{"id":13839,"date":"2026-07-31T12:18:08","date_gmt":"2026-07-31T12:18:08","guid":{"rendered":"https:\/\/lacavernedelimage.com\/?p=13839"},"modified":"2026-07-31T15:27:56","modified_gmt":"2026-07-31T15:27:56","slug":"production-markvideo-mark-lia-a-t-elle-deja-pris-le-dessus","status":"publish","type":"post","link":"https:\/\/lacavernedelimage.com\/en\/production-markvideo-mark-lia-a-t-elle-deja-pris-le-dessus","title":{"rendered":"Audiovisual <mark>production<\/mark> : Has AI already taken over?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"13839\" class=\"elementor elementor-13839\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2cc69f0d elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"2cc69f0d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3d63c10b\" data-id=\"3d63c10b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\n\t\t<div class=\"elementor-element elementor-element-390d19c4 elementor-widget elementor-widget-firstframe_core_section_title\" data-id=\"390d19c4\" data-element_type=\"widget\" data-widget_type=\"firstframe_core_section_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-section-title qodef-alignment--left\">\n\t\t<h1 class=\"qodef-m-title\" >\n\t\t\t\t\tAudiovisual production:<mark> Has AI already taken over?<\/mark>\t\t\t<\/h1>\n\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42ad35fe elementor-widget elementor-widget-spacer\" data-id=\"42ad35fe\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4f6860e2 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"4f6860e2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-191126ee\" data-id=\"191126ee\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d5ae5cc elementor-widget elementor-widget-text-editor\" data-id=\"4d5ae5cc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4>SUMMARY<\/h4><p><a href=\"#utilisationIA\"><span style=\"color: #1b3b65;\"><strong>The use of AI in video production<\/strong><\/span><\/a><\/p><ul><li><a href=\"#techinstallee\">A technology that is already well established<\/a><\/li><\/ul><p><a href=\"#Pubsconcept\"><span style=\"color: #1b3b65;\"><strong>Advertising and posters: AI as a concept generator<\/strong><\/span><\/a><\/p><ul><li><a href=\"#contenuwow\">Leisure and social media: the boom in \u2018wow content\u2019<\/a><\/li><li><a href=\"#fakenews\">Fake news: when the image becomes a weapon<\/a><\/li><\/ul><p><a href=\"#reactions\"><strong><span style=\"color: #1b3b65;\">The reactions this provokes<\/span><\/strong><\/a><\/p><ul><li><a href=\"#rejetpublic\">Genuine public rejection in some cases<\/a><\/li><li><a href=\"#est-ce-reel\">Widespread scepticism: \u2018Is this real?\u2019<\/a><\/li><li><a href=\"#abus-IA\">Brands that overuse AI stand to lose out<\/a><\/li><\/ul><p><a href=\"#remplacer-metiers\"><strong><span style=\"color: #1b3b65;\">Will AI replace some jobs?<\/span><\/strong><\/a><\/p><ul><li><a href=\"#postes-touches\">Some works already affected<\/a><\/li><li><a href=\"#vraie-vision\">AI doesn't replace a true vision<\/a><\/li><li><a href=\"#besoin-humain\">Serious projects will always need humans<\/a><\/li><\/ul><p><a href=\"#conclusion\"><strong><span style=\"color: #1b3b65;\">Conclusion<\/span><\/strong><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-e7ac211\" data-id=\"e7ac211\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e3293e2 elementor-widget elementor-widget-text-editor\" data-id=\"4e3293e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4><span style=\"color: #ffffff;\">INTRODUCTION\u00a0<\/span><\/h4><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">Hello there! This is the Voice of la Caverne. Today, we\u2019re tackling a subject that\u2019s as fascinating as it is worrying: artificial intelligence in video production.<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">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\u2026 almost real.<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">And that\u2019s where the debate really begins. Because, when it comes down to it, the real question isn\u2019t just: \u201cCan AI make a video?\u201d<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">The real question is rather: \u201cCan she create something we truly believe in?\u201d<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">In this article, we\u2019ll look at how AI is already being used in video production, why it\u2019s provoking such strong reactions, whether it really poses a threat to certain jobs\u2026 and, above all, why, despite its impressive capabilities, humans still play a central role.<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">Spoiler: yes, the AI is impressive. But no, it hasn\u2019t yet stolen the soul of a real audiovisual project.