How Story is Using AI-enabled Tools to Enhance Creativity, Not Replace It.
We sat down with Story Head of Architecture, Sarah Hunter, to dig into what she sees as the role of AI in architecture and design and to learn more about why Story is investing in AI-enabled design tools and how we’re deploying them in our work with Clients.
Why is Story developing AI-driven tools? What role do they play in our process?
AI is rapidly transforming the design industry, and at Story, we believe it should be used as a tool to enhance creativity, not replace it. By leveraging AI early in the design process, we’re able to explore more ideas, visualize concepts quickly, and help clients better understand their options. This is especially valuable in residential design, where decisions are so personal and clarity builds confidence.
For a client who has trouble visualizing a space, how does AI allow us to explore 'what if' scenarios—like changing materials or layouts—in real-time during a meeting?
With just a few simple prompts, AI allows us to generate 3D visualizations of a client’s space in real time. For clients who struggle to interpret traditional 2D drawings, this is incredibly powerful. We can instantly explore “what if” scenarios by adjusting layouts, testing different materials, or even comparing paint colors, to see how each option feels in the space. It bridges the gap between imagination and visualization, and because it happens live during a meeting, it helps keep projects moving forward by reducing uncertainty and avoiding lingering decisions.
How does using AI during the design phase help us provide more accurate cost estimates or identify potential construction issues before they become expensive mistakes?
AI gives clients a clear “sneak peek” into the final design, which helps them make informed decisions earlier. When the layout, materials, and overall flow are easier to understand, there’s less back-and-forth later in the process. That clarity allows us to provide more accurate cost estimates and avoid changes that often lead to unexpected expenses during construction.
Some see AI as a 'co-pilot.' In your vision of the future, what are the specific parts of the project where the human must always remain the 'pilot'?
AI is a tool that helps improve the design process, but it will never replace the designer. Homes are deeply personal, and many of the most important design decisions come from listening, interpreting nuances, and guiding clients through choices they may not even know how to articulate. That level of understanding and the partnership built between the design team and the client requires a human touch that AI simply can’t replicate.
Some might worry that AI leads to 'cookie-cutter' design. How are we using these tools to actually create more bespoke solutions that are tailored specifically to a client’s unique lifestyle and aesthetics?
AI supports inspiration and visualization, but it doesn’t replace the design process. Every home we create is the result of close collaboration with our clients, ensuring each solution is highly personal, intentional, and anything but cookie-cutter.
We use AI to handle some of ideation and visioning, but how does that give you more time to sit with a client and really understand the emotional goals they have for their home?
Traditionally, high-quality renderings were time-intensive and reserved for the final stages of design, making them difficult to revise or use as a true exploratory tool. By using AI to support ideation and early visualization, we can generate accurate, flexible renderings throughout the design process. This efficiency frees up time that would otherwise be spent on production, allowing us to sit with clients, listen more deeply, and focus on the emotional goals they have for their home rather than just reacting to drawings.
How does AI help bridge the gap between 'architect-speak' and the client’s vision, making the design process feel more transparent and less like a black box?
Not everyone speaks the language of plans, sections, and details. AI allows us to show ideas instead of just describing them, making the design process more accessible and collaborative. When clients can actually see what we’re talking about, the process feels less like a black box and more like a shared journey.
Sarah Hunter, Story’s Vice-president of Architecture, brings more than 20 years of experience helping people create homes that fit their lives. Licensed in both Arizona and Colorado and LEED accredited, Sarah has worked across the housing spectrum from single-family residences to high-rise multifamily communities. She has always been most drawn to the personal connection of residential design.
Over the course of her career, Sarah has developed a passion for reimagining spaces in ways that feel both functional and inspiring. Whether it’s opening up a floor plan, creating light-filled rooms, or blending new additions seamlessly into existing homes, she enjoys solving design challenges with creativity and care.
