How we actually use it...
Generative tools, used the way a working studio uses them — not as a party trick. Diffusion for roto and matte extraction. Inpainting for cleanup and removals. Concept and look-dev iteration in hours instead of days. On an advertising schedule that can be the difference between a board that gets approved and one that never gets made at all.
The math got cheaper. The eye didn't.
Every output is reviewed and re-comped by a senior artist before it goes anywhere near your cut. Nothing ships because a model produced it — it ships because it holds up at full res, on the big screen, next to the plate. We will also tell you where AI saved you money, and where it had no business being used. Both answers come up on most jobs.
