Taking The Machine Out of The Man
The Relationship between AI and Video Production
The Buzz Around AI
Social media discussions around artificial intelligence mirror cryptocurrency enthusiasm from 2018. While some tout AI as transformative for entertainment, others resist automation. The reality: AI is advancing steadily in the background, becoming increasingly integrated into professional workflows.
The challenge lies in finding balance — leveraging AI without sacrificing human creativity or allowing executives to eliminate skilled roles entirely.
The Right Tools for The Job
A practical scenario: capturing audio at a crowded event results in garbled, unusable footage mixed with background noise. Previously, this required hours of manual audio engineering using compressors and de-humming tools.
Adobe's AI Audio Tools now solve this instantly. One click separates speech from background noise — preserving content quality while eliminating tedious technical work.
Additional applications include:
- AI-Transcription: Converts interview footage to searchable text immediately, enabling keyword-based editing and allowing editors to work from scripts rather than manually logging hours of footage
- Auto-Reframe: Automatically adapts single timeline footage for multiple aspect ratios (phone, tablet, television), eliminating format-specific editing workflows
"AI is not something that can do the work for you, but it can assist you with the brain-free busywork that comes with all creative projects."
Where Do We Go From Here
Storytelling — connecting human experiences — cannot be replicated by machines. AI should enhance creative processes, not replace them.
Brian Eno's perspective on imperfection:
"The distorted guitar is the sound of something too loud for the medium supposed to carry it...When the medium fails conspicuously, and especially if it fails in new ways, the listener believes something is happening beyond its limits."
The critical concern: as all creators adopt identical AI tools, outputs risk becoming homogeneous. Artists must preserve individual signatures while leveraging technology for efficiency.
Enhancing Creativity for Our Clients
AI tools streamline tedious tasks — audio cleanup, transcription — freeing creative teams to focus on compelling storytelling. This accelerates timelines while maintaining budget constraints.
