The arrival of tools like Midjourney, Stable Diffusion, or DALL-E has revolutionized the architectural rendering sector. Many clients believe that everything is now automatic and cheap, but the reality is more complex. The value of the work lies not only in the final image, but in the judgment, composition, and technical knowledge behind it. How do you set a fair price without burning out? 🤖
The value of the human eye versus the algorithm 🎨
AIs generate spectacular images in seconds, but they lack constructive precision and control over realistic lighting in complex projects. A professional render still requires detailed 3D modeling, PBR texturing, camera adjustment, and fine post-production. The price should reflect these hours of work: from €80 for a simple exterior image to €400 for an interior with custom furniture and lighting. AI is a tool, not a substitute for the architect.
Client who asks: and why don't you do it with ChatGPT? 😅
And then comes the star client: hey, I've seen that with an AI it's done in two minutes, can you do it for me for 10 euros?. You explain that the AI doesn't know where the radiator goes or how the marble floor reflects. He insists. In the end, you send him a prompt and say: try it yourself. He comes back two days later asking for a real quote. It always works.