For early-stage visual direction it has changed how we work. I generate forty directions, take three to the client, and we have agreed a look before we would previously have finished the first moodboard. Style references keep everything coherent afterwards.
Pros
Aesthetic quality out of the box. Style references make a campaign look intentional.
Cons
Anything with text in it is a write-off. Ask for a poster with a headline and you get gibberish letterforms.
Problems it solves
Compressed visual concepting from about a week to an afternoon.
R
Ryan O.
Head of Delivery · Marketing agency · 11–50 employees
4.0
May 21, 2026
“Had to upgrade to Pro for client work”
Used weekly for 1–2 years
Nobody mentions that on the cheaper plans your generations are visible to other users. For unannounced client campaigns that is unacceptable, so stealth mode is effectively mandatory and the real price is $60 rather than $10.
Pros
Best output quality available. Character references genuinely maintain a consistent person.
Cons
Privacy behind a 6x price step. Complex prompts get interpreted loosely.
I
Isabella R.
Founder · E-commerce · Self-employed
4.0
April 13, 2026
“Beautiful, occasionally uncontrollable”
Used weekly for 6–12 months
When it understands what I want the result is better than I could have art-directed. When it does not, no amount of prompt rewriting fixes it and I switch tools. It is an aesthetic instrument, not a precision one.
Pros
Unmatched look. Fast variations.
Cons
Literal instruction-following is weak. No API, so it stays a manual step in our workflow.
