What the machine does here, and what it doesn't.
We use AI. Saying otherwise would be the easy lie, and this is a studio that will not put an invented percentage on a case study — so it is not going to be coy about its own tools either. Here is exactly where they are used, and the four places they are not.
As a tool, on the parts of a frame that are set dressing.
The kitchen, the gym, the trail behind a lifestyle frame is often generated or extended rather than travelled to. It is set dressing, and it is the part of the picture a photograph would have rented anyway.
Resolution recovery, noise, stray reflections, a plug socket in the wrong place. The same work a retoucher has always done, done faster.
Four versions of a background or a crop to look at before one is chosen. Most of what gets generated in a build is thrown away, which is rather the point of generating it.
A product still in tooling, a cutaway of an interior nobody can shoot, an exploded view. Modelled from the client's real specifications, not imagined.
Four things a generator does not get to decide.
- 01Never the productThe thing being sold is the client's actual product — photographed, or modelled from their drawings and samples. Its shape, colour, finish, texture and size are never invented, adjusted to look better, or dreamt up by a generator. A buyer who receives something that does not match the picture has been lied to, and no amount of craft on the frame makes up for it.
- 02Never a claimNo figure, spec, certification or benefit appears in a frame unless the client can stand behind it. We will design a claim beautifully. We will not invent one, and we will say so when a brief asks us to.
- 03Never a resultThere is not a conversion lift, a percentage or a before-and-after revenue figure anywhere on this site, because we were not given any and would not publish invented ones. Every case study here describes what is visible in the work and stops.
- 04Never the judgementWhich slot carries which argument, what to leave out, whether the hero survives at thumbnail size — those are decisions, and a decision needs someone accountable for it. That is the job. It is not delegated to a model.
If there is a synthetic person in your frame, it has to be declared.
Since mid-2026 Amazon has required sellers to disclose listing images, video and A+ content containing a photorealistic AI-generated person — driven by New York's General Business Law §396-b, in force since 9 June 2026, which carries a $1,000 penalty for a first violation and $5,000 after that. It applies to new uploads rather than retroactively.
What does not trigger it: a real person photographed and then retouched with AI tools, non-photorealistic illustration, and frames with no people in them. Background generation, colour work and clean-up are treated as ordinary editing.
So the practical line runs through the models, not the pixels. When a build of ours contains a generated person, we tell you which frames, and the disclosure gets made at upload. When it doesn't, there is nothing to declare and we will not pretend otherwise.
This is a fast-moving area and the exact mechanism has shifted more than once. If you are reading this months from now, check the current wording in Seller Central rather than taking a design studio's page as the authority on it.
We don't take our opinions from a trend list.
There is a version of this work where you feed the category into a chatbot, ask what is performing, and lay out whatever comes back. It is fast, it is cheap, and it produces the listings that all look like each other — which is a strange outcome for a spend whose entire purpose is to look different from the listing next to it.
We have been doing this since 2010. When we tell you the hero will not survive the search grid, or that five callouts is four too many, or that the frame you like best is the one to cut — that is a person who has built thirty thousand of these saying it. You can argue with it. That is rather the point: you cannot argue with a trend deck, because there is nobody behind it.
It also means we will sometimes tell you no. That the product photography needs redoing before any design will help. That the category is not winnable and the money is better spent elsewhere. Those answers are worth what you paid for them precisely because they are not what you wanted to hear.
The machine is a tool in our hands. It is not a voice in our mouth.
If any line on this page stops being true of how we work, the line comes down. Notice something here that does not match what you were sent? Tell us — that is a fault worth hearing about.
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