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-315bd725 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"315bd725\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5bd5bb73\" data-id=\"5bd5bb73\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3f1a55f8 elementor-widget elementor-widget-spacer\" data-id=\"3f1a55f8\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0f5c356 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"0f5c356\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-90526b1\" data-id=\"90526b1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-42273e0 elementor-widget elementor-widget-text-editor\" data-id=\"42273e0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3 style=\"font-weight: 400;\"><a href=\"#utilisationIA\"><strong>The use of AI in video production<\/strong><\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-38ab9bd elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"38ab9bd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-103c0e4\" data-id=\"103c0e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1aae140 elementor-widget elementor-widget-text-editor\" data-id=\"1aae140\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3 style=\"font-weight: 400;\"><a href=\"#techinstallee\"><strong>A technology that is already well established<\/strong><\/a><\/h3><p style=\"font-weight: 400;\">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<strong> <a href=\"https:\/\/lacavernedelimage.com\/en\/production-audiovisuelle-a-lyon-notre-aventure\/\">audiovisual production<\/a><\/strong>, its arrival was particularly abrupt.<\/p><p style=\"font-weight: 400;\">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.<\/p><p style=\"font-weight: 400;\">An idea in mind? You can now write a sentence like:<\/p><p style=\"font-weight: 400;\">\u201cA woman walks through a futuristic desert at sunset, in a cinematic style, with a slow tracking shot and golden light\u201d<\/p><p style=\"font-weight: 400;\">\u2026and produce a coherent video clip in a matter of moments. So, naturally, it\u2019s a bit shaky.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-948b6ac\" data-id=\"948b6ac\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b1ee4c elementor-widget elementor-widget-image\" data-id=\"1b1ee4c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"750\" src=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Tech-installee.jpg\" class=\"attachment-large size-large wp-image-14002\" alt=\"\" srcset=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Tech-installee.jpg 500w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Tech-installee-200x300.jpg 200w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Tech-installee-8x12.jpg 8w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-b04cce5 elementor-widget elementor-widget-spacer\" data-id=\"b04cce5\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-704e9049 elementor-section-full_width elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"704e9049\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-60910bfd\" data-id=\"60910bfd\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34c32593 elementor-widget elementor-widget-text-editor\" data-id=\"34c32593\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"images\"><\/a><\/p><h2 style=\"font-weight: 400;\"><a href=\"#Pubsconcept\"><strong>Advertising and posters: AI as a concept generator<\/strong><\/a><\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-29360b24 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"29360b24\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c450424\" data-id=\"5c450424\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-50b92abf elementor-widget elementor-widget-text-editor\" data-id=\"50b92abf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"image-sportive\"><\/a><\/p><p style=\"font-weight: 400;\">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:<\/p><ul style=\"font-weight: 400;\"><li>test creative ideas,<\/li><li>imagine visual universes,<\/li><li>create moodboards,<\/li><li>design posters,<\/li><li>or speed a pre-production<\/li><\/ul><p style=\"font-weight: 400;\">And let\u2019s be honest: in this area, AI is incredibly effective. Let\u2019s 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.<\/p><p style=\"font-weight: 400;\">Nowadays, within a few hours, you can get:<\/p><ul style=\"font-weight: 400;\"><li>several artistic proposals,<\/li><li>campaign simulations,<\/li><li>\"almost pub-ready\" visuals,<\/li><li>or even some of the earliest video animations.<\/li><\/ul><p style=\"font-weight: 400;\">For some small organisations, this is a very tempting shortcut. In the field of video production, it\u2019s 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 \u2018make things look good quickly\u2019, it doesn\u2019t necessarily guarantee that you\u2019ll get it right.<\/p><p style=\"font-weight: 400;\">A successful advertising image isn\u2019t just about good lighting and an attractive setting. It\u2019s also about:<\/p><ul><li>a consistent message,<\/li><li>a credible brand identity,<\/li><li>an emotion that is plain to see,<\/li><li>a clear intention.<\/li><\/ul><p style=\"font-weight: 400;\">And that is precisely why a lot of AI-generated content ends up looking very similar: very polished, very smooth\u2026 but often too polished and a bit hollow.