"Traditionally, an architecture firm might spend months putting together a concept document for possible clients. The problem: it's expensive, and requested changes might take days or weeks to put together as designers go back to the drawing board. AI is set to change that by letting design firms create sketches and renders much more quickly, allowing architects to enrich their pitches with AI-generated imagery and video."
"Goldstein demonstrated one such AI-generated video, which featured two characters-a client and a new employee-exploring a building. The purpose of the video, Goldstein explained, was to tell a story about the building and help convey an ethos and message to clients. "Imagine, instead of having to go build a prototype physically or a model room, that you can take people on this journey and then make the decisions on what to tap left or tack right on before investing heavily in physical architecture," he added."
Traditional concept development in architecture can take months and proves expensive when revisions require designers to rework plans. AI enables faster creation of sketches, renders, and videos, allowing design teams to present richer visual narratives and respond to client feedback quickly. Firms can use AI-generated video to guide clients through imagined spaces, convey ethos, and elicit emotional connection during pitches. Virtual storytelling and rapid iteration let stakeholders make design decisions before committing to physical prototypes or model rooms. The adoption of AI shifts architect and designer roles toward orchestration—coordinating design, brand, technology, and storytelling across projects.
Read at Fortune
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