What artificial intelligence really does in our production

‘Powered by AI’ no longer means anything. So let us be precise: here is where it is used at our agency, and where we have decided it will not be.

Where it saves time

• Logging footage. Finding the usable takes in four hours of footage used to take half a day. Today it is a matter of minutes.
• Subtitles. Automatic transcription, then human proofreading. The gain is real and the risk is low.
• Script variants. Adapting an approved angle into four short versions, for testing.
• The first sort of performance data. Spotting what deserves a closer look in the data, before we analyse it ourselves.

What these four tasks have in common: they are tedious, can be checked at a glance, and a mistake in them has no consequences. These are exactly the criteria that make automation reasonable.

Where we do not use it

• The advertising angle. It is the decision that determines everything else, and it requires knowing the client, their market and what they cannot say.
• The filming. A generated face can be spotted, and a brand caught showing people who do not exist loses more than it gained.
• Testimonials. Never. A fake testimonial is a misleading commercial practice, whatever the technology used.
• The final edit. The pace of a video ad is decided frame by frame, and that is still a craft.

AI saves us hours on what is tedious. It has never given us an idea.

Why we say it in this order

On our home page, the line reads ‘conceived, filmed and edited by humans, amplified by artificial intelligence’. The order is deliberate. In a market where everyone advertises AI, what is becoming rare is no longer AI — it is the human hand. What is rare should come first.