AI: So much more than just a ChatGPT prompt
AI is undeniably reshaping the way we create, adapt, and enhance content. For creatives, marketers, and production teams, this shift is already changing our day-to-day. While tools like ChatGPT and generative platforms offer incredible convenience, relying on them alone oversimplifies the creative process. The truth? This space is far more nuanced, and way more powerful, than a single prompt.
And did we say… far more exciting?!
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April 23, 2025
Maite Gonzalez
Evolving content the right way
Yes, AI tools are evolving fast. But they don’t replace human creativity or original thinking. They don’t dream up new products from scratch or photograph a scene that’s never existed. And they certainly don’t tell the full story without someone guiding the narrative.
Take our post-production lead, Paul. He’s been exploring how AI can elevate our video content, without stripping away its originality.
Usage case 1: Performance optimisation
Let’s start with cats. (Seriously.) Filming animals can be chaotic, think missed cues, unpredictable moves, and endless takes. But AI helps us make sense of that chaos. It can bridge missing frames or smooth out moments, using the footage we’ve already captured. Say the cat didn’t jump off the sofa in quite the right spot, we can use AI to tweak that. The performance is still real. The subject is still real. We’re just enhancing what’s already there.
*This is a test example created for demonstration purposes only and is not part of any paid work.
Usage case 2:
Creative progression
Now picture a kitchen shoot. You’ve filmed the perfect setup, but the client wants to showcase a full colour range. Reshooting the entire scene in different colourways? That’s a logistical headache and a budget buster. CGI might work, but it’s often time-consuming and detached from the original environment. AI offers a smarter, faster alternative, digitally restyling the scene without altering its authenticity. A cabinet becomes blue. A backsplash gets a modern twist. And the original asset lives on, just in a new light.
That’s the real power of AI: not to replace live-action footage or wipe away what we’ve shot, but to extend the value of each frame. It helps us do more with less: more variations, formats, and storylines, with less time, fewer reshoots, and lower costs. Enhancing efficiency while protecting IP and creative integrity.
*This is a test example created for demonstration purposes only and is not part of any paid work.
This isn’t about jumping on the latest trend or plugging in a prompt and hoping for the best. It’s about understanding the ecosystem, what AI can do, what it should do, and what it still can’t. It’s about blending new tech with creative instincts, production expertise, and real-world constraints. That’s where the true value lies.
And that’s where we, as content professionals, shine.
Because (and as we mentioned in our latest social post) while AI can remix and enhance, it still needs a human eye to define the vision. A strategist to understand the “why.” A director to frame the story. A creative to bring it to life. An editor to find the rhythm. A brand to anchor the truth.
So, no. It’s not as simple as a prompt. It’s a process. A collaboration. A partnership between machine potential and human creativity. Used with intent, AI is a tool for longevity, scalability, and quality. It helps us squeeze more value out of every shoot, every still, every frame, without losing the heart of the story.
And as the content landscape continues to evolve, the ones who will thrive aren’t the ones chasing shortcuts, but the ones doubling down on craft, with AI as a co-pilot, not the captain.
In the hands of the right team? It changes everything.
