Ideation stays human
An image generated by artificial intelligence doesn't replace an idea. Creative intent, the brief, the artistic stance : it always starts with a person, never with a prompt.
Our position
Artificial intelligence : a technique, never an end in itself
Artificial intelligence is becoming a new standard in image production. We use it — with the same rigour as the rest of our method, and the same caution around its pitfalls.
A standard, not without risks
A new approach to image-making, becoming a standard.
Generative artificial intelligence is becoming a routine building block of image production. But it carries its own pitfalls — particularly in public-facing work, where an image is shown without a filter to an audience that isn't always aware of its origin, or its limits.
Using artificial intelligence without a method means taking risks that would never be taken with a conventional production technique. That's exactly what we aim to avoid.
Why we aren't afraid of artificial intelligence
At IKI Productions, artificial intelligence has its place in the images we produce. Not as a trend to follow, but because we understand its uses — and its limits.
A tool, or a generation solution — depending on the project
Depending on the quality sought, artificial intelligence can act either as a tool supporting a conventional production, or as a full generation solution. The choice depends on the project, never on a fixed principle.
The gap between the effect and the price
An impressive result in a demo can cost far more to produce properly than it appears to. We cost that gap before we sell it, not after.
Ambition that often outpaces the result
Artificial intelligence sometimes promises more than it currently delivers. We set expectations upfront, at the start of a project — not at delivery.
An AI expert isn't necessarily an image expert
Mastering a tool doesn't replace years of visual culture — framing, light, material, narrative. We bring both skill sets, never one instead of the other.
Costs that are still hard to pin down today
Compute tokens, iterations, schedules that slip : the real costs of an artificial intelligence project remain unclear for anyone unfamiliar with it. We scope them like any other production line item.
Our practical uses of artificial intelligence
We don't apply artificial intelligence for the sake of economies of scale, but because it serves a specific project. Three uses come up regularly.
Interactive digital avatars
Virtual hosts, speakers, and sales presenters brought to life through interactive generative artificial intelligence : a brand presence available continuously, without reshooting for every new message.
Keeping budgets under control on already costly productions
On a film with a budget already committed, selectively integrating shots generated by artificial intelligence can help stay within the planned envelope, without a full reshoot.
Fast variations from an original work
Once a universe has been created, artificial intelligence makes it possible to produce secondary content — variants, short formats, spin-offs — with faster turnaround than a full production.
Our philosophy
Leave creativity to the human. Leave the technique to artificial intelligence.
This division guides every one of our decisions : artificial intelligence executes what it executes well, under the supervision of a team that remains solely responsible for the creative stance and the final result.
A project where AI could have a place ?
We'll tell you honestly whether it's relevant — and where the limits are.
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