As generative AI advances at a rapid pace, it’s revolutionising video production by transforming creative workflows, pushing the boundaries of visual storytelling, and streamlining efficiency. To delve into this game-changing shift, FutureWeek sat down with five creative agency executives to discuss how generative AI is reshaping their work – and the industry as a whole. Here’s what they had to say.
James Joice, MD, Fold7
“Generative AI represents a seismic shift in the world of video production, surpassed only by the move from physical film to digital. It will redefine production, much in the same way TikTok took a hammer to traditional online content, for both better and worse. It offers unparalleled accessibility, efficiency, and speed, enabling the creation of high-quality output much more easily. We have already seen how generative AI tools can streamline key aspects of video production, including ideation, storyboard creation, and visual effects execution.
“These tools enhance collaboration by allowing teams to experiment, iterate, and refine in real-time, making the production process more adaptive and imaginative. However, alongside these advantages, we must navigate challenges such as inconsistency, copyright infringement, and potential misuse.
“With a push for more representation in advertising for instance, it’s important that we carefully consider the input of the AI tools we’re using. We know that text-to-image generative AI models often produce images that include biased and stereotypical traits related to gender, skin colour, occupations, and nationalities to name a few. In our post-truth era, we will have to work even harder to stem the flow of dangerous and bias online material. With great power comes great responsibility.”
“Gen AI in video production is a game-changer but like any tool, it’s got its trade-offs. It speeds things up, but at what cost? Authenticity. The nuance, originality, and those little imperfections that make a story feel real often get lost. And without that emotional punch, are you really connecting with your audience?
“Filmmaking thrives on emotion, perspective, and unpredictability – things AI just doesn’t quite nail. That’s why when we work with clients, AI isn’t the default; it’s an option. Used right, it can enhance a project – whether generating select shots, integrating AI elements, or leaning into AI-driven styles like hyperlapses or surreal transitions. The key is knowing when AI elevates creativity and when it just waters it down. AI should be a tool, not a replacement for human creativity.”
Jamie Field, MD Video, Definition
“AI can absolutely reduce costs in video production, but right now, it’s more about saving time than replacing people—writing briefs, fleshing out scripts, and designing moodboards faster. But the real shift will come when GenAI can create stuff from scratch. We’re already seeing this with AI voiceovers, music, and stock footage. Even with AI tool subscription costs, the savings are significant.
“But here’s the catch: AI outputs are only as good as the inputs. The best GenAI videos today have had hundreds of hours spent fixing consistency, resolution, realism, and motion physics. Factor in that human time, and where’s the real cost saving?
“For quick, simple content, AI dramatically cuts costs. But for professional video, AI can’t yet replace human craft, so savings are more modest. Will that change? I think so. AI will improve, and expectations will shift with it.”
Ali McClintock, SVP of Growth & Head of UKI at DEPT
“AI video production isn’t always about creating new content. The technology is becoming fundamental in helping client’s existing creative to go much further.
“Take transcreation as an example, the second evolution of AI-powered translation. A couple of years ago, we might have used AI to translate subtitles or a slogan, but these same tools are now solving much more complex challenges to create seamless campaigns that are culturally relevant around the world.
“The trick, as with any AI project, is layering levels of intelligence. Rather than simple translation, marketers can now overlay a brand tone of voice, bring in cultural nuance and colloquialisms, and even deploy AI-powered quality control to ensure the new text complies with any local regulations.
“The result isn’t just groundbreaking, it’s imperceptible. Rather than relying on localised subtitles or awkward dubbing, companies like Netflix are using advanced tools to change the video – making actor’s mouths fit the new translation for an effortless viewing experience.”
Chris Camacho, CEO, Cheil UK
“Generative AI is fundamentally reshaping video production across the industry, drastically cutting turnaround times, reducing costs – and expanding creative possibilities. Instead of multiple shoots or extended post-production sprints, creators can instantly generate entire scenes or transitions using advanced AI-driven tools. This streamlined approach frees up creative minds to focus on strategic storytelling, while repetitive tasks become AI’s domain.
“As generative AI continues to evolve, we view it as a catalyst, not a replacement: a powerful tool that complements human insight, drives innovation, and enables stand-out creative solutions. Data-driven iterations help us keep messaging fresh and impactful. Embrace AI’s transformative power now, or risk being left behind.”
