How AI is keeping creativity human while streamlining production.

I’ve been in this industry for over 35 years and trust me, I’ve seen a lot of changes! The shift from film to digital, from bulky editing suites to laptops, and now, the rise of AI. We know that every big shift is usually met with scepticism, but in the end, it’s always led to new creative possibilities. And this time is no different.

AI isn’t here to replace us (yet). I think it’s here to help streamline and improve a lot of what we do and take the work off our hands so we can focus on what we do best: telling powerful, human stories for our clients.

Let’s talk about what’s actually happening.

The creative landscape is evolving and AI is undeniably a part of that transformation. Tools like ChatGPT and Runway’s AI Magic Tools help spark ideas, refine narratives and even generate visuals for inspiration. Pre-production is faster and more dynamic with tools like LTX Studio, which helps generate shot ideas, characters and storyboards. When it comes to remote recording platforms, Riverside can ensure high-quality remote recordings and offers a bundle of tools to help work with that footage.

In editing, AI is revolutionising workflows. Adobe Premiere Pro’s AI-powered auto-cut and scene detection can speed up rough cuts, Descript simplifies audio editing, and tools like Adobe Enhance Speech and Auphonic improve sound quality effortlessly. AI-driven VFX tools like Dream Machine create stunning visuals, while Kling.ai allows users to generate high-quality videos by inputting text descriptions or images. Of course there’s Sora and Veo2 that are also stunning… but we’re waiting for UK access to have a play with these.

Regardless of the tool or platform, many AI systems offer similar capabilities and some excel in certain areas more than others.

Let’s be honest, AI will change our roles. The industry is shifting, some traditional production jobs will be impacted and some tasks will disappear entirely. Automated editing, AI-generated scripts, and voice cloning are already replacing certain processes that used to take days of work by entire teams. That’s the reality. But instead of fearing it, we have an opportunity to adapt, evolve, and take advantage of these tools to make our work even better.

At the heart of everything we do is great storytelling. AI can help us work faster and smarter, but it can’t replace the emotional depth, nuance and human connection that make stories truly resonate. I think a well-told story should evoke emotions, build relationships and create lasting impact. That’s something that technology alone cannot replicate. It’s up to us to take these tools and use them to elevate what we do, not replace it.

So, rather than resisting, we’re embracing AI, exploring its potential, and finding new ways to enhance the stories we tell.