AI in Video Production: Game-Changer or Overhyped Shortcut?

Pearce Productions
Apr 11
3 min read

Ever found yourself wondering if artificial intelligence (AI) could handle your next video project? With all the hype surrounding AI in video production, it's easy to imagine a future where editing suites run themselves and your next brand film is crafted at the push of a button.

But is it really that simple?

At Pearce Productions, we've seen the promise of AI and we've also seen the gaps. In this blog, we're exploring where AI is genuinely helpful, where it falls flat, and why human creativity is still the gold standard in great video content.

The Bold Promises of AI Video Tools

AI tools are marketed as the ultimate production assistant. Their core selling points?

Automated Editing

AI software like Descript lets you edit by simply editing the transcript. Tools like Gling AI auto-cut silences and stumbles from talking-head content. Others promise to assemble rough cuts by analysing visual cues, speech, or pacing.

That means faster first drafts and less time trawling through footage.

Sounds ideal, right?

Well, sort of.

These tools can be great for internal videos, podcasts, or social content, but when it comes to telling a story with emotional rhythm, nuance, and strategic messaging, they fall short. Editing isn’t just about cutting. It’s about timing, tone, and understanding the bigger picture.

Enhanced Visual Effects

Platforms like Runway offer AI-powered VFX tools that let users add effects, alter style, or even generate new visuals from text prompts. And yes, it's impressive, especially for experimental content or music videos.

But in a corporate setting? We wouldn’t trust a text prompt to generate brand visuals without careful direction and review. AI might know what “modern office” looks like, but it doesn't know your office, your team, or your brand.

Content Optimisation

AI platforms like Pictory promise to analyse long videos and automatically create short clips optimised for social. That can be useful, especially for repurposing webinars or interviews into digestible chunks.

But again, optimisation without strategy is just noise. We’ve seen AI cut clips mid-thought, pick up filler content, or completely miss the key moment. You still need a human eye to choose the highlights that actually resonate.

The Reality: Where AI Falls Short

Creativity Isn't Codeable

AI can process, replicate, and remix - but it can’t create something from nothing. It lacks intuition. It doesn’t understand irony, humour, or subtle emotion. It can’t predict what will land with your audience because it doesn’t know who they are.

Context is Everything

AI doesn't understand cultural nuance or tone of voice. We've seen tools misinterpret sarcasm, misread pauses as errors, and choose the wrong visuals to match narration.

And when you're working on a brand film or a flagship company video, those details matter. A lot.

Unpolished Results

AI can quickly get you a "version one" but rarely a final product. You’ll still need someone to check the pacing, colour grade the footage, add sound design, and make creative decisions that align with your brand goals.

Where AI Can Help (With Supervision)

We’re not Luddites. Used smartly, AI can save time and support your creative team:

Transcription: Accurate, fast transcription for subtitles and editing.
Footage Organisation: Automatically tagging and sorting clips.
Basic Rough Cuts: Fast first drafts for internal review.
Repurposing Content: Quick edits for social posts or stories.

Think of AI as a junior assistant; it can handle admin and repetition, but it needs direction.

Real Talk: AI vs Humans in Video Production

Here’s a quick side-by-side comparison:

Feature	AI Tools	Human Experts
Speed	✅ Fast	✅ Fast + Precise
Creativity	❌ Limited	✅ Unlimited
Brand Awareness	❌ Generic	✅ Tailored
Emotional Impact	❌ Missing	✅ Deeply considered
Final Quality	❌ Inconsistent	✅ Broadcast-ready

AI can make your team more efficient but it can’t replace your team.

Why Pearce Productions Sticks With Human-First Storytelling

Our clients work with us because they want:

A polished, high-end visual identity
Creative input that understands their brand
Engaging stories that resonate with real people

We know how to make people feel at ease on camera. We know what works, and what doesn’t.

Most importantly? We listen. And AI doesn’t do that.

Need a corporate video that connects? Check out our work or get in touch for a no-obligation strategy call.

Final Thoughts: The Verdict on AI in Video Production

AI is here. It’s helpful in the right hands. And for repetitive tasks or rough drafts, it’s a solid tool.

But if you're aiming for a video that tells your story, hits the right emotional notes, and elevates your brand, there's still no substitute for a skilled crew, experienced editors, and creative minds who get it.