🤖 I was asked in an interview yesterday: What’s my stance on AI?

My answer in short:
I don’t believe AI will ever replace the human element required in client-facing relationships, storytelling, creativity, emotion, intuition. But I do believe that if you don’t move with the times and adopt tools that make production more efficient, you’re going to be left behind.

This industry has changed. The swirling chaos, the unpredictable briefs, the wild budgets — minus the luxury of infinite time or money.

We used to be able to say: “Yes, that edit will take two weeks.”
Maybe even three.
But today? Today we’re asked: “It needs to be live, clickable, optimised for mobile, 4K, multiple formats, and still beautifully human.”... and tools enable (some) of that happening.

AI and automation tools.

They’re not the enemy.

They’re the side-kick.

The assistant producer that doesn’t sleep.

✅ Instant scene detection.
✅ Auto-color grades.
✅ Rough cut turning into near-final in hours, not days.
✅ Scheduling that adapts in real time.
✅ Data-driven decisions on content, audience, format.

These are powerful. They free up you — the human producer, the creative lead, the people-person — to focus on what AI can’t do:

⭐ Manage people.
⭐ Bring a client vision to life.
⭐ Build trust, empathy, emotion.
⭐ Ask the weird question the algorithm won’t ask.
⭐ Solve the “but the venue doesn’t allow that” moment.
⭐ Bounce ideas around with humans, not bots.

Because here’s the truth: Efficiency means nothing if the content lacks heart.
Automation means zilch if the story is cold.

Tools are only as good as the person wielding them.

If you’re a producer today, you’re straddling two worlds:
🎬 The creative, human world of emotion, imagination, people.
⚙️ The technical, efficient world of workflows, tools, automation.

Your job? Make those two worlds dance together. Because clients still want “feel” + “speed.” And your role is to deliver both.

So yes — the future may have more AI.
But the future still needs you.

Let’s embrace the tools without losing the human. Let’s use automation to amplify the magic, not replace it.
Because in production, time is money… but emotion is everything. 💛

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