The conversation around artificial intelligence in creative industries triggers plenty of anxieties, especially in video production where artistry and human connection are paramount. At Skylark Media, we believe the narrative needs a major update: AI is not only a tool for automation – it’s a powerful co-pilot for innovation.
Like any cutting-edge agency, we’ve used generative AI for rapid visualisations, personalised marketing copy, and streamlined workflows. But for our innovative creatives, the real excitement lies in how AI is now actively enhancing the creative process itself, pushing boundaries rather than replacing them.
After developing an early-stage AI storyboarding tool last year, we saw firsthand how it could democratise pre-production visualisation, allowing us to quickly mock up complex scenes and explore creative directions for our clients that would have taken days with traditional methods. Slowly but surely, the focus has shifted from efficiency to creative augmentation.
Consider the pre-production phase. Tools like GPT, Claude and Deepseek can help brainstorm – they’ll steer you to the right path of considerations, tweak script variations and suggest shot lists. But this doesn’t replace a creative director’s vision; rather, it provides a springboard for better ideation. One recent project used AI to generate multiple narrative approaches for a luxury brand story, which our creative team then refined into something truly unique and award-winning.
In post-production, AI is already revolutionising workflow efficiency. The emergence of native video generation and manipulation models has been a game-changer. For example, advanced machine learning tools can perform frame interpolation to create smooth slow-motion from standard footage that a few years ago would have to have been done manually, frame by frame. Similarly, content-aware fill technologies can remove unwanted objects in a fraction of the time, letting editors spend their time on the narrative pace over technical fixes.
Even traditionally time-consuming technical processes such as colour grading can be accelerated. AI colour correction engines can instantly match complex visual styles or generate diverse grading options for rapid creative review.
Sound design has also been transformed. The speed and quality of AI-driven audio tools have transformed the sound design process.
Then there’s asset tagging and search: AI-driven metadata tagging drastically reduces the time spent sifting through vast libraries of stock footage, music, and internal assets. This frees up creative time by automating asset management.
AI voice synthesis engines now generate hyper-realistic, emotionally nuanced voiceovers for rapid prototyping. This allows us to test different narrative tones and script variations before investing in professional voice talent.
Perhaps the most exciting application is AI’s potential to deliver truly scalable personalisation. The era of one-size-fits-all content is over. We recently created dozens of variations of a client’s video, each tailored to specific audience segments identified by AI models. The result? Personalised versions that saw up to 62% higher engagement rates. Then, for a major retail campaign, we used AI to generate multiple call-to-action endings based on real-time viewer demographics and purchase history, leading to a 47% increase in conversion rates.
The Skylark Media Philosophy: Amplification, not replacement
The value of AI lies in its ability to handle repetitive, option-generating, and technically complex tasks. This allows our creative professionals to spend more time on what only humans can do: crafting compelling narratives, fostering emotional connections, and providing the final, unique creative vision.
The most successful video agencies will be those who learn to dance with AI, using it as an indispensable instrument in their creative orchestra rather than viewing it as a threat.
We’re shifting the conversation from fear to possibility. AI in video production isn’t about replacing human creativity; it’s about amplifying it to deliver more creative, more engaging, and more impactful content than ever before.
Want to learn how AI can transform your video production workflow and deliver exceptional ROI? Contact Skylark Media today to discover how we’re using these cutting-edge tools.
Jo Haywood
Jo founded Skylark Media in 2005 after carving out a career making climate change documentaries for the BBC and Discovery Channel. She is an environmental campaigner and avid tree-planter, now CEO of Skylark.