In recent years, the rise of artificial intelligence (AI) tools in video production and storytelling has revolutionised the industry. These tools offer incredible benefits, mainly when saving time and streamlining workflows. Yet, as production agencies increasingly turn to AI to handle editing tasks, a critical question arises: Can AI truly analyse raw footage to uncover the truth and convey human empathy and understanding?

There’s no denying the efficiency of AI editing tools. By automating time-consuming processes such as organising raw footage, generating rough cuts, and even colour grading, these tools enable creators to focus on higher-level creative tasks. AI algorithms can scan hours of footage in minutes, identifying key
moments based on predefined criteria. For example, AI-powered tools like Adobe’s Sensei or Blackmagic Design’s DaVinci Resolve utilise machine learning to recognise faces, transcribe dialogue, and suggest pacing and tone edits.

This efficiency is particularly valuable in industries where deadlines are tight. Looking at my own role with Rio Ferdinand Presents and the need to publish quickly when reacting to the latest Manchester United developments would benefit immensely from AI’s ability to quickly assemble stories. Similarly, agencies producing branded content can accelerate turnaround times, meeting client demands without sacrificing quality.

However, storytelling is about more than speed. At its core, storytelling is a profoundly human endeavor, rooted in emotion, empathy, and the search for truth. While AI excels at pattern recognition and data analysis, it falls short in understanding the nuances of human experience. Raw footage often contains subtleties that require a human touch to interpret.

A fleeting glance, an unspoken tension, or the raw vulnerability in a subject’s voice—these are elements that contribute to compelling storytelling. AI may identify these moments as visually or audibly significant, but it cannot fully grasp their emotional context or cultural significance. Without this understanding, there’s a risk of losing the authenticity that makes a story resonate with audiences.

Furthermore, AI lacks the moral and ethical judgment required to handle sensitive topics. A human editor considers the broader implications of narrative choices, such as how a story might affect its subjects or audience. AI, on the other hand, operates within the parameters of its programming, unable to anticipate unintended consequences. Rather than viewing AI as a replacement for human editors, production agencies should see it as a powerful tool to enhance human creativity. By offloading repetitive tasks to AI, editors can dedicate more time to crafting narratives that connect on a deeper level. The key is to use AI selectively, leveraging its strengths while recognising its limitations.

For instance, AI can handle the initial stages of editing, organising footage and creating rough drafts. Human editors can then refine these drafts, infusing them with empathy, context, and a nuanced understanding of the story’s themes. Collaboration between humans and AI ensures that storytelling remains both efficient and meaningful.

While AI editing tools offer undeniable benefits in terms of efficiency, they cannot replace the human capacity for empathy, intuition, and ethical decision-making. Production teams must resist the temptation to overly rely on AI, instead using it as a complementary resource. By striking the right balance, agencies can harness the best of both worlds: the speed and precision of AI, and the emotional depth of human storytelling.