Do you use AI in your 3D production?

We get the question more and more these days. And the short answer is: no – not for our environments, not for the creative core of our work.

The longer answer is that we believe in the human eye. In knowing how light falls, how textures behave, how atmosphere is built. We believe in craft. And when it comes to the images we deliver, we build them ourselves – from scratch.

That doesn’t mean we’re anti-tech. Quite the opposite. We use AI when it helps – to speed up research, streamline workflows, structure data.

But when it comes to the creative – to composition, styling, nuance – we trust people. Because there’s a difference between generating a scene and crafting one that feels alive.

At The Walrus, our 3D studio, we work closely with stylists, art directors and producers from the very first frame. Every visual we create is grounded in brand identity – not generic presets.

The result isn’t just photorealism. It’s relevance. Emotional weight. A tone that carries across channels.

There’s data to support this too. Adobe reports that 73% of marketing leaders say human-centered design is key to differentiation. According to Nielsen Norman Group, people trust human-made content more – especially in creative and visual domains.

AI may be fast. But the goal isn’t speed. It’s connection.

We’re not here to argue about tools. We’re here to make work that holds up – creatively, commercially and emotionally. And for us, that means doing it the way we know gives the best result: with intention, clarity and craft.

So no – we don’t use AI to generate our 3D environments. Not because we can’t. But because we choose not to.