Audiovisual production: Has AI already taken over?

SUMMARY

The use of AI in video production

Advertising and posters: AI as a concept generator

The reactions this provokes

Will AI replace some jobs?

Conclusion

INTRODUCTION 

Hello there! This is the Voice of la Caverne. Today, we’re tackling a subject that’s as fascinating as it is worrying: artificial intelligence in video production.

In recent years (especially since image and video generators have become more widespread), AI has been popping up everywhere. In adverts, on social media, in music videos, on posters, in comedy content, in short films and even, quite often, in certain corporate content. Where once you needed a team, a camera, a set, lighting and a few strong coffees, you can now produce images in a matter of minutes that look… almost real.

And that’s where the debate really begins. Because, when it comes down to it, the real question isn’t just: “Can AI make a video?”

The real question is rather: “Can she create something we truly believe in?”

In this article, we’ll look at how AI is already being used in video production, why it’s provoking such strong reactions, whether it really poses a threat to certain jobs… and, above all, why, despite its impressive capabilities, humans still play a central role.

Spoiler: yes, the AI is impressive. But no, it hasn’t yet stolen the soul of a real audiovisual project.

The use of AI in video production

A technology that is already well established

Not so long ago, AI was often seen as a science-fiction gimmick. Today, it has become a genuine creative tool. And in the world of audiovisual production, its arrival was particularly abrupt.

Why? Because it touches directly on the very essence of our profession: image, movement, sound and visual storytelling. Whereas some software was mainly used to speed up technical tasks (stabilisation, cropping, colour correction, noise reduction, transcription, etc.), modern AI goes much further. It no longer merely assists: it generates.

An idea in mind? You can now write a sentence like:

“A woman walks through a futuristic desert at sunset, in a cinematic style, with a slow tracking shot and golden light”

…and produce a coherent video clip in a matter of moments. So, naturally, it’s a bit shaky.

Advertising and posters: AI as a concept generator

The primary area of application for AI is clearly advertising. These days, a huge number of campaign visuals are first created using generative tools. Not necessarily to produce the final version, but at the very least to:

  • test creative ideas,
  • imagine visual universes,
  • create moodboards,
  • design posters,
  • or speed a pre-production

And let’s be honest: in this area, AI is incredibly effective. Let’s take a very simple example. A clothing brand wants to launch a new collection. In the past, it sometimes had to wait several days to come up with creative ideas, organise a test shoot, carry out lighting tests, choose a location and styling, and so on.

Nowadays, within a few hours, you can get:

  • several artistic proposals,
  • campaign simulations,
  • "almost pub-ready" visuals,
  • or even some of the earliest video animations.

For some small organisations, this is a very tempting shortcut. In the field of video production, it’s already changing the way projects are prepared. AI is becoming a tool for visualisation: it helps to convey a mood, a tone or an aesthetic, sometimes even before a single camera has been taken out of its case. But be careful: whilst it allows you to ‘make things look good quickly’, it doesn’t necessarily guarantee that you’ll get it right.

A successful advertising image isn’t just about good lighting and an attractive setting. It’s also about:

  • a consistent message,
  • a credible brand identity,
  • an emotion that is plain to see,
  • a clear intention.

And that is precisely why a lot of AI-generated content ends up looking very similar: very polished, very smooth… but often too polished and a bit hollow.

Leisure and social media: the boom in ‘wow content’

The second area of massive expansion: leisure. On TikTok, Instagram, YouTube and even LinkedIn, AI has become a machine for producing ‘wow content’. Every week we see the emergence of:

  • fake movie trailers,
  • AI generated clips,
  • Hyperrealistic characters,
  • absurd comedy videos,
  • impossible shots created within a few prompts.

And, of course, it works: audiences love being surprised. And AI excels at creating that ‘Wait… is that true or false?’ effect. In the context of video production, this also opens up new creative possibilities. For artists, independent filmmakers and content creators, AI can be used to:

  • prototypes of a visual universe,
  • develop an idea for a music video,
  • test an esthetic direction,
  • or create shots impossible to get with a small budget.

On this aspect, let's be clear: it is a revolution. A creative person who knows how to use AI effectively can now explore visual possibilities that were once the preserve of big-budget productions. A concept that would have cost tens of thousands of euros in filming, set design or VFX can sometimes be sketched out for a fraction of the price.

