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What is real anymore? It doesn't matter.

In development, visuals are persuasion. AI makes them infinite.

I know we all know this, but it's hard not to keep thinking about how profoundly this is all going to change the global economy. Let's take real estate development. Development is a future-oriented business. It's about imagining what the future could be, and then going out and trying to create it. Because of this, I think you could also describe it as an industry of visual persuasion. Renderings, photos, diagrams, and many other tools are used to sell a specific kind of future.

In the olden days, these tools used to cost a lot of money, especially if you were preparing for something like a condominium sales launch. When it came to renderings, we used to have to book the best companies months in advance, and then once work actually started, it would take several weeks of iteration before the final renderings were ready. In parallel to this, you'd also be working on your photography. And because no developer wants to photograph dormant winter trees and sidewalks shellacked in road salt, you also needed to carefully plan ahead for when you'd be taking these.

Then, once you had all your visuals ready, you sent them off to the printers, so that sales brochures and other marketing collateral could be physically printed. It's a long and expensive process. Of course, AI collapses this entire workflow. It dramatically reduces both time and cost (down to an almost zero marginal cost), and opens up a world of unlimited visual possibilities. Want a photograph of a couple walking in New York City in the snow during Christmas? Done.

So what does this mean for development and all of the service providers who help to visualize projects into existence? In my view, it means the low-value-add ones go away. AI easily replaces them. But for the high-value ones who bring incredible creative direction to projects, I think they get better and become even more important. AI is creative rocket fuel. But you still need someone who can direct, who has taste, and who can decide what story the project should tell.

Cover photo by Serhii Hanushchak on Unsplash

I know we all know this, but it's hard not to keep thinking about how profoundly this is all going to change the global economy. Let's take real estate development. Development is a future-oriented business. It's about imagining what the future could be, and then going out and trying to create it. Because of this, I think you could also describe it as an industry of visual persuasion. Renderings, photos, diagrams, and many other tools are used to sell a specific kind of future.

In the olden days, these tools used to cost a lot of money, especially if you were preparing for something like a condominium sales launch. When it came to renderings, we used to have to book the best companies months in advance, and then once work actually started, it would take several weeks of iteration before the final renderings were ready. In parallel to this, you'd also be working on your photography. And because no developer wants to photograph dormant winter trees and sidewalks shellacked in road salt, you also needed to carefully plan ahead for when you'd be taking these.

Then, once you had all your visuals ready, you sent them off to the printers, so that sales brochures and other marketing collateral could be physically printed. It's a long and expensive process. Of course, AI collapses this entire workflow. It dramatically reduces both time and cost (down to an almost zero marginal cost), and opens up a world of unlimited visual possibilities. Want a photograph of a couple walking in New York City in the snow during Christmas? Done.

So what does this mean for development and all of the service providers who help to visualize projects into existence? In my view, it means the low-value-add ones go away. AI easily replaces them. But for the high-value ones who bring incredible creative direction to projects, I think they get better and become even more important. AI is creative rocket fuel. But you still need someone who can direct, who has taste, and who can decide what story the project should tell.

Cover photo by Serhii Hanushchak on Unsplash

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