Notes from the production floor: 3D and AI in practice, GEO and AI visibility, and 20 years in the new-build market.
AI-based image generation has gone from experimental to a real production tool. Concrete observations on season swaps, interior variations, camera angles, tools and rights.
6 February 2026 · 3 min
We no longer measure SEO alone, but AI visibility across GPT, Gemini, Perplexity and Claude. The website is tested on specific questions, and we see whether we are actually used as the answer in generative systems.
31 January 2026 · 2 min
A technical lesson from architectural visualization. Many experience the same thing: the images gradually grow softer, lose detail precision and take on a less photographic look, even with small, controlled changes.
12 December 2025 · 3 min
We tested how today's most advanced AI tools can work together to produce film clips from existing 3D renders. The goal wasn't to replace the 3D work, but to see how far we get with AI as an assistant, without losing architectural precision.
2 December 2025 · 3 min
In a client case, we tested a new technique: animating a finished 3D exterior illustration with GPT-5, Gemini DeepMind and Veo 3.1. The goal wasn't a full-blown film, but to create feeling, movement and life without time-consuming processes.
29 November 2025 · 3 min
The product — new homes — is fundamentally the same. But the way projects are planned, presented and experienced by buyers has changed considerably over nearly two decades.
28 November 2025 · 3 min
The marketing is compelling: complex scenes, materials, lighting and mood generated from a couple of sentences. The challenge is that the experience doesn't live up to the promises. The potential is there, but the nuances are everything.
11 November 2025 · 3 min
In a new-build housing project there are no apartments to walk into, no terraces to stand on. Even so, buyers have to decide whether this could become their new home. That makes the visualisations the first, and often most important, encounter with the project.
1 November 2025 · 3 min
When we started building a 3D visualisation network in Ukraine back in 2008, I had no idea how closely tied I would become to the people behind the production. Teams in Kharkiv and Odessa who delivered precise, reliable work, every single time.
30 September 2025 · 3 min
Fewer people know that we have also stood as a property developer, with our own capital, our own risk and responsibility for everything that comes with it. It became a journey of major gains, losses and lessons that give us a deeper understanding of what developers actually face.
8 August 2025 · 5 min
"Can't you just use the 3D model from the architect?" It would save everyone time. But in practice it's rarely possible: architects' models are built for engineering and technical analysis, while visualization places entirely different demands on the work.
5 June 2025 · 3 min