Using AI as a Producer: What’s Actually Useful (And What Isn’t)
AI has become one of the biggest talking points in the creative industry. Almost every week, a new tool promises to generate videos faster, edit content automatically or replace parts of the production process. After more than 12 years working in video editing and around 9 years producing video & content for brands including Samsung, Sony, EA Sports, INEOS, and Indeed to name a few, I’ve spent the past couple of years exploring these tools myself. Some have genuinely changed the way I work. Others are impressive demonstrations that aren’t quite ready for professional production. What I’ve learned is this: AI isn’t replacing great producers or storytellers. It’s changing how