No Generative Imagery for final frames will be used/created at FRAKTL.

We believe final frames should reflect the work of artists. That’s why we do not use or create generative imagery in final outputs.

AI has grown rapidly over the past few years. We see it as a double-edged sword. A technology with the potential to revolutionize workflows, automate time-consuming and repetitive tasks, and reduce costs. But it also poses serious risks to the creative industry and beyond.

While AI has made significant technological strides, it has also caused real harm. Much of it has been trained on work taken from artists without consent or compensation. It’s contributed to widespread layoffs, directly or indirectly, and fostered an environment of mistrust, especially as fake and altered content becomes harder to distinguish from reality.

The promises of AI, especially in the realm of generative art, have been loud and often over-hyped. In many cases, these tools fail to meet the quality, consistency, or specificity required in production work. Despite the constant stream of AI generated content flooding news feeds and timelines, we’re seeing a cultural shift. More and more people are turning back to hand-crafted, personal work and we see that as a positive move forward.

That said, we’re not anti-AI. We don’t believe generative AI is the future of creative work, but we do see value in AI and machine learning tools that support artists, rather than replace them. When used ethically and transparently, these tools can speed up production and remove friction from certain parts of the pipeline, helping artists focus more on the creative aspects of their craft.