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7198e2b0 elementor-widget elementor-widget-spacer\" data-id=\"7198e2b0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d40c09e elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"3d40c09e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1a69b898\" data-id=\"1a69b898\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e77ad5d elementor-widget elementor-widget-spacer\" data-id=\"e77ad5d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f512f41 elementor-widget elementor-widget-firstframe_core_separator\" data-id=\"4f512f41\" data-element_type=\"widget\" data-widget_type=\"firstframe_core_separator.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-separator clear qodef-position--center\">\n\t<div class=\"qodef-m-line\" style=\"border-color: #E7E7E7;border-style: solid;width: 80%;border-bottom-width: 3px\"><\/div>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53ca4e39 elementor-widget elementor-widget-spacer\" data-id=\"53ca4e39\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-75b20c34 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"75b20c34\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-537a9408\" data-id=\"537a9408\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f8bcca5 elementor-widget elementor-widget-text-editor\" data-id=\"1f8bcca5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"clips-sport\"><\/a><\/p><h3 style=\"font-weight: 400;\"><a href=\"#contenuwow\"><strong>Leisure and social media: the boom in \u2018wow content\u2019<\/strong><\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7c4a0c3 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"7c4a0c3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3afd95ff\" data-id=\"3afd95ff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d2d3735 elementor-widget elementor-widget-image\" data-id=\"1d2d3735\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"420\" height=\"888\" src=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Contenu-wow2.jpg\" class=\"attachment-large size-large wp-image-14006\" alt=\"\" srcset=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Contenu-wow2.jpg 420w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Contenu-wow2-142x300.jpg 142w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Contenu-wow2-6x12.jpg 6w\" sizes=\"(max-width: 420px) 100vw, 420px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2e38bf0e\" data-id=\"2e38bf0e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1dc67abe elementor-widget elementor-widget-text-editor\" data-id=\"1dc67abe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">The second area of massive expansion: leisure. On TikTok, Instagram, YouTube and even LinkedIn, AI has become a machine for producing \u2018wow content\u2019. Every week we see the emergence of:<\/p><ul style=\"font-weight: 400;\"><li>fake movie trailers,<\/li><li>AI generated clips,<\/li><li>Hyperrealistic characters,<\/li><li>absurd comedy videos,<\/li><li>impossible shots created within a few prompts.<\/li><\/ul><p style=\"font-weight: 400;\">And, of course, it works: audiences love being surprised. And AI excels at creating that \u2018Wait\u2026 is that true or false?\u2019 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:<\/p><ul style=\"font-weight: 400;\"><li>prototypes of a visual universe,<\/li><li>develop an idea for a music video,<\/li><li>test an esthetic direction,<\/li><li>or create shots impossible to get with a small budget.<\/li><\/ul><p style=\"font-weight: 400;\">On this aspect, let's be clear: it is a revolution. <a href=\"https:\/\/www.axelmilon.com\"><strong>A creative person<\/strong><\/a> 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.<\/p><p style=\"font-weight: 400;\">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\u2019t necessarily a good video.<\/p><p style=\"font-weight: 400;\">What truly hold a viewer isn't just \"a crazy shot\", it's:<\/p><ul style=\"font-weight: 400;\"><li>rhythm<\/li><li>consistency,<\/li><li>the look,<\/li><li>sincerity,<\/li><\/ul><p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">and, above all, the reason behind the image.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cf4f2a2 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"cf4f2a2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-37537f5\" data-id=\"37537f5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb5728e elementor-widget elementor-widget-text-editor\" data-id=\"bb5728e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4><a name=\"mise-en-scene\"><\/a><\/h4><h3 style=\"font-weight: 400;\"><a href=\"#fakenews\"><strong>Fake news: when the image becomes a weapon<\/strong><\/a><\/h3><h3><strong>\u00a0<\/strong><\/h3><p style=\"font-weight: 400;\">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\u2019re no longer just talking about creativity. We\u2019re talking about trust.<\/p><p style=\"font-weight: 400;\">Nowadays, AI generative tools can produce:<\/p><ul style=\"font-weight: 400;\"><li>fake faces<\/li><li>fake voices,<\/li><li>fake speeches,<\/li><li>fake reports,<\/li><li>and soon, staged scenes that are \u201cmore lifelike than life itself\u201d.<\/li><\/ul><p style=\"font-weight: 400;\">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\u2019t an absolute guarantee, but it was a benchmark.