Is AI a threat to the creative industry?

Artificial Intelligence (AI) is revolutionising every industry, and the video industry is no exception. AI has the potential to transform the way we create, distribute, and consume video content. In this blog, we will explore the effect AI will have on the video industry in the future.

Content Creation AI is already being used to create video content. For example, video production companies can use AI algorithms to create personalized video advertisements based on the user’s browsing history and demographic data. In the future, AI will be able to generate more sophisticated video content, such as news reports, educational videos, and even full-length movies. AI-powered video creation will save time and money and will enable smaller production houses to compete with bigger players.


Personalization AI algorithms can analyse user data and provide personalized recommendations for video content. This technology is already being used by companies like Netflix and Amazon Prime to suggest shows and movies based on users’ viewing history. In the future, AI will be able to tailor video content to individual viewers, creating a more engaging and personalized experience. This could include personalized advertisements and product placements in videos.


Video Editing AI can also be used to automate the video editing process. AI algorithms can analyse video content and automatically select the most engaging shots, apply colour correction, and even add background music. This will save video editors a lot of time, allowing them to focus on more creative tasks. In the future, AI may even be able to edit video content in real-time, allowing for live video production with minimal human intervention.


Content Distribution AI can help video distribution companies optimize their content delivery systems. For example, AI algorithms can analyse user behaviour and network traffic to determine the best time and location to stream video content. This will help reduce buffering and improve the overall viewing experience. In the future, AI may even be able to optimize video content for different devices and internet speeds, providing a seamless viewing experience across all platforms. Content Analysis AI can also be used to analyse video content for a variety of purposes. For example, AI algorithms can analyse video footage to detect and identify objects and people, making it easier to search for specific content.

AI can also analyse video content for sentiment analysis, allowing companies to understand how users are reacting to their content. In the future, AI may even be able to analyse video content for deeper insights, such as predicting which videos are likely to go viral.


In conclusion, AI is set to transform the video industry in the future. From content creation to distribution and analysis, AI will provide new opportunities for video producers, distributors, and viewers alike. However, there are also challenges to consider, such as the potential for AI to replace human jobs in the industry. As the use of AI in video continues to grow, it will be important for companies to balance the benefits with the ethical and social implications of this technology.

The post you’ve just read wasn’t written by anyone. It was generated by a machine learning system. Yup… that would have been a jaw-dropping fact, wouldn’t it – if we go all the way back to the summer of 2022!  Now? Yawn… AI can write stuff, yeah, thanks, we know…

But for the creative industries, there are big questions which aren’t going away. What they all boil down to, really, is – just how worried should we be? Should we be enthusiastically playing with these new toys – or rioting to try and protect our futures?

One thing is certain – our little friend ChatGPT is just the beginning. Many experts are predicting that AI capabilities are about to get motoring up a rather steep growth curve. 


Let’s just put that in a little context… if we go way, way back, to the early noughties, your average punter was very happy to be rocking around with a Nokia 3310 in their pocket. Today, anyone willing to drop a couple of grand will very soon be able to get their hands on an iPhone 15…


That’s one hell of a journey in just two decades. It’s changed pretty much everything about how we do business. And it was a journey driven entirely by good old human brain power. Not bad, really, for a bunch of skinny apes.

But from now on, advances in all tech sectors will be driven increasingly by AI – including AI itself

And the tech journeys currently underway – the next evolutions from Nokias to singing dancing iPhones – may well happen in a few years, rather than a couple of decades. In terms of materials science and bio research, that acceleration is badly needed, and might just save us from extinction… But in the creative sector, where’s it going to take us?

Our business is all about coming up with new ideas, then bringing them to life. We do that, of course, using the creative tools available to us. Tools like Adobe Suite – which have been developed over generations by (very clever) human brains.

But what’s going to happen if the guys at Adobe feed the code for After Effects to a hungry machine learning system – and tell it to make an app which can create entire character animations at the press of a button (do buttons even have a future? Maybe it’ll be more a question of creating an entire character animation with a voice command to Alexa while making a coffee…)?

That might sound flippant now. But will it still, in three years’ time?

AI is just like pop culture – constantly recycling and reinventing itself. And as it does so, it’s getting more informed, more creative, and – even if it’s not remotely able to understand any of its own output – it’s getting far, far more able.

Little Chat GPT’s just an infant. But it’s an infant who can already pass any number of prestigious business exams, pass the bar exam, and solve complex coding problems. So… what the f**k is it going to do when it’s a grown up??

None of you meat-based entities reading this can write a blog, submit your homework or pass an exam as quickly as AI can. It’s output might need amending or adding to – but as a foundation to build on, it can be incredible.

And the million dollar question is – what does that mean for human creativity? Are we heading towards a world in which content output is so dense, that creativity is no longer valued?

I think that will be a seriously risky path to travel down. Not just for creators, but for society as a whole…

Here’s the real question: as we watch AI grow and flex its muscles, will we still be the originators – the ones who pull those creative rabbits out of the hats – even if the machine systems then do much of the development work for us? Will we always be the essential creative seeds of the process?

Or will we end up just watching as the AI created works are generated ever more speedily, homing on in ‘what works’ ever more efficiently? The ultimate danger is that the creative process could become so devalued, that the only ‘creatives’ will be the coders fine tuning the AI.

In a nutshell, will our very ability to turn our dreams into stories end up on evolution’s scrapheap??

Or does true creativity – that ability to transcend – in fact have nothing to do with speed and efficiency?

I guess there’s only one way to find out… So let’s keep making stuff.