“Can’t we do that with AI?” Many image, sound and video professionals know this sentence. It is neither absurd nor aggressive: AI really does impressive things. The right answer is: yes… and no. Here is the invisible work behind an image, a sound or a video, without falling into anti-AI.
Yes: AI really helps
To explore ideas, produce a first visual, mock up, translate, transcribe or speed up some retouching, it saves time. We readily admit it, and we use it when it serves the project.
No: what you do not see
- The brief. Understanding what the company really wants, before producing anything.
- The preparation. Scouting, scheduling, permits, props, choice of contributors.
- The real world. A product that exists, a place, a team, people who agreed to be filmed.
- The direction. Putting people at ease, getting honest speech, catching the right moment.
- The consistency. One universe across several images, formats and months.
- The finishing. Editing, grading, sound, subtitles, versions.
- The accountability. Rights, permissions, compliance, and someone who answers if something goes wrong.
A more useful question
Instead of “can AI do it?”, ask: “what do I need, and what has to be true?”. If the image only has to illustrate an idea, AI can contribute. If it has to show your teams, your site or your product, they have to be filmed or photographed.
Defending the profession without being anti-AI
Our position fits in one sentence: AI is a tool, the profession remains an expertise. We prefer to explain what gives a service its value rather than set human against machine.
To go further: the CNC’s AI observatory (in French) · the Afdas study on generative AI (in French)
Key takeaway. The right question is not “can AI do it?” but “what has to be true?”. See our Business video.
Torn between a shoot and generation?
Let us talk about your need: we will tell you honestly what justifies a shoot and what does not need one.