<\/p><p style=\"font-weight: 400;\">Today, that benchmark is crumbling. A political statement can be imitated. A personal account can be falsified. A street scene can be entirely staged.<\/p><p style=\"font-weight: 400;\">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.<\/p><p style=\"font-weight: 400;\">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.<\/p><p style=\"font-weight: 400;\">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.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-196869c elementor-widget elementor-widget-spacer\" data-id=\"196869c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8779d95 elementor-widget elementor-widget-firstframe_core_separator\" data-id=\"8779d95\" data-element_type=\"widget\" data-widget_type=\"firstframe_core_separator.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-separator clear qodef-position--center\">\n\t<div class=\"qodef-m-line\" style=\"border-color: #E7E7E7;border-style: solid;width: 80%;border-bottom-width: 3px\"><\/div>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8ceb2a elementor-widget elementor-widget-spacer\" data-id=\"c8ceb2a\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6f23920a elementor-section-full_width elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"6f23920a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-511188df\" data-id=\"511188df\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-519a16cc elementor-widget elementor-widget-text-editor\" data-id=\"519a16cc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"images-insolites\"><\/a><\/p><ol start=\"2\"><li style=\"font-weight: 400;\"><h2><a href=\"#reactions\"><strong> The reactions this provokes<\/strong><\/a><\/h2><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-115f83c elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"115f83c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-433efa0\" data-id=\"433efa0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eab6b33 elementor-widget elementor-widget-text-editor\" data-id=\"eab6b33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"definition\"><\/a><\/p><h3 style=\"font-weight: 400;\"><a href=\"#rejetpublic\"><strong>Genuine public rejection in some cases<\/strong><\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-75441c99 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"75441c99\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7d4c3ddd\" data-id=\"7d4c3ddd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f616754 elementor-widget elementor-widget-text-editor\" data-id=\"f616754\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">Contrary to what one might think, the public does not always welcome AI with enthusiasm, particularly the younger generation.<\/p><p style=\"font-weight: 400;\">On the contrary: as soon as a campaign, an advert or branded content seems \u2018too AI-driven\u2019, reactions can quickly turn negative.<\/p><p style=\"font-weight: 400;\">The reason is that many people feel that people are trying to impress them\u2026 or to replace them.<\/p><p style=\"font-weight: 400;\">When a brand communicates with <strong>too artificial visuals<\/strong>, too perfect, too polished, there\u2019s often a kind of instinctive rejection. The audience senses that something isn\u2019t 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.<\/p><p style=\"font-weight: 400;\">And this is particularly evident in advertising video production.<\/p><p style=\"font-weight: 400;\">A video may look brilliant on paper, but if it seems \u2018disembodied\u2019, it quickly loses its impact. We\u2019re no longer talking to people; we\u2019re sending them an optimised visual object.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3a322694 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"3a322694\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2bb47fbe\" data-id=\"2bb47fbe\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-381dc24 elementor-widget elementor-widget-image\" data-id=\"381dc24\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"316\" src=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-1024x316.jpg\" class=\"attachment-large size-large wp-image-14016\" alt=\"\" srcset=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-1024x316.jpg 1024w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-300x93.jpg 300w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-768x237.jpg 768w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-18x6.jpg 18w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel-600x185.jpg 600w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Est-ce-reel.jpg 1296w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-17c703c7 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"17c703c7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-71b3e985\" data-id=\"71b3e985\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7c20fd26 elementor-widget elementor-widget-text-editor\" data-id=\"7c20fd26\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4 style=\"font-weight: 400;\"><a href=\"#est-ce-reel\"><span style=\"color: #ffffff;\"><strong>Widespread scepticism: \u2018Is this real?