Keeping an Eye on the Future: AI in Media Production Workflows

Written By Kris D'Amico

AI is transforming production workflows by enhancing efficiency, precision, and creativity. From pre-production tasks to post-production, AI’s influence is growing, and it’s crucial for those of us in media as well as all professionals who deal with content. We need  to understand how it can be harnessed to streamline workflows while augmenting human creativity. This article has two purposes, first we ALL need to dive into how AI is impacting photoshoots, video production, and other creative workflows. This is crucial for one reason, you won’t lose your creative job to a robot, but you might lose it to someone who knows the robot better than you. As of this writing in late September of 2024, Lionsgate Entertainment just linked their business with the AI video generator, Runway. If you don’t think you need a deep knowledge of this tech and how to spot, incorporate and adapt to survive as a creative, think again. The second is to provide some resources for finding some these AI tools. There are so many out there. These are some of the tool, we have not received any compensation from any of these companies, just a few to keep us and you on top of the heap.

Tomorrow is happening right now. Let’s get into it.

Pre-Production: Laying the Groundwork with the use of AI tools

In pre-production, AI can be used to help streamline many traditionally time-consuming tasks. Machine learning also can providing valuable insights early on so we can save time and resources.

Scriptwriting and Storyboarding:

AI-powered tools like ScriptBook and Celtx are revolutionizing scriptwriting by analyzing scripts for elements like pacing, character development, and potential audience reactions. These tools help predict audience success and offer suggestions for improvements. For storyboarding, AI can generate preliminary visuals from script descriptions. For example, Storyboard Pro uses AI to create rough scene layouts based on shot descriptions, giving us as directors and clients a visual aid to refine before production begins.

Casting and Scheduling:

AI tools such as Cast It analyze actors’ performances and social media influence to provide casting recommendations. This takes some of the compications out of selecting the right talent for specific roles. Additionally, tools like Moviola Scheduling use machine learning to optimize shooting schedules, analyzing everything from weather patterns to actor availability and equipment logistics to minimize downtime. If you’ve ever done this job as a producer, you understand how valuable this tool can be.

Location Scouting:

Now, I personally prefer to go stand in a location before we shoot in it, however, there are some really interesting tools out there at the moment. Tools like SuperScout are capable of searching massive location databases and filtering results based on script requirements, visual themes, and logistical considerations. It even takes distance from other locations and lighting conditions into account. if you integrate an AI-driven data analysis with Google Earth, now we can virtually scout locations in real time. I think for now I’ll stick to a hot coffee and a roadtrip, but this will be used in the future.

Production: AI Enhancing Creativity on Set

Alright, we’re on set! And once production begins, there are even more tools. From sound design to shot composition, as they say, there’s an app for that.

AI-Assisted Cinematography:

AI-driven cameras are increasingly enhancing automation in cinematography. Companies like RED and Arri are exploring AI integration to assist with functions such as autofocus and shot composition. For instance, RED has introduced AI-powered autofocus features in some of their camera models, while Arri has developed advanced systems that support framing and tracking during complex movements. As we all know most modern cameras incorporate some level of machine learning for real-time adjustments in settings like exposure and white balance. While these advancements allow cinematographers to streamline certain technical aspects of their work, it’s still up to us the creatives control the artistic elements of capture.* (Sources in the footer)

Audio Engineering:

We do have some AI tools that are enhancing audio mixing processes, so it’s good to know what post looks like before filming. There’s not a whole lot worse than not being able to use the perfect take because of bad audio. There are tools like Descript offer features such as noise reduction and voice enhancement, which can help improve audio quality in various recording environments. We can also now find many of these tools built into most editing platforms like, Davinci Resolve and Premire Pro. These AI-powered tools can assist in producing cleaner audio tracks, potentially reducing post-production work. However, while they do offer significant improvements, they may not entirely replace the need for professional audio engineering in all situations.

CGI Integration During Filming:

The integration of advanced technologies, including AI and real-time rendering engines, has significantly enhanced CGI in films with heavy visual effects. These systems allow directors and cinematographers to see digital elements on monitors during filming, a process often called 'real-time previsualization.’ Technologies like Unreal Engine are already being used for real-time previsualization and even final pixel rendering in some productions. This tech will keep getting better and cheaper as object recognition gets better!

Post-Production: Accelerating the Creative Process

Post-production is one of the areas where computers rocking AI software is making the most significant impact. Tasks that traditionally took days or weeks can now be completed in a fraction of the time thanks to AI-powered tools.

