Cuebric's own pitch has widened since its 2023 launch

The shot

Cuebric, the AI environment-generation tool co-founded by Pinar Seyhan Demirdag, launched on 6 February 2023 according to American Cinematographer's own report, which described a solution that “uses AI generative art to develop 2.5D environments for LED volumes,” built through Seyhan Lee's virtual-production studio in collaboration with XR Studios. By 2026, Cuebric's own site describes a broader pitch: a tool taking productions “from Concept to Camera” as part of what it calls “a creative operating system for the age of AI.”

What the documents show

The ASC report, written by the publication's own staff, states the mechanics plainly: a user enters a text prompt describing a setting, and the tool “generates that setting in near-real time,” producing what the article calls “photorealistic, fully segmented, textured and Unreal Engine-integrated virtual environments in seconds” for an LED volume. A year later, an NVIDIA blog post carrying an interview with Demirdag frames the same product more generally, as software meant to help “creators quickly bring their ideas to life, making high-quality production more accessible” — Demirdag's own description, in her capacity as co-founder, not an independent evaluation. Cuebric's current site names ties to Disguise, Pixera and NVIDIA Omniverse, and links to a British Cinematographer headline describing a joint “AI-driven photorealistic content generator” built with Disguise for virtual production. Read together, the documents describe one engine applied to two adjacent uses: pre-production environment concepting, and on-set LED-volume content, with the balance shifting toward the former in Cuebric's newer materials.

The workflow

For a production using Cuebric ahead of a shoot, the documented workflow is text prompt in, environment out, with the tool's own description emphasizing iteration speed over final-pixel delivery: a concept artist or previs team can generate and revise a background before committing to build or license one. Whether that environment then goes to an LED wall is a separate, on-set decision this site does not cover; Cuebric's materials describe both paths without claiming one replaces set design or location scouting.

What the tool does not change

A text-prompted environment is a starting point for a production designer's or DP's judgment about what a scene actually needs, not a replacement for it; none of the cited documents claim otherwise. Deciding whether a generated background belongs on an LED volume, a greenscreen composite, or only a pitch deck remains a production decision the tool does not make.

• Is a generated environment being used to plan a shot, or to appear directly on screen or an LED wall, and does that change what scrutiny it needs?
• Does the vendor's description come from independent trade coverage, a partner's blog, or the company's own marketing, and does that change how the capability claim should be weighed?
• What does the tool's current site claim that its launch coverage did not, and does that reflect a real capability change or a repositioning?

Cuebric's own record, read from a 2023 trade report through to its 2026 homepage, shows a tool whose stated scope has widened; that shift is a documented fact about the company's marketing, not proof its underlying generation quality changed to match.