AI kao alat za plasiranje arhitekture i dizajna
Pujo Design Tools: AI as a Tool for Presenting Design
Over the past few years, the use of artificial intelligence across various fields has become part of everyday life, offering ways to accelerate and simplify certain working processes. In design, artificial intelligence can be used in many different ways. However, when it comes to creating unique design with a distinctive authorial expression, we believe that the architect remains irreplaceable. The architect’s role in shaping space cannot be reduced to a technical outcome; it lies in the ability to transform a setting and an idea into a form that carries a specific materiality and atmosphere. In this sense, artificial intelligence is not a substitute for the design process in our studio, but an additional tool used at the very end of that process to present an idea more precisely and make communication between architect and client clearer and more complete.
Creating Atmosphere
Until recently, communication with clients and the presentation of projects to the market typically concluded with renderings, followed by photographs and videos once the projects were completed. Today, by using artificial intelligence as a visualization tool, the renderings and architectural views produced by our team can be brought to life through short films that show how a future building or design will be experienced: how light changes throughout the day, how materials respond under different conditions, and how users naturally interact with the space. This is particularly significant in the part of our practice dedicated to presentation, which forms a link between author-driven architecture, the investor, and the end buyer. At the very end of the process, our design — created by people from concept, through technical development, to visualization — transitions into a more interactive animated format that interprets our work in a more engaging and immersive way.
Experiencing Space
As a result, our working process itself has gained an additional step. Alongside the usual stages of client meetings, concept development, project elaboration through different phases, preparation of construction drawings and technical documentation, and the careful selection of materials and finishing details, our team — keeping pace with contemporary developments — is also becoming increasingly specialized in defining prompts for artificial intelligence tools, through which the desired atmosphere of a project is developed alongside the design itself. As architects and designers, we can already sense every detail of an atmosphere from the earliest sketches and drawings. Yet when communicating with clients, we need to convey to them the spatial scenography and emotional quality of the environments we imagine. At this stage of the process, in parallel with the renderings produced in our studio, we use artificial intelligence tools to create short animations in which the project comes to life through animated users, a passing breeze, reflections of sunlight, or the sound and movement of the sea.
Living the Design
In a winery project we worked on, it was important for client communication to show not only the appearance of the building, but also the atmosphere of the architecture, the garden, and the vineyard through the movement of future users and a variety of scenarios. By defining appropriate prompts for AI tools, we brought the space to life through a series of animations — from enjoying the vineyard and moments of relaxation to formal celebrations — allowing both our investors and their clients to experience the spirit of the place while awaiting its realization. In residential projects, animations created through AI tools help us demonstrate how our design responds to different needs of everyday life, showing how a house we design can simultaneously become a place for relaxation, work, and leisure. The atmospheres accompanying these activities are then presented to clients through sequences of short videos, almost like cinematic trailers.
Function and Innovation
AI tools allow us to communicate concepts more clearly, develop different variations more quickly, and offer clients a more realistic experience of space. In the combination of contemporary technologies and traditional architectural thinking, we recognize a new opportunity for architecture to become more accessible and easier to understand, while making its underlying idea more visible. Architects and designers remain the ones who think, connect, and feel space, while digital tools are there to help communicate those ideas more clearly to others. In our practice, AI supports the creative process as an extension of the hand, not a replacement for it. It is precisely within this relationship between expertise and technology — between design intuition, engineering precision, and artistic poetics — that unique architecture emerges: architecture that, at every stage of its development, finds the best possible way to communicate with its future users.