AI in the Service of Architectural Promotion: A New Paradigm
How generative artificial intelligence is transforming architectural photography and promotion, illustrated by the report on the CNIT Forest at La Défense.
Architecture and technology are evolving together, opening up new creative possibilities. Today, artificial intelligence (AI) is revolutionising the way we design, build, and promote architectural works.
These tools complement my assignments for real estate developers — they never replace them.
Expertise in Architectural Photography
As a specialist photographer, I have worked with various players in real estate, notably VIPARIS. My latest project, the report on the CNIT Forest in La Défense, designed by Nicolas Adam and François Schuiten, shows the impact of AI on architectural promotion. Drawing on my experience, I have collaborated with several developers and firms to capture the essence of their achievements. My aim is to tell a story through photography, each image being a window onto the soul of the project.
Generative AI (LLM), a Powerful Tool for Architectural Creation and Promotion
Generative AI, in its most recent form, is revolutionising content creation in architectural promotion. Thanks to these new tools, it is possible to generate high-quality visual renderings, showcasing the most appealing aspects of a real-estate project. This makes it possible to present achievements in their best light and to generate interest among investors and the public. As a photographer, I am fascinated by the way AI enhances my work. In collaboration with designers and architects, I have incorporated AI-generated renderings into my photographs to create a unique vision of the project.
A Concrete Example: The CNIT Forest
The CNIT Forest project, with its concept of a forest integrated into the urban environment of La Défense, was beautifully captured through advanced photography and image-processing techniques. This combination of technology and creativity makes it possible to produce visuals that catch the eye and tell a captivating story.
Original photograph before generative AI processing.
Result obtained by combining photographic compositing techniques with generative artificial intelligence.
The video below shows how recent generative AI tools can be used to combine images to form striking video sequences.
Conclusion
The integration of AI into architectural photography and real-estate promotion is a revolution. It makes it possible to run promotional campaigns that are more effective, creative, and affordable. As a professional architectural photographer, I am convinced that these technologies offer incredible opportunities to showcase architecture in ways never seen before. To find out how I can help you promote your real-estate projects using cutting-edge photography and AI techniques, do not hesitate to contact me. Together, let’s bring your architectural visions to life with limitless creativity.