2025 is shaping up to be a pivotal year for AI’s role in transforming the way brands create, manage, and distribute 3D content. But though the narrative around AI often portrays it as magical and all-encompassing, the reality is more complex. This was one of many takeaways in a video interview between Mike Festa, CTO of SuperDNA 3D Lab, and Chetan Jakkoju, Chief AI Officer at SuperDNA 3D Lab (video embedded below).
“AI is not magic,” said Jakkoju during the interview. “It’s advanced mathematics and computation, fueled by massive datasets. Its true value lies in amplifying, not replacing, human creativity.”
AI is Everywhere in Content Creation, But Challenged
AI’s transformative potential has reached nearly every sector, and 3D content creation is no exception. However, the road is far from smooth.
Take Wayfair for example. Generating 1,000 lifestyle images per month for a brand of this scale requires precision and consistency. AI helps automate repetitive tasks like image generation and quality assurance, but human oversight is essential to ensure the results meet stringent brand guidelines.
“One of the biggest challenges is that AI doesn’t inherently understand brand-specific requirements,” said Jakkoju. “It can generate beautiful visuals, but aligning those visuals with a brand’s unique identity still requires the expertise of a designer or art director.”
This duality—AI’s ability to assist but not replace—defines the best practices in 3D content creation. It’s about finding the right balance between automation and creativity.
From Reusability to QA
The integration of AI into 3D content creation is not without its hurdles. While the technology has opened new doors, the industry still faces significant challenges in areas like scalability, quality assurance, and adaptability to niche requirements. Yet, with every challenge comes an opportunity to innovate and refine the processes. It’s all about addressing the pain points of 3D content creation. Here are a few ways that’s being done today.
1. AI-Powered Search for Reusability
One of our earliest breakthroughs was developing a search engine for 3D assets. Designers often spend hours recreating models from scratch, even when similar assets already exist. Our search engine solves this by enabling designers to find and reuse existing models, saving both time and resources.
“If a designer can reuse a pre-existing model, it can cut down their work time from 8 hours to just 2 or 3,” Jakkoju explains. “This tool empowers artists to focus on refining their work rather than starting from scratch every time.”
2. Dynamic Quality Assurance (QA) Tools
Ensuring the quality of 3D content at scale is no small feat. Our AI-powered QA tools analyze images and 3D models for adherence to brand guidelines. These tools can detect discrepancies in dimensions, lighting, and even color palettes, providing actionable insights to improve quality.
“For a brand like Wayfair, delivering thousands of images, manual QA isn’t feasible,” says Jakkoju. “Our AI tools act as a first line of defense, ensuring consistency and accuracy across the board.”
3. Tailored AI Models for Niche Problems
Every brand has unique needs, and one-size-fits-all solutions often fall short. That’s why we train AI models on niche datasets specific to each client. For example, we’ve created models that refine lighting for outdoor imagery or enhance the realism of lifestyle images.
“Generic AI can only get you 80% of the way there,” Jakkoju notes. “The last 20%—the part that really makes a difference—requires tailored solutions.”
Why AI Isn’t Magic—And Why That’s a Good Thing
It’s easy to fall into the trap of viewing AI as a magical solution to all problems. But as Jakkoju explains, the reality is far more nuanced.
“AI is not magic—it’s a tool,” he says. “It relies on data, algorithms, and computational power to deliver results. While it can perform tasks faster and at scale, it still requires human input to be truly effective.”
This perspective is critical in managing expectations around AI. While it can generate stunning visuals, it’s not infallible. Edge cases, such as niche products or highly specific brand requirements, still pose challenges that only human expertise can solve.
Redefining Digital Storytelling
Panning back, it’s not about the technology but rather enabling brands to tell stories that resonate. By combining AI-driven efficiency with human creativity, we’re helping brands create content that is not only visually stunning but also deeply meaningful.
Back to Wayfair, its 3D endeavors are a good example of this principle in action. By delivering high-quality lifestyle images that adhere to brand guidelines, its able to connect with its customers in a way that feels authentic and impactful.
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Empowering, Not Replacing
As we look to the future, it’s clear that static imagery is just the beginning. Dynamic content, such as videos that combine 3D assets with lifestyle visuals, is the next frontier.
“By merging 3D and video content, we can increase customer engagement by 5x or even 10x,” said Jakkoju. “Interactive and immersive experiences will redefine how brands connect with their audiences.”
This all boils down to empowering 3D artists. While AI-generated 3D assets are still in their infancy, we see immense potential in using AI to assist artists. Imagine reducing the time it takes to create a high-quality 3D model from 8 hours to just 2 hours.
“Our focus is on building tools that complement human creativity,” Jakkoju says. “AI won’t replace artists, but it will make them more efficient and allow them to focus on what they do best—being creative.”
Header image credit: Sunder Muthukumaran on Unsplash
SuperDNA 3D Lab is a full-service 3D solutions provider. It creates 3D content, distributes it across various channels, and manages it in its own cloud servers for elevated eCommerce and other endpoints.
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