The mythical red button
February 21, 2026 - An image created for the Premium Kaisō case
If at this point in the advertising world we immediately start wondering whether something is real or AI the moment we see an image, then we’re focusing on the wrong things…
Or aren’t we?
It’s refreshing to see brands like Bol take a clear stance and dare to explore the possibilities. Personally, I don’t think the question is WHETHER you should use it as a company, but HOW you’re going to use it. Implementation is everything. Just like those forced OS updates on your phone, sooner or later you’ll have to accept it in one form or another.
At Studio Yukon, I’ve been quietly experimenting behind the scenes for quite some time now. And that’s ongoing..
If there’s one thing working with AI teaches you, it’s that you need to be extremely specific about what you want. Unless you’re asking for a pancake recipe.
You also have to think beyond your initial question, because “I want a red jar of fish food on the beach” isn’t going to get you very far in this case.
Along the way, you’ll probably realize that ChatGPT isn’t necessarily the best model for the end result you had in mind. All those LinkedIn posts saying, “Comment IDIOT for the perfect prompt for the perfect image or perfect video that could replace a 400K production in three days for 2K” — they tend to leave you feeling disillusioned already.
Every LLM has its own strengths. So you have to think further, because after the first prompt the result usually isn’t what you envisioned. With each iteration, you’ll notice you have to ask yourself — and answer — more questions. These are often driven more by personal taste than by anything AI can invent for you.
“What’s the material? Does it have texture? What kind of seal? Is it matte or glossy? What type of lid? What’s the mood of the image? How large is the object?”
You start to understand more clearly what you don’t want and down the rabbit hole you go.
Looking further at optimizing the image, technical specifications also influence the final result. The photographers and videographers among us know this all too well.
Now you’ve described what you do want — but what don’t you want? Add that as well, depending on the model you’re using. Setting boundaries can speed up and “lock in” the outcome.
Before you know it, you’re typing the most extensive briefing you’ve ever written. You start wondering whether you qualify for a Guinness World Record. And the funny thing is, tomorrow everything might be slightly different because there’s been another update.
Red button?
Not really.