At this point, we’ve all been subjected to some of the wonders and dangers of AI video technology. Sure, it’s fun to create and imagine using technology that feels limitless, and as artists we love dilly-dallying with any tools available to us.

But - and hopefully this won’t come as much of a surprise - as artists we also believe that no AI is an adequate substitute for a real live creative person to help you produce compelling, high-value video content.

So how do we decide when to use or not use AI? Great question! Let me walk you through a few factors we take into consideration when it comes to AI usage.

AI can be an extremely valuable research tool when it comes to organizing the information needed to begin a project, do preliminary market research regarding effective trends for your audience, and brainstorm content concepts and broad scripting.

When a client comes in with ideas about their project that may be difficult to visualize, AI can help generate imagery and video that can serve as a shortcut to getting on the same page about the direction of your video.

All that being said, we’re always going to want to build our production off of human elements, rather than regurgitating or “humanizing” an AI-generated concept. The ability of our creatives to conceptualize, write, storyboard, and organize an effective corporate video can never be matched by AI, so depending on the needs of your project, we can use these resources to support our process, not replace it.

Over the last 15 years, Cut to Create has maintained a consistent focus on delivering impactful corporate video through authenticity, in our visuals and in our storytelling. That’s why we’re happy to be transparent about ourselves and say that yes, we have used AI and will continue to use AI in our work. But we are ever-conscious of the fact that AI use can contribute to a lack of believability which is permeating the culture and decreasing the value of online video.

What’s the point of watching a video when you don’t know what’s “real”? When was the last time you saw a video online you liked, only to feel frustrated when you realized it was AI? We empathize with these point of view, so in our own work we will continue to be committed to using the tools available to us but never at the expense of authentic storytelling. We encourage our clients to protect their authenticity just as closely.

TL;DR AI 🔥 take: AI slop ain’t worth the scoopin’ if we forget what makes storytelling powerful: the parts that make us human. A paintbrush is only as good as the artist wielding it and AI tools are no different. With Cut to Create, you can rest assured we never let the robots do a job that we can do better - And we do things pretty darn well.