AI In Video Production: Cheat Code or Power Tool?

When it comes to artificial intelligence in video production, opinions tend to lean toward one of two extremes: some in the business embrace it as a revolution, while others reject it entirely. We view AI not as a replacement for creatives but as a power tool that requires a skilled hand to be effective. Technology rarely offers any kind of improvement in the wrong set of hands, but AI can offer an opportunity to expand to those who truly understand storytelling, video production, and the creative process.

We consider it a necessity to stay up to date with every technological advancement that we might be able to implement into our processes, and there are a number of ways in which AI is benefiting the video production world. Ultimately, we view artificial intelligence as an unobtrusive way to automate certain tasks, freeing ourselves up to be more creative and more in-tune with the people, companies, and brands we work with. Our goal remains the same as it has always been: to create cinematic, entertaining, and engaging videos. We see AI as a way to be even better at it.

A brief history of video production disruptors

Every major leap forward in video production has been met with a mix of skepticism and excitement. Developments like tapes, computers, and digital cameras have all disrupted previous ways of creating motion pictures. Similarly, technologies like non-linear editing software and camera autofocusing systems have been embraced to the point that they’re now affordable to everyday consumers. Every time a disruption comes along, however, the fear is that the art will soon be lost to a more mechanized way of doing things.

AI is stepping into that role right now. It’s most visible in the way we manage the volume of footage and data we capture. Many media management tasks can now be handled by artificial intelligence. What used to require hours of manual logging has, to an extent, become a background process. Additionally, large language models can be helpful when brainstorming ideas or when getting calendars and schedules synced up for a shoot, while AI features built into editing software can balance audio and color levels during the footage import process.

Tools like these allow us to stop digging through folders, managing file structures, and monitoring audio levels, among other things. They allow us to devote more focus to the narrative nuances that help us keep creativity at the forefront of a project and prevent your video content from boring your audience.

How we use AI as a power tool

We tend to treat all of the tools at our disposal as just that: tools. We look at cameras, lenses, laptops, software applications, and all that goes into a video production in the same way a carpenter looks at hammers, saws, and wrenches. AI fits right into our toolbox, particularly when we dive into the post-production process and the creativity that emerges from it.

AI features that come built into our editing software, such as AI-driven noise removal, allow us to maintain professional audio standards more easily. These features go a long way toward helping us achieve pristine audio in less-than-ideal production environments. We’ll often pair this with morph cuts to seamlessly bridge edits, smoothing out the natural stumbles of an interview subject while keeping the visual flow completely uninterrupted.

We’ve also turned to generative AI to help us clean up a frame here and there. Things like a distracting electrical outlet or a piece of equipment in the background can sometimes be removed with just a few clicks, ensuring viewers stay focused on the message of an interview subject. Leveraging AI to refine the timing of a video in order to hit a perfect 60-second or 90-second duration has also come in handy for us.

The risk of generic content

But with every technological advancement comes the risk of laziness. Relying on AI-only generation inevitably leads to obvious, forgettable content. In fact, that’s one of the reasons we feel professional video production matters more than ever. With the technology available to so many people, the wisdom of having held a camera for years, the knowledge of having studied storytelling for decades, and lived experience are all differentiators that will matter more and more.

By nature the creative process is meant to produce something different, is meant to make something that stands out. No series of algorithms can replicate the conviction of a business owner’s voice or the specific nuances of a company’s culture. Our role as your video production partner is to protect that authenticity and help you communicate in ways that are authentic and unique to you. We only reach into our toolbox for AI when we know it’s able to help us do so.

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