The product stays as it is.

Image generators can do a remarkable amount these days. They paint coastlines nobody has ever stood on and kitchens nobody has ever cooked in. What they do badly is show one particular product as it really is. A logo slips, an edge goes soft, the lid suddenly has one groove too many. That may do for a mood board. For a catalogue, an online shop or a campaign, it won’t.

That is why we call what we do AI-Post. AI is one tool among several, not the author. It all starts with the real product: photographed, scanned, measured and rebuilt as a 3D model. Everything that follows has to measure up to that model – proportions, materials, lettering.

Only then does the AI come in. It designs the setting, the light and the mood: a beach at dawn, a city at night, mountains under snow. Quickly, and in variations that once would have sent a photographer travelling. What it may not do is touch the product.

The decisive part, in the end, is handwork. In post-production we put product and scene together, match light, shadows and reflections, check colours against the original and retouch until nothing gives it away. The result is an image that never existed – with a product that looks exactly as it does on the shelf.