And that is true democratisation. But here again, the pitfall is simple: a spectacular effect is no substitute for good direction. An impressive video isn’t necessarily a good video.

What truly hold a viewer isn't just "a crazy shot", it's:

  • rhythm
  • consistency,
  • the look,
  • sincerity,

and, above all, the reason behind the image.

Fake news: when the image becomes a weapon

 

Where things really start to get tricky is when AI moves beyond the realm of entertainment and into that of information. And at that point, we’re no longer just talking about creativity. We’re talking about trust.

Nowadays, AI generative tools can produce:

  • fake faces
  • fake voices,
  • fake speeches,
  • fake reports,
  • and soon, staged scenes that are “more lifelike than life itself”.

In other words: a video production can now lie in an extremely convincing way. This is probably one of the greatest upheavals of our visual age. For a long time, watching a video generally meant having proof that something had happened. It wasn’t an absolute guarantee, but it was a benchmark.

Today, that benchmark is crumbling. A political statement can be imitated. A personal account can be falsified. A street scene can be entirely staged.

And even when the fake is spotted, the damage is often already done: the video goes viral, shocks people, sparks reactions, and then leaves behind a trail of doubt.

The problem, therefore, is not just fake news itself. The problem is that the very existence of these tools blurs the line between truth and falsehood.

And in a world saturated with images, this loss of reference points has a direct impact on the way the public perceives all video content, including authentic content.

  1. The reactions this provokes

Genuine public rejection in some cases

Contrary to what one might think, the public does not always welcome AI with enthusiasm, particularly the younger generation.

On the contrary: as soon as a campaign, an advert or branded content seems ‘too AI-driven’, reactions can quickly turn negative.

The reason is that many people feel that people are trying to impress them… or to replace them.

When a brand communicates with too artificial visuals, too perfect, too polished, there’s often a kind of instinctive rejection. The audience senses that something isn’t quite right. Even without being able to explain it in technical terms, they feel that something is missing: a presence, an authenticity, a human quality.

And this is particularly evident in advertising video production.

A video may look brilliant on paper, but if it seems ‘disembodied’, it quickly loses its impact. We’re no longer talking to people; we’re sending them an optimised visual object.

Widespread scepticism: ‘Is this real?’

The other major reaction, an even deeper one, is mistrust. Nowadays, whenever an image is too striking, too perfect or too strange, one question automatically springs to mind:

'Is is shot... or generated?'

And this shift profoundly changes our relationship with images. Previously, a professional video production often inspired confidence. It was associated with genuine work involving filming, preparation, recording, editing and artistic direction. Now, some members of the public are initially viewing this with suspicion. This is a huge change.

Indeed, when doubt takes hold everywhere, even authentic content has to ‘prove’ that it is true. And it’s almost ironic: because we’re able to fabricate everything, we end up restoring value to what has actually been experienced, filmed or recorded.

Put simply: the more AI advances, the more valuable reality becomes. And for businesses, artists or brands, this is a factor that should certainly not be underestimated.

Brands that overuse AI stand to lose out

Another important point is that using AI is not necessarily neutral for a brand. In some cases, it can even damage its image, credibility, customer loyalty and even its sales.

Indeed, the public may interpret the use of AI as a lack of effort, a loss of authenticity, a desire to cut costs at the expense of quality, or a cold-hearted replacement of human labour.

Obviously, it all depends on how AI is used. If it’s used to enhance a genuine video production, to speed up certain technical stages or to offer an original, well-integrated concept, that’s all well and good. But if it becomes the visible centrepiece of the project, without any thought behind it, it can have the opposite effect to that intended. A brand wants to build a connection with its audience.

However, engagement rarely stems from content that is perceived as formulaic. And that is something many companies will learn the hard way.

Take, for example, Coca-Cola’s 2025 Christmas advert. This advert, generated entirely by AI, sparked a great deal of negative reaction. It is Coca-Cola’s second AI-generated Christmas advert, and some people have highlighted the irony of a brand whose adverts in the 1990s featured the slogan ‘you can’t beat the real thing’.

Certains postes sont déjà touchés

Let’s be honest: yes, certain jobs or tasks are already under threat. This is particularly true of the simplest, most repetitive or most ‘basic visual’ tasks.

