Artificial Intelligence is undoubtedly one of the most impressive technologies of recent decades. It talks, writes, draws, dreams, animates, composes, and even creates product concepts that never existed. But when it comes to product visualization with commercial intent, it is still not ready to take the lead on its own.

At Prosper Visuals, where we combine technology and strategy to create images that sell, we believe in the transformative potential of AI. But we also know exactly where it still needs direction, limitations, and especially human and technical support like CGI.

AI is amazing, but it does not follow a brief. Or deal with demanding clients.

Tools like Midjourney, DALL·E, Stable Diffusion, and Runway have been evolving rapidly, and today they are excellent for creative ideation, concept sketches, moodboards, style studies, and even campaign storyboards. They speed up processes, unlock ideas, and create entire worlds with just a few words. That is powerful. But try asking them to create five identical images of your product, with full consistency in proportions, materials, branding, color, and camera angle. That is where the magic starts to stumble.

Why hasn’t AI replaced CGI in product visualization yet?

The explanation lies in how generative imagery works. AI tools operate using probabilistic models. They do not "understand" the exact form of a product, but rather reconstruct images based on patterns learned from massive databases composed of millions of visual references.

This means AI does not generate a real or editable 3D structure. It only simulates in 2D what something “similar to that” might look like. That is why every new generated image contains variations. A button moves to the other side, a reflection disappears, a logo warps, or a product joint looks distorted. In videos, the challenge is even greater. Incoherent movements, warping artifacts, and lack of visual continuity are common issues.

CGI is precision. AI is inspiration. Together, they are power.

While AI generates images that “look right,” CGI generates images that are right. With CGI, every element is modeled in 3D, with real scale, defined materials, calibrated lighting, and the ability to create consistent visuals across any variation — color, angle, environment, interaction. That level of consistency is essential when dealing with real products, technical catalogs, commercial launches, or e-commerce pages where accuracy is everything.

That does not mean AI is a problem. On the contrary, when used together with CGI, it can accelerate creative processes, assist with visual prototyping, and provide fast aesthetic directions. Imagine generating hundreds of visual ideas in minutes, then selecting the most promising ones to refine in CGI. That is how we create efficiency without sacrificing control.

When to use AI, when to use CGI, and when to use both

Conclusion: AI is still learning to follow a brief. We already know how to deliver results.

At Prosper Visuals, we use AI as a powerful tool, not as a shortcut. We know images sell, but we also know that what truly sells is truth well presented with technical accuracy, refined aesthetics, and strategic intelligence.

That is why we continue to invest in high-performance CGI that guarantees visual control, scalability, and consistent quality. And when AI enters the process, it is to enhance, not replace.