\u2019<\/strong><\/span><\/a><\/h4><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">The other major reaction, an even deeper one, is mistrust. <\/span><span style=\"color: #ffffff;\">Nowadays, whenever an image is too striking, too perfect or too strange, one question automatically springs to mind:<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">'Is is shot... or generated?'<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">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. <\/span><span style=\"color: #ffffff;\">Now, some members of the public are initially viewing this with suspicion. <\/span><span style=\"color: #ffffff;\">This is a huge change.<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">Indeed, when doubt takes hold everywhere, even authentic content has to \u2018prove\u2019 that it is true. And it\u2019s almost ironic: because we\u2019re able to fabricate everything, we end up restoring value to what has actually been experienced, filmed or recorded.<\/span><\/p><p style=\"font-weight: 400;\"><span style=\"color: #ffffff;\">Put simply: the more AI advances, the more valuable reality becomes. <\/span><span style=\"color: #ffffff;\">And for businesses, artists or brands, this is a factor that should certainly not be underestimated.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1941a710 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"1941a710\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-559a43c1\" data-id=\"559a43c1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e1d775c elementor-widget elementor-widget-text-editor\" data-id=\"4e1d775c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"choix-insolite\"><\/a><\/p><h3><a href=\"#abus-IA\">Brands that overuse AI stand to lose out<\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-01fdb40 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"01fdb40\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6e85c937\" data-id=\"6e85c937\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a0cfdae elementor-widget elementor-widget-text-editor\" data-id=\"5a0cfdae\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">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.<\/p><p style=\"font-weight: 400;\">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.<\/p><p style=\"font-weight: 400;\">Obviously, it all depends on how AI is used. If it\u2019s used to enhance a genuine video production, to speed up certain technical stages or to offer an original, well-integrated concept, that\u2019s 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.<\/p><p style=\"font-weight: 400;\">However, engagement rarely stems from content that is perceived as formulaic. And that is something many companies will learn the hard way.<\/p><p>Take, for example, Coca-Cola\u2019s 2025 Christmas advert. This advert, generated entirely by AI, sparked a great deal of negative reaction. It is Coca-Cola\u2019s second AI-generated Christmas advert, and some people have highlighted the irony of a brand whose adverts in the 1990s featured the slogan \u2018you can\u2019t beat the real thing\u2019.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5f3c32d\" data-id=\"5f3c32d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d9f387 elementor-widget elementor-widget-video\" data-id=\"1d9f387\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=Yy6fByUmPuE&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3e34a79 elementor-section-full_width elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"3e34a79\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cc1043f\" data-id=\"cc1043f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4ef30b7 elementor-widget elementor-widget-text-editor\" data-id=\"4ef30b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"paysage-audiovisuel\"><\/a><\/p><ul><li><h2><a href=\"#remplacer-metiers\"><strong>Will AI replace some jobs?<\/strong><\/a><\/h2><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2c830c4f elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"2c830c4f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-13d753b3\" data-id=\"13d753b3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2de3c599 elementor-widget elementor-widget-text-editor\" data-id=\"2de3c599\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 style=\"font-weight: 400;\"><a href=\"#postes-touches\"><strong>Certains postes sont d\u00e9j\u00e0 touch\u00e9s<\/strong><\/a><\/h5><p style=\"font-weight: 400;\">Let\u2019s be honest: yes, certain jobs or tasks are already under threat. This is particularly true of the simplest, most repetitive or most \u2018basic visual\u2019 tasks.<\/p><p style=\"font-weight: 400;\">For example, a small business that needs:<\/p><ul style=\"font-weight: 400;\"><li>simple logo,<\/li><li>to illustrate an article,<\/li><li>a YouTube thumbnail,<\/li><li>a social media visual,<\/li><li>basic animation,<\/li><\/ul><p style=\"font-weight: 400;\">\u2026AI can sometimes be enough to produce something that is \u2018correct\u2019.