AI, production, and the value of perspective

Artificial intelligence is moving at lightning speed through our industry. New tools appear almost weekly, each one expanding what seems possible and, often, how quickly it should be delivered. 

Alongside that momentum comes a growing expectation that if something can be demonstrated, it should be achievable just as easily in practice. But anyone actively working with these tools knows there is often a gap between what is shown and what is actually deliverable. That gap is where projects can quickly lose momentum, teams can become frustrated, and creative intent can become diluted. 

Production has always sat at the intersection of ambition and reality.

This is not a failing of the technology, just a reflection of how new it is and how much craft still sits behind it. For producers, that gap is not something to resist or feel threatened by, I think it is an opportunity to define our role more clearly than ever before.

Above: The gap between what you're told is possible and what is actually achievable shouldn't be frightening, it should be seen as an opportunity. 

Production has always sat at the intersection of ambition and reality. Negotiation, diplomacy and the ability to align multiple perspectives has always been core to what we do. The speed at which AI is changing our industry amplifies the need for this part of our role more than ever. As expectations rise and possibilities expand, those skills become increasingly valuable in helping teams move forward with clarity rather than friction.

Across the industry, producers are already adapting. They are learning new tools, building workflows and exploring how AI can integrate with existing processes in ways that genuinely elevate the work. For me, that focus is always on protecting and enhancing craft, making sure the use of AI leads to better work. This is not about replacing craft, it is about extending it. The best outcomes are coming from a combination of human judgement and machine capability, not one at the expense of the other.

There still needs to be expertise, iteration and careful decision-making behind every strong output.

AI does not suddenly make the impossible possible. Our industry has a long history of achieving that already. What it does offer is new routes to get there. It lowers barriers, opens up creative opportunities to more people and brands, and introduces different ways of thinking about production. That shift is significant and, for me, very exciting.

At the same time, it is important to stay grounded in how the work gets made. A system being able to generate something does not mean the process is instantly simple, fast or cost-effective. Without the right production thinking, teams can underestimate what is required and compromise both timelines and outcomes. There still needs to be expertise, iteration and careful decision-making behind every strong output.