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One-shot has three input types. Image builds the model from a photo or render of the object as-is. Sketch builds it from a drawing plus a few words about what it is.
One-shot with a reference photo attached
1

Pick One-shot, then Image

The box turns into a name field and an Add image button appears.
2

Add the reference

Click Add image, or drop or paste a picture. One clear view of the object. The bar’s own advice: one object, plain background, soft light. A new pick replaces the old one.
3

Name it (optional)

The text box is a name for Image, not a prompt. Leave it empty if you like.
4

Choose Pro or Max, then Generate

The phases are Prepare, Build 3D model, Done. There is no concept-art step, your image is the concept.
Sent a sketch to Clone by mistake? It comes back as Not accepted with a one-click Try One-Shot sketch mode button, and nothing is charged.