The mythical red button

February, 2026 - An image created for the Premium Kaisō case - Jordy Wedding

If we now stop and wonder whether an image is real or AI the second we lay eyes on it, we're worried about the wrong thing.

Or are we?

It's good to see brands like Bol take a clear stance and actually explore what's possible. The real question was never whether you should use AI as a company, it's how. Implementation is everything, like those forced updates on your phone, sooner or later you accept it in one form or another.

At Studio Yukon we've been experimenting behind the scenes for a while now, quietly and we still are. And if working with AI teaches you one thing, it's that you have to be painfully specific about what you want. Unless you're after a pancake recipe.

You also have to think past your first question. "I want a red jar of fish food on the beach" will not get you far.

at some point you realise the model you started with isn't the one that gets you where you want to go. Every LLM has its own strengths, so you keep on generating because the first result is almost never what you pictured. Each iteration raises more questions and most of them are questions of taste, not something the AI can answer for you.

What's the material? Does it have texture? Matte or glossy? What kind of lid, what kind of seal? What's the mood? How big is the object, but really?

You start to understand what you don't want, and down the rabbit hole you go. Technical specs shape the result too, as any photographer or director already knows in their bones.

So you've described what you want. Now describe what you don't. Depending on the model, setting those boundaries is what speeds things up and locks the result in. Before you know it you're writing the longest brief of your life, wondering if there's a world record for it. And tomorrow it might all behave slightly differently because there's been another update.

Here's the thing underneath all of it. The work isn't in pressing a button. It's in the judgment, the taste, the knowing what you don't want, the steering. That's not something AI hands you. It's what you bring to it.

The tool can do almost anything. Whether it should and who's steering it, is the whole game.

Red button?

Not really.