A photographer was checking a concept image for an ad campaign the client had already approved. The lighting in the picture was impossible under real lights and the photographer knew it at once. It had been made with an AI tool, and the client loved it. Now the production team had to rebuild it with real cameras and actors.

This is one example of a wider problem found in a year-long study. Clients once had to imagine what a rough sketch would finally become. Generative AI has turned that problem upside down: one person with such a tool can now bring an idea to a meeting looking finished, before the experts who will make it can improve it. The researchers call this “process collapse” — the separate steps between an idea and a finished product, such as brainstorming and checking, are suddenly squeezed into one conversation with a machine.

Before AI, two senior creatives brainstormed together and briefed a graphic designer, who made a few rough options. Pitch materials stayed deliberately rough, and clients trusted the team to develop the idea later. With AI, one creative worked alone, giving the tool instructions until something appeared. Ideas became easier to sell — but the polished images also caused trouble: clients locked onto details early, and production teams were told to copy exactly what had been sold.

In one campaign, AI produced a picture of the rough coast of Norway. Once the client approved it, a team of photographers and actors flew there to rebuild the scene. But the real photographs lacked the moody atmosphere of the AI picture. Time saved at the start came back later as alignment work— extra effort to make what is produced match what was promised.

The study offers leaders several suggestions. Bring downstream experts upstream, so they can check an idea before it is sold. Protect the provisional quality of early work by showing several directions instead of one polished concept. Finally, set up regular checkpoints with clients, where both sides agree on what is still open and what is now fixed.

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1.1. What did the photographer notice about the image?

A The colours were too bright.

B The actor was facing away.

C The lighting was too good to be true.

D The client had rejected the image.

解析：选C。C 细节理解题。根据第一段的“The lighting in the picture was impossible under real lights, the photographer knew at once”可知，这种光线真实灯光下根本做不出来，所以摄影师一眼看出问题。A“颜色太亮”文中并未提到；B“演员背对镜头”文中并未提到；D“客户拒绝了这张图”与原文“the client had already approved /loved it”正好相反。故选C。

2.2. What does the underlined phrase “process collapse” in Paragraph 2 refer to?

A The merging of separate working steps.

B The rising cost of AI tools.

C The falling number of designers.

D The loss of client interest.

解析：选A。A 词义猜测题。根据第二段破折号后的解释“the separate steps between an idea and a finished product, such as brainstorming and checking, are suddenly squeezed into one conversation with a machine”可知，原本分开的头脑风暴、检查把关等步骤被“挤”进一次与机器的对话，也就是几个工作环节合并到了一起。B“AI工具成本上升”、C“设计师人数下降”、D“客户失去兴趣”都不是这个短语的意思。故选A。

3.3. What does the writer suggest about AI-supported work?

A Selling ideas has become easier.

B Ideas lack creative input from colleagues.

C Clients now pay more for images.

D Production teams finish work faster.

解析：选B。B 推理判断题。第三段把前后两种情况并排放在一起“Before AI, two senior creatives brainstormed together and briefed a graphic designer, who made a few rough options”与“With AI, one creative worked alone, giving the tool instructions until something appeared”。过去一个想法要经过同事一起讨论、再交给设计师做出几个方案，现在只由一个人独自对着工具下指令，作者由此暗示这种工作方式少了同事带来的创意投入。A“卖想法变容易了”确实是文中提到的好处（“Ideas became easier to sell”），但不是作者在这里要指出的缺点；C“客户为图片付更多钱”文中没有提到；D“制作团队完成工作更快”与第四段的“Time saved at the start came back later as alignment work”正好相反，省下的时间后来又以额外工作回来了。故选B。

4.4. What is the text mainly about?

A How AI helps creatives sell ideas.

B Why clients prefer rough sketches.

C How photographers check lighting.

D Why creative teams need new rules.

解析：选D。D 主旨大意题。全文先说AI概念图让方案提前显得完成（第二段），再说客户因此过早锁定细节、制作团队被迫照搬（第三段），接着用挪威案例说明随之而来的“对齐工作”（第四段），最后给出让下游专家提前介入、保护方案的暂定感、与客户设立检查点等建议（第五段），核心是创意团队需要新的工作规则。A“AI如何帮创意人卖方案”和B“客户为何偏爱草图”都只概括了文中一处细节，属于以偏概全；C“摄影师如何检查灯光”只是开头的引子。故选D。