Where generative AI stops in our quality control

Generative AI has become a daily tool in our pre-production phases — moodboards, set variations, color-palette tests in minutes rather than days. The speed gain is real and we won't pretend otherwise.

But a speed gain upstream never excuses a strict quality control downstream. Generative models still produce inconsistencies an untrained eye can miss: unstable proportions, physically impossible reflections, details that repeat in unnatural ways.

Our internal rule is simple: any generative output headed for a final deliverable goes through a manual pass — retouching, proportion fixes, recomposition if needed. AI proposes a base, never a finished product.

That line is also a matter of responsibility toward the client: art direction and quality control stay owned by our team, never delegated to a model whose behavior we don't fully control.

As the tools improve, that line keeps shifting — but it doesn't disappear. Final human control remains, for us, non-negotiable.