<\/p><p style=\"font-weight: 400;\">And in that case, it does indeed replace some of the demand that used to go to:<\/p><ul style=\"font-weight: 400;\"><li>graphic designers,<\/li><li>illustrators,<\/li><li>young editors,<\/li><li>beginner motion designers,<\/li><li>or even some providers of very simple content.<\/li><\/ul><p style=\"font-weight: 400;\">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 \u2018get something done\u2019 quickly.<\/p><p style=\"font-weight: 400;\">And here, we have to say it straight out: <strong>the market is already changing.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5e19e5ab elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"5e19e5ab\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3c2787cc\" data-id=\"3c2787cc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f42a87b elementor-widget elementor-widget-image\" data-id=\"f42a87b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"860\" src=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Nolan.jpg\" class=\"attachment-large size-large wp-image-13986\" alt=\"\" srcset=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Nolan.jpg 620w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Nolan-216x300.jpg 216w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Nolan-9x12.jpg 9w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Nolan-600x832.jpg 600w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7cadb673\" data-id=\"7cadb673\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57d74d6 elementor-widget elementor-widget-text-editor\" data-id=\"57d74d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3 style=\"font-weight: 400;\"><a href=\"#vraie-vision\"><strong>AI doesn't replace a true vision<\/strong><\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6436dd0e elementor-widget elementor-widget-text-editor\" data-id=\"6436dd0e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">Now, we need to stop daydreaming a bit. Because there\u2019s a world of difference between creating an impressive image\u2026 and seeing a real audiovisual project through from start to finish.<\/p><p style=\"font-weight: 400;\">A true <strong><a href=\"https:\/\/lacavernedelimage.com\/en\/production-audiovisuelle-a-lyon-notre-aventure\/\">audiovisual production<\/a><\/strong>, 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:<\/p><ul style=\"font-weight: 400;\"><li>understanding a client,<\/li><li>understand an universe,<\/li><li>to convey an intention,<\/li><li>leading a shooting,<\/li><li>dealing with the unexpected,<\/li><li>telling a story,<\/li><li>to elicit genuine emotion from an actor or a guest,<\/li><li>understanding the right editing rhythm,<\/li><li>to create a work that \u2018stands the test of time\u2019.<\/li><\/ul><p style=\"font-weight: 400;\">AI can generate concepts. But it doesn\u2019t really know what message to convey to that brand, at that precise moment, for that specific audience. And that\u2019s where many people confuse a \u2018powerful tool\u2019 with an \u2018autonomous creative\u2019.<\/p><p style=\"font-weight: 400;\">It's not the same thing.<\/p><p>When talking about professionals who reject the use of AI \u2013 or indeed computers \u2013 it\u2019s hard not to mention Christopher Nolan and his recently released film 'Odyssey'!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-2dca1112 elementor-widget elementor-widget-text-editor\" data-id=\"2dca1112\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a name=\"reseaux-sociaux\"><\/a><\/p><h3 style=\"font-weight: 400;\"><a href=\"#besoin-humain\"><strong>les projets s\u00e9rieux auront toujours besoin d\u2019humain<\/strong><\/a><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9898962 elementor-widget elementor-widget-text-editor\" data-id=\"9898962\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">And it's probably the most important aspect.<\/p><p style=\"font-weight: 400;\">In the long term, large companies, reputable brands, institutions, established artists and ambitious projects will continue to need <strong><a href=\"https:\/\/lacavernedelimage.com\/en\/contact\/\">a true creative team<\/a><\/strong>. At a certain level, the question is no longer \u201chow can we produce quickly?\u201d The question becomes: \u201chow can we produce content that is accurate, powerful, credible and memorable?\u201d<\/p><p style=\"font-weight: 400;\">And that\u2019s not something that can be achieved so easily. Major brands aren\u2019t just looking for a nice image. They\u2019re looking for:<\/p><ul style=\"font-weight: 400;\"><li>consistency in communication,<\/li><li>a strong identity,<\/li><li>skilful storytelling,<\/li><li>strong artistic direction,<\/li><li>an image that does not undermine their positioning.<\/li><\/ul><p style=\"font-weight: 400;\">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:<\/p><ul style=\"font-weight: 400;\"><li>small tasks will be increasingly automated,<\/li><li>Genuine expertise will become even more valuable.<\/li><\/ul><p style=\"font-weight: 400;\">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.