Generative AI Won't Replace Art Direction
Diffusion models are extraordinary tools and terrible art directors. Where human taste still governs the machine.
L
Leo Marchetti
Creative Technologist
Jul 06, 20261 min read
The Tool and the Taste
Generative models compress the cost of iteration to near zero. What they cannot compress is judgement.
Direction, Not Generation
The valuable skill is no longer making the image — it is knowing which of ten thousand images is the right one.
A New Workflow
We treat the model as a junior with infinite stamina and no point of view. Direction remains a human act.