In LBB's AI Spy series, director Pablo Diaz (SOMOS5) says AI's most transformative work in his commercial process is pre-production: visual treatments, aesthetic development and previz. Magnific and Higgsfield are his current platforms for testing models across image, video and enhancement. Treatments now behave closer to a prototype of the film, with project-specific characters, locations and atmospheres instead of only borrowed references.
He prefers hybrid productions and builds a visual bible so continuity survives across generations. He is blunt that emotion and performance remain weak in AI, and he argues against slot-machine prompting: generation without a directed point of view. Selling a look got easier; standing out got harder, because spectacle alone is no longer scarce.
