Rachel Tinney, Creative Operations Director, contributed to FutureWeek’s latest discussion on how generative AI is transforming video production. Alongside other industry leaders, she explored how AI is streamlining workflows, enhancing creativity, and redefining storytelling. While AI-driven tools offer speed and efficiency, they also raise questions about authenticity and emotional depth in filmmaking.
“Gen AI in video production is a game-changer, but like any tool, it’s got its trade-offs,” Rachel explains. “It speeds things up, but at what cost? Authenticity. The nuance, originality, and those little imperfections that make a story feel real often get lost. And without that emotional punch, are you really connecting with your audience?” She highlights that while AI can generate stunning visuals and innovative transitions, it often struggles to capture the emotional and unpredictable elements that define great storytelling.
At eight&four, AI isn’t a default—it’s an option. When used strategically, it can elevate projects by generating select shots, integrating AI elements, or exploring new visual styles like hyperlapses and surreal transitions. “The key is knowing when AI enhances creativity and when it just waters it down,” Rachel says. “AI should be a tool, not a replacement for human creativity.” As the industry evolves, the challenge will be finding the right balance—leveraging AI’s potential while preserving the authenticity that makes storytelling truly impactful.
