Spotting AI vs. Reaaaally Smart Tech in Video Production (2026 Edition)

Richard Adler
Oct 6
3 min read

Updated: 3 days ago

Understanding AI in Content Creation

From feature films to television, digital and broadcast commercials, marketing content, and more, the world of AI is expanding at lightning speed. It's making its mark on nearly every job function. It seems like we're learning about a new tool, program, plugin, or application every day. Some are incredibly helpful and supercharge productivity, while others scramble to live up to big promises.

T-Rex wearing glasses and a vest types on a keyboard in an office with bookshelves and a window, creating a humorous and quirky scene.

I’ve seen a range of reactions to the sudden wave of AI advances in my industry. Some folks fully embrace the technology, while others proudly maintain their “Luddite dinosaur” status.

I’ve also encountered just as many definitions of what AI is and what it isn’t. The term has become an umbrella for fast-working tech, but it is so much more.

Since there are so many definitions of AI out there, let’s start with one widely recognized source. According to IBM, artificial intelligence (AI) refers to technology that enables computers and machines to simulate human learning, comprehension, problem-solving, decision-making, creativity, and autonomy.

Because definitions vary depending on who you ask, I tried the same question with ChatGPT and got this: “AI can be defined both technically and more broadly. In general, people call something ‘AI’ if it looks like a machine is doing something that usually requires human intelligence, such as recognizing speech or generating text.”

A pigeon in a suit and bow tie points at a chalkboard that reads "AI: NOT AI" in a classroom setting, creating a humorous scene. — AI in Action: Professor Pidge McKnowledge

An easy rule of thumb when distinguishing AI from other technology is to ask: Is it learning? Once again for the cheap seats in the back....IS IT LEARNING?

To make this clearer, here’s a breakdown of where AI is at work in content production and where it is not.

*Function*	AI	Not AI
Storyboards & Planning	AI-generated visuals and scripts	Templates, drag-and-drop tools (e.g. Canva)
Scripting & Concepting	Script generators, idea prompts, outline creation, AI-assisted revisions, prompt-based research (e.g. ChatGPT)	Manual writing, shots lists, brainstorming sessions, script templates, research through search, news, articles, interviews
Camera Operating	AI-assisted framing and tracking (e.g., subject detection, auto-reframing, smart gimbals, DJI ActiveTrack), robotic camera movement, horizon leveling	Manual camera operation, hand-held or tripod-based framing, operator-controlled gimbals, zoom, and focus
Transcription & Captions	Automatic speech-to-text, AI caption cleanup, translation, semantic syncing	Manual transcription, typing captions, basic speech detection
Video Editing	Automated rough cuts, smart scene detection, AI clip summarization (e.g. Riverside.fm)	Manual editing, presets, or software automations
Voice Over	Text-to-speech voice generation, AI voice cloning, or AI dubbing	Human voiceover, pitch correction plugins, EQ effects
Compositing & GFX	Deepfake or AI-based face replacement for post-production, AI background removal tools	Green screen, rotoscoping, keyframing, manual masking
Color Grading	AI-driven color correction that adapts to footage style, including ML-based color matching/style transfer	LUTs or manual adjustments, automatic white balance, most plugins and effects
Animation / Motion Graphics	Generated animations from prompts, AI-assisted keyframes	Manual keyframing, After Effects templates, frame-by-frame animation (e.g. fully original or hand-drawn animation)

So it's understandable that advanced automation might be confused for "AI" when the end result can seem to be quite similar.

A dinosaur roams a city street at sunset, surrounded by cars and pedestrians. Skyscrapers in the background create a surreal scene. — AI Challenges

Hot take: maybe no one has to go extinct, not even the Luddite dinosaurs walking amongst us.

Right now, AI is everywhere and everything, but is it showing return on investment yet? Even with recent findings by MIT, which found that 95 percent of generative AI pilots at companies are failing.

That’s why it’s worth focusing on where AI truly fits in content creation and where it doesn’t. As my colleague, San Francisco–based editor Mike Wood, recently told me, AI tools help him get to the creative process sooner by handling the grunt work. But the creative process? That belongs to Mike.

That said, I remain cautiously optimistic about the ways these tools can aid our process and where they fall short, at least for now. We’re only scratching the surface in understanding the capabilities of AI, and I believe we’ll find the right balance eventually.