AI: The Exciting, Cheap Harbinger of Doom

Having been in the production world a long time, many of my friends are also in the business. But because I was in the marketing world for an equally long time, I have many friends from that side of the table, too. It provides me a unique perspective whenever I bump into either and—after some pleasantries—the inevitable question pops up:

“So, what do you think about AI?”

AI has become a hot-button topic in the past few years. In the marketing world, it conjures up visions of endless (cheap!) possibilities and excitement. In the land of content production, it is the all-being celestial bringer of death and despair.

So, because I’m asked my opinion on it… often… I thought I would address both groups separately. If for no other reason than to show there’s no occasion to celebrate just yet, and there’s certainly no need to panic.

For my production peeps...

Back in the late 80s and early 90s, computer-based film editing was starting to develop into a viable method for assembly. At the time, OG editors were grabbing their pitchforks and torches, loudly protesting that digital editing would spell the end of the industry. (READ: their jobs.)

Can you guess what happened? I’ll save you the time. Digital editing became the standard. So, anyone vehemently opposed was left in the dust.

No matter how loudly you shout at the rain, no matter how many calls for petitions or protests, AI is here. And it will only continue to improve in quality and value. So, you have 2 choices—kick and scream or embrace it. Instead of swimming upstream, become an expert on the subject. For all its magic and wonder, AI-generated content still requires skilled humans and experienced storytellers to direct what it spits out. Take all the energy you’re using to oppose it and put it toward becoming the foremost authority on AI. Within the next 2 years, it will become a prerequisite skillset for any project. Take the time to understand how it can be used within your current workflow to enhance productivity and add value.

Learn it. Live it. Own it. No amount of shaking your fist at the sky will make it go away.

For my marketing mates...

“Hurray! Free visual content I don’t have to pay for and can do myself!!” Ummm… no. Not remotely.

Yes, AI is a powerful tool. But then again, so is a nail gun. Both can hurt you badly if not used by trained professionals.

These days, we all see mentions of AI as a skill requirement in job postings. That’s because people above your pay grade are eager to implement it without ANY working knowledge of its complexity.

Anyone who has dabbled in AI will attest you can get some “really neat” results with just a few prompts. Funny fantasy pics, creepy videos of cats wearing suits, and so on. But the quick-and-easy is a far cry from professional content that reflects your brand well. Nothing will stop a customer in their tracks like seeing a 6-fingered model spritzing perfume on a neck that may or may not be 3 inches too long. Or a video asset created to run in a 1 x 1 social post that needs to be converted to use in a broadcast spot. Trust me, your audience knows the difference, even if they can’t put their finger on what it is (pun intended). And as we all know, it only takes one misstep to damage a brand to the point of no return.

You still need expert users who have spent countless hours noodling, experimenting, and perfecting the process for the best results—time I’m certain none of us have to spend. It’s definitely OK to get excited about AI’s possibilities, but it doesn’t mean it doesn’t need experts. Keep in mind that the “A” stands for “Artificial.” Impactful, brand-worthy content requires actual intelligence.

So, before we all jump for joy—or curl into a fetal position—take a little time to understand that AI is full of possibilities for everyone… if used in the correct way.

Remember this: When a great painter finishes a masterpiece, they don’t thank their brushes. The brushes are just a tool. The artist did all the work.

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I’m JR Soldano, an award-winning director, producer, and writer who loves bringing big ideas to life.

From classic production to the cutting-edge possibilities of AI, I’m all about creating work that inspires and performs. Ready to blend creativity with innovation and make your next campaign unforgettable? Let’s team up and create something only we can (with a little help from the robots).