AI tools are now part of everyday creative work. The useful question is where they help, and where they get in the way.
Where AI earns its place
- Transcription and captions: hours of interview footage become searchable text
- Clean-up: reducing background noise and removing small distractions from a frame
- Exploration: quick mood references to test an idea before committing to it
Where people still lead
A tool can offer endless options, but it cannot tell you which one is true to your brand, or which moment in an interview will move an audience. That judgment is the craft.
Three habits worth keeping
- Be open with clients about where AI is used
- Check rights and licensing before anything generated goes into paid work
- Never present generated images as real events or real people
Used well, these tools give more time back to the decisions that matter.