A gap between the hype and reality
In our chaotic, ever-changing industry, where architects and real estate developers are using Midjourney to create reference images and ChatGPT writes entire scripts in seconds, then AI even narrates it, where do we stand? In a recent interview last December with our Head of Art and Lead Artists, we aim to discuss their hopes, concerns, and predictions regarding the near-future of architectural presentations and CGI production. Bence Falussy, Péter Kollár, Botond Sass and Róbert Andrékó share their thoughts on navigating a world flooded with AI-generated imagery, whether to embrace it or it’s time to arm ourselves up against the artificial giant.
It’s hard to tell what’s exactly coming next year in the business or how far artificial intelligence will reach, because the possibilities of it have grown exponentially at an unforeseen speed. We can soon deliver fully 3D animated movies based on just prompts or simple 2D images through Sora, Runway, or Google’s Veo2, but the artistic quality and prompting just isn’t there yet. However, one thing is for sure: we will be able to create more images and animations in less time, offering a more detailed presentation of any architectural project or property. AI does improve the production workflow when it comes to monotonous tasks, like rendering, modeling, researching, adding vegetation or natural components in a scene. It isn’t working that well with elements of the built environment though, so there is still room for improvement.
Integrating AI without losing touch with reality
According to Bence and Peter, the greatest advantage of artificial intelligence lies in eliminating the manual rendering process. Another key benefit is AI’s ability to generate specific stock elements for architectural visualizations that are difficult to photograph or model, such as traditional clothing or ethnic items. “Artists will no longer spend hours searching for the perfect photo on stock provider platforms, like Shutterstock or Getty, but most importantly we will be able to create imagery that does not even exist yet”— highlights Bence. Robi stated that he strongly believes in human precision persisting to be indispensable. “We hope that this shift in rendering will allow us to focus more on crafting art and refining intricate details—concluded everyone in unison. “Let’s not forget that the best part of this profession is searching for compositions, adjusting shadows, and experimenting with different lighting. I don’t want to give that up to AI,” Robi emphasized.
Cautious approach
As photorealism becomes the industry standard and we move away from spotless, sterile aesthetics, some low-profile property developers have begun adopting AI as a cost-effective alternative to 3D visual artists. While AI simplifies the creation of simple exterior or interior renderings for advertising purposes making the process faster and cheaper, the quality is still much below human skills. On the other hand, the impact of a well-thought-out animation over a still image remains unquestionable to this day. “We can’t emphasize enough how much more a video or an animation can offer instead of a static image, or VR. Architecture firms and real estate developers who keep an eye out for delivering high-quality films won’t give up on the skills and perspective a human artist can prodive. We certainly will keep doing our best to remain a leading studio in visualization with unmatched quality.” While the architecture and the visualization industry is quick to adopt new software and hardware, the team at ZOA takes a more cautious approach. Staying updated with the latest technology is essential, but Bence and Robi stressed the risks of adopting untested tools too hastily. When quality and detail are critical—especially with tight deadlines for competitions—we prefer to remain reliable and efficient during a professional workflow. “We are better off avoiding unnecessary bugs and constant software updates that address preventable issues only after release,” they noted.
The upcoming generation of architects
The future of learning architecture, real estate, or visualization might look vastly different for the next generation. Will we still need to master the “good-old basics,” like manual drafting and traditional composition, or will these foundational skills be sidelined by the rise of prompt engineering and AI-driven design? As digital tools increasingly automate tasks, the challenge lies in ensuring newcomers still gain the essential background knowledge that underpins good design. Perhaps the key will be a hybrid approach: understanding classical principles while mastering cutting-edge technology to creatively harness its potential. After all, a solid foundation often allows innovation to flourish. As the world-renowned Japanese architect, Shigeru Ban points out in his interview for Financial Times, “Technology does not make architecture better. The computer is a tool to save time, but as architects we should be spending more time on architecture, not less.” He himself still draws many of his designs by hand on paper.
A note on human creativity
Although AI is just an experimenting tool yet—it will soon become revolutinary in the real-estate industry as well. To stay relevant, artists must not only learn to use it but learn to use it well. As for architects and real estate developers—they need partners who are experimenting with AI, as it can benefit them by not only multiplying content in a shorter time but also reducing production costs. “This means defining AI’s limits, integrating it into workflows without letting it replace human creativity, and leveraging its power to enhance our craft. Those who adapt will thrive; those who ignore it risk being left behind. The future belongs to those who embrace AI as an ally, not a competitor.”—summarized Bence very precisely. “I believe that the artistic decisions will continue to be made by humans, while production and image generation will increasingly be substituted by AI tools in the near future” explained Boti. Bence agreed, adding that while render engines may become less significant, production will have to become faster and visually, more compelling. “This means creating well-lit, thoughtfully composed, and beautifully colored images or films that still reflect ‘human sweat’—the effort and creativity behind them.” The role of human creativity, from designing an architectural concept to marketing a property, will undoubtedly shape the future structure of the industry. Until that, we navigate through an era of in-betweenness.
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