For example, a small business that needs:

  • simple logo,
  • to illustrate an article,
  • a YouTube thumbnail,
  • a social media visual,
  • basic animation,

…AI can sometimes be enough to produce something that is ‘correct’.

And in that case, it does indeed replace some of the demand that used to go to:

  • graphic designers,
  • illustrators,
  • young editors,
  • beginner motion designers,
  • or even some providers of very simple content.

In video production, the roles most affected are therefore not necessarily the most creative or the most strategic. It is mainly standardised, fast-turnaround, low-budget projects, where the client is primarily looking to ‘get something done’ quickly.

And here, we have to say it straight out: the market is already changing.

AI doesn't replace a true vision

Now, we need to stop daydreaming a bit. Because there’s a world of difference between creating an impressive image… and seeing a real audiovisual project through from start to finish.

A true audiovisual production, particularly for an ambitious brand, a corporate film, a music video, premium content or a cohesive campaign, relies on skills that AI does not really master:

  • understanding a client,
  • understand an universe,
  • to convey an intention,
  • leading a shooting,
  • dealing with the unexpected,
  • telling a story,
  • to elicit genuine emotion from an actor or a guest,
  • understanding the right editing rhythm,
  • to create a work that ‘stands the test of time’.

AI can generate concepts. But it doesn’t really know what message to convey to that brand, at that precise moment, for that specific audience. And that’s where many people confuse a ‘powerful tool’ with an ‘autonomous creative’.

It's not the same thing.

When talking about professionals who reject the use of AI – or indeed computers – it’s hard not to mention Christopher Nolan and his recently released film 'Odyssey'!

les projets sérieux auront toujours besoin d’humain

And it's probably the most important aspect.

In the long term, large companies, reputable brands, institutions, established artists and ambitious projects will continue to need a true creative team. At a certain level, the question is no longer “how can we produce quickly?” The question becomes: “how can we produce content that is accurate, powerful, credible and memorable?”

And that’s not something that can be achieved so easily. Major brands aren’t just looking for a nice image. They’re looking for:

  • consistency in communication,
  • a strong identity,
  • skilful storytelling,
  • strong artistic direction,
  • an image that does not undermine their positioning.

In other words: the higher the stakes, the more indispensable people become. In the years to come, we are likely to see a fairly straightforward development:

  • small tasks will be increasingly automated,
  • Genuine expertise will become even more valuable.

And for video production professionals, the right strategy is not to ignore AI. The right strategy is to raise the bar in terms of vision, intent, support and meaning.

Conclusion: incredible technology… but no soul

So, has AI already taken over audiovisual production ? The most honest answer is: it took up a lot of space, yes. But it didn’t take over. Not really.

It’s impressive. It speeds things up. It simplifies things. It opens up some absolutely mind-blowing creative possibilities.

But it does not yet replace what makes a genuine audiovisual project so powerful:

  • human intention,
  • a look,
  • a real feeling,
  • imperfection sometimes,
  • Above all, sincerity.

And that, perhaps, is the most interesting thing about the whole story. As images become artificially perfect, we rediscover the value of what isn’t quite so perfect. A slightly hesitant glance. An unexpected light. A spontaneous detail. A genuine presence. In short, everything that makes a video feel like more than just a technical demonstration… but something we can really feel. AI will continue to transform the way we create – that much is certain. But in video production, what will always truly move people is likely to be something that no machine is yet fully capable of producing:

authenticity


Q&R - AI and audiovisual production

Can AI replace a video production agency?

Not entirely. AI can help create visuals, ideas or certain sequences, but a video production agency provides an overall vision, artistic direction, strategy and consistent execution.

Is AI use full for a company video production?

Yes, provided it is used properly. It can speed up certain stages such as pre-production, visual research or certain effects, but it is no substitute for creative thinking and actual filming.

Why do AI-generated videos sometimes feel unsettling?

Because they can come across as too polished, impersonal or misleading. The public remains very attached to authentic content and the human touch in a video production.

Which jobs in the audiovisual sector are most at risk from AI?

Particularly simple, repetitive tasks: basic illustrations, quick visuals, standard small-scale montages or low-budget content.

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