments that scale.