When AI is a good solution in commercial imagery (and when it is not)

The right question before using AI

Artificial intelligence offers new possibilities for image creation, but it is not a universal solution. One of the most common mistakes is using it because it is trendy or fast, without analysing whether it actually solves the communication problem.

The key question is not whether AI can generate an attractive image, but whether it is the right tool for that specific context.

When AI is a good solution

AI provides real value when used in specific, well-defined scenarios.

It is usually a good option when:

• The product does not yet physically exist
• The project is in a conceptual or exploratory phase
• Complex or unrealistic environments are required
• A photographic production is not viable
• Speed is needed to visualise ideas

In these cases, AI allows visual communication to move forward without blocking the process.

AI as support for creative and strategic processes

One of the most effective uses of AI is as a support tool in early stages.

It allows teams to:

• Explore visual directions
• Propose atmospheres and styles
• Communicate ideas to non-technical stakeholders
• Validate concepts before investing in production

Here, AI does not replace the creative process — it accelerates and expands it.

When AI is not the best option

It is equally important to identify situations where AI is not suitable or may even be counterproductive.

AI is usually not the best choice when:

• The product exists and must be represented with absolute accuracy
• Exact technical finishes are required
• Consistency across multiple images is critical
• The image is intended for high-demand print output
• The margin for error is minimal

In these contexts, photography, 3D rendering or hybrid solutions provide greater control.

Risks of using AI without judgement

Using AI in the wrong context can create medium-term problems.

Common risks include:

• Unreliable imagery
• Unrealistic expectations about the product
• Visual inconsistency at brand level
• Difficulty repeating or scaling results
• Loss of credibility

Initial speed can quickly turn into rework.

AI integrated into a professional workflow

The key is not choosing AI yes or no, but understanding how it fits into the overall process.

Professional use implies:

• Clear art direction
• Critical selection of results
• Advanced post-production
• Integration with 3D rendering or photography
• Full control over the final use of the image

AI works best as part of a system, not as a standalone solution.

Choosing the right technique is a strategic decision

In commercial imagery, technique is a means, not an end. Choosing the wrong tool can compromise the message, the product or the brand.

At Mimetry, AI is used only when it truly adds value, combining it with other techniques and always prioritising clarity, coherence and realism.

Frequently asked questions (FAQ)

Conclusion

AI is a powerful tool in commercial imagery, but it is not universal. It works especially well in conceptual and exploratory phases or when no physical product exists. In other contexts, it can be limited or even counterproductive.

Used with professional judgement, AI expands creative possibilities. Used without it, it adds unnecessary noise and risk.