Why Video Production Needs Human Touch: The Limitations of AI in Creative Work

In recent history, the words “Netflix” and “SAG-AFTRA” made headlines because of the strike centered around compensation from streaming services and actor’s rights surrounding using their likeness with AI. It makes sense. If someone can copy your voice, face, and mannerisms for a fraction of the cost to hire you, why wouldn’t they? 

Moral objections? Maybe. 

Netflix CEO, Ted Sarandos (who has a vested interest in assuaging the fears of creators when it comes to AI-pocalypse) isn’t worried about AI taking the jobs of actors, writers, directors, and other creatives. To an extent, I think he’s right. There will always be the need for people at the center of stories meant to entertain, inform, and educate people. 

But it’s a bit short-sighted not to see the immediate impacts of new technology that can reduce the workforce and make decent replications quickly. I personally don’t like the idea of an eco-zapping tech brain taking over my job writing cool scripts, directing videos, and managing post-production. I am, however, fine if it wants to write some emails and summarize project updates. 

And I think that’s the crux of it. How can AI make the run-of-the-mill tasks easier, and free me up to do more creative work or spend more time with my family?

In my work, I view the use of AI as a case of could vs. should. 

Could we ask AI to do voiceover for a script? Sure. 

Should we take money out of the hands of voiceover artists? Eek! Probably not. 

Now comes the what if.

What if we have AI do a scratch voiceover so the editor can start the project, we can solidify the final script and the artist doesn’t have to waste their time with multiple reads throughout the project? If we’re paying them the same rate, I see no issues here. 

Technically this article is about AI’s impact on jobs but it feels irresponsible to comment on AI without acknowledging the environmental implications of it’s continued popularity. Another fun could vs. should scenario – should we keep experimenting with AI when its computational power doubles nearly every 100 days? 

As mentioned in this article, every technological revolution has been met with resistance. From cutting films together by hand to a fully computer-animated film – pushing the technological boundaries of any medium is met with resistance by people who don’t want to adapt to new ways or fear being phased out. But in every scenario, just because a piece of creative work uses the most advanced tools, doesn’t mean it’s good. 

Art is meaningful because it is resonant. The next great novel can be typed on a typewriter – it just may need a few more weeks to finish and lots of wite-out.

– Leslie Cunningham
Supervising Producer, DGNL