AI-Driven Video Editing:

Platforms like Adobe Premiere Pro’s Sensei AI and DaVinci Resolve use machine learning to streamline the editing process. Automatic scene detection, smart cuts, and shot stabilization are just a few features that AI has transformed good to great. AI is also capable of identifying poorly lit or out-of-focus footage and suggesting fixes, saving editors countless hours of manual labor. Furthermore, AI-based tools like Vimeo’s Magisto can create entire video edits based on templates and footage, reducing post-production time dramatically.

Color Grading and Visual Enhancement:

AI tools such as Lutify.me offer AI-enhanced color grading, ensuring visual consistency across entire projects. AI can analyze and apply a specific color style to every scene, matching lighting and mood seamlessly. Tools like Topaz Video Enhance AI go a step further by upscaling video resolution, making it possible to transform older, low-resolution footage into high-definition content. You can run a search on it and there are as many pros and cons of these out there as there are creators but suffice it to say, get it right in camera and these will just let you have more creative control.

Automated VFX Workflows:

AI in visual effects (VFX) is helping filmmakers create stunning effects more efficiently. One of my favorite tools, Runway, can automate complex VFX tasks, such as rotoscoping, compositing, and simple generative element with some pretty wild precision. Background removal, motion tracking, and generative VFX sequences without your intervention, pretty interesting stuff. This is why I think this partnership I mentioned up top between Runway and Lionsgate will be a game changer for the VFX industry, realistic weather effects, simulate explosions, or animated CGI characters—tasks that previously required intensive manual work might be as simple as a prompt and a click.

Audio Post-Production:

We covered some of this in the audio section above but AI-powered platforms like Auphonic and iZotope RX help automate the audio editing process, including removing background noise, balancing audio levels, and even generating 3D audio effects. Some of the tools used for podcasts now are an easy cost effective way to edit video audio. Something to keep in mind, we’ve all seen a great movie that looks a bad, but I bet you’ve never seen a great film that sounded bad.

Distribution and Analytics: Enhancing Content Reach and Performance

Once the project is complete, AI can play a significant role in helping content reach the right audience and perform well across platforms.

Audience Analytics and Targeting:

AI-powered tools like Google Analytics and social media insights platforms assist us in understanding audience demographics and engagement patterns. These tools provide valuable data on how viewers interact with content, which can inform distribution strategies. For instance, if analytics reveal that a certain demographic engages more with behind-the-scenes content, your marketing team might focus on creating more of this type of promotional material.

Content Optimization for SEO:

AI-assisted tools such as TubeBuddy and VidIQ help creators optimize their video content for search engines. This is particularly important for platforms like YouTube and Vimeo, where discoverability can significantly impact a video's reach. These tools can suggest improvements for titles, descriptions, and tags, potentially increasing the likelihood that your content will appear in relevant searches. While they don't guarantee top rankings, they can provide insights to help boost visibility.

It's important to note that while AI tools offer powerful assistance in these areas, they work best when combined with human creativity and strategic thinking. The most effective approaches typically involve using AI insights to inform human decision-making in content distribution and marketing strategies.

The Future of AI in Production: What’s Next?

As AI continues to evolve, its potential in media production is virtually limitless.

Autonomous Film Production:

We may soon see AI taking over entire production workflows, from writing scripts to editing footage in real time. Early prototypes of fully AI-driven film production systems are already in development, with the goal of creating autonomous systems that can handle every step of the filmmaking process.

Real-Time CGI Integration:

Imagine a world where directors can see fully rendered CGI in real time during filming. This would allow for unprecedented control over visual effects, enabling directors to make creative decisions on the fly.

AI-Generated Performances:

AI is already being used to synthesize voices and faces, and it’s likely that soon we’ll see AI generating entire performances. Tools like Respeecher can already replicate an actor’s voice, and deepfake technology is allowing for convincing recreations of faces. The future may hold AI-generated actors performing alongside real humans.

Conclusion: Augmenting, Not Replacing Creativity

So there’s no doubt that AI is an incredible tool that has the power to revolutionize the content creation holistically. It speeds up time-consuming tasks, improves quality, can reduce the impact of human error and opens up so many creative possibilities. However, it’s important to remember that AI is here to augment human creativity, not replace it. The best results come from a partnership between human ingenuity and AI’s analytical capabilities. By embracing AI, media professionals can enhance their workflows and focus on what matters most: creating compelling stories.

Kris D'Amico

Kris D’Amico is a travel and food addicted photographer, video nerd, husband, and father based out of Nashville, TN.

https://www.krisdamico.com/products
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