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-73dcc9f6 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"73dcc9f6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-33ef3ef8\" data-id=\"33ef3ef8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a5f0beb elementor-widget elementor-widget-spacer\" data-id=\"3a5f0beb\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-707e727d elementor-widget elementor-widget-firstframe_core_separator\" data-id=\"707e727d\" data-element_type=\"widget\" data-widget_type=\"firstframe_core_separator.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-separator clear qodef-position--center\">\n\t<div class=\"qodef-m-line\" style=\"border-color: #E7E7E7;border-style: solid;width: 80%;border-bottom-width: 3px\"><\/div>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-b7f6a51 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-image-no\" data-id=\"b7f6a51\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6381e4f\" data-id=\"6381e4f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3b0e358b elementor-widget elementor-widget-text-editor\" data-id=\"3b0e358b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3 style=\"font-weight: 400;\"><a href=\"#conclusion\"><strong>Conclusion: incredible technology\u2026 but no soul<\/strong><\/a><\/h3><p style=\"font-weight: 400;\">So, has AI already taken over <a href=\"https:\/\/lacavernedelimage.com\/en\/production-audiovisuelle-a-lyon-notre-aventure\/\"><strong>audiovisual production<\/strong><\/a> ? The most honest answer is: it took up a lot of space, yes. But it didn\u2019t take over. Not really.<\/p><p style=\"font-weight: 400;\">It\u2019s impressive. It speeds things up. It simplifies things. It opens up some absolutely mind-blowing creative possibilities.<\/p><p style=\"font-weight: 400;\">But it does not yet replace what makes a genuine audiovisual project so powerful:<\/p><ul style=\"font-weight: 400;\"><li>human intention,<\/li><li>a look,<\/li><li>a real feeling,<\/li><li>imperfection sometimes,<\/li><li>Above all, sincerity.<\/li><\/ul><p style=\"font-weight: 400;\">And that, perhaps, is the most interesting thing about the whole story. As images become artificially perfect, we rediscover the value of what isn\u2019t 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\u2026 but something we can really feel. AI will continue to transform the way we create \u2013 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:<\/p><p style=\"font-weight: 400;\"><strong>authenticity<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d3838b elementor-widget elementor-widget-image\" data-id=\"1d3838b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"384\" src=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-1024x384.jpg\" class=\"attachment-large size-large wp-image-14004\" alt=\"\" srcset=\"https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-1024x384.jpg 1024w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-300x113.jpg 300w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-768x288.jpg 768w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-1536x576.jpg 1536w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-18x7.jpg 18w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame-600x225.jpg 600w, https:\/\/lacavernedelimage.com\/wp-content\/uploads\/2026\/07\/Pas-une-ame.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17748c92 elementor-widget elementor-widget-spacer\" data-id=\"17748c92\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bf56e5 elementor-widget elementor-widget-text-editor\" data-id=\"8bf56e5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4><br \/>Q&amp;R - AI and audiovisual production<\/h4><h6>Can AI replace a video production agency?<\/h6><p>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.<\/p><h6>Is AI use full for a company video production?<\/h6><p>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.<\/p><h6>Why do AI-generated videos sometimes feel unsettling?<\/h6><p>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.<\/p><h6>Which jobs in the audiovisual sector are most at risk from AI?<\/h6><p>Particularly simple, repetitive tasks: basic illustrations, quick visuals, standard small-scale montages or low-budget content.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Production vid\u00e9o: l&rsquo;IA a-t-elle d\u00e9j\u00e0 pris le dessus ? AU SOMMAIRE L&rsquo;utilisation de l&rsquo;IA dans la production vid\u00e9o Une technologie d\u00e9j\u00e0 bien install\u00e9e Publicit\u00e9 et affiches : l&rsquo;IA comme machine \u00e0 concepts Loisir et r\u00e9seaux sociaux : l&rsquo;explosion du \u00ab\u00a0contenu wow\u00a0\u00bb Fake news : quand l&rsquo;image devient une arme Les r\u00e9actions que cela engendre Un [&hellip;]<\/p>","protected":false},"author":1,"featured_media":13973,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[84],"tags":[],"class_list":["post-13839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisuel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Production vid\u00e9o : l\u2019IA a-t-elle d\u00e9j\u00e0 pris le dessus ?<\/title>\n<meta name=\"description\" content=\"L\u2019intelligence artificielle bouleverse la production vid\u00e9o et la publicit\u00e9. 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