Thoughts on AI, design, and building better software for brands in the digital age.
In 2026, generating the image is the part that actually works. Give a model the garment, a few reference shots, the right inputs, and it produces a product photo that looks right. That used to be the frontier. It isn't anymore. Generating the picture is the easy part.
This release is about the part of the work that gets hard at scale. Not generating one beautiful image, but running 500 or 5,000 through a workflow that actually holds up. Workbench, exact backdrop color at 10,000 image scale, hero products for pack shots, and a redesigned Home.
Two big changes shipping today. You can now sign up to Brandmachine yourself with a pay-as-you-go plan, and Brandmachine Designer brings AI to the front of the workflow: photorealistic design, conversational iteration, and a measurement-ready tech pack.
After a stretch of big feature launches, this release is about refinement. Digital twins let you bring your own model portraits into Brandmachine. Product Studio got a deep prompt engineering overhaul. And a new fast model beta opens the door to rapid iteration.
OpenAI launched GPT Image 2 today. It's already live in Brandmachine, powering spot correction in the photo editor. Same day. When a model ships and it's meaningfully better at something, we want it in your hands that day. Not next quarter.
One of the most common requests from brands: can we put multiple models in one shot? A lookbook hero, a campaign banner, a lifestyle scene. The honest answer, until now, was: not really. Here's what we built to change that.
Every AI photography tool makes you set up every single shot by hand. Fifty products across three markets with different models and styling? That's hundreds of manual setups. Shot Planner is the first system where AI handles the creative planning, not just the image output.
You set up a studio, generate 40 product shots, and the background colors come out inconsistent. You need a specific grey for your shop, but you get ten different shades. AI image models are surprisingly bad at interpreting color from text. So we stopped describing colors and started showing them.
AI-generated fashion models now produce photorealistic images indistinguishable from traditional photography. On August 2, 2026, the EU AI Act makes disclosure legally mandatory, with penalties up to €15 million or 3% of global revenue.
AI gets you 90% there in 30 seconds. Then you spend 30 minutes in Photoshop fixing the other 10%. That 10% is the difference between a cool demo and something you can actually publish. We shipped two features that close the gap.
It's 3 AM, and I'm staring at yet another AI-generated product shot where the logo has mysteriously duplicated itself onto the sleeve. The T-shirt we photographed (or rather, had AI photograph) looks perfect except for this one glaring hallucination. This is the ninth iteration tonight.
You're seven clicks deep into a settings menu. You've opened three tabs. You're staring at a dropdown that offers seventeen options, none of which are labeled in plain English. You've forgotten what you came here to do.
