AI in Post-Production: Practical Value, Real Challenges
Artificial intelligence has rapidly become woven into the everyday workflows of editors, reshaping how ideas are explored, refined, and brought to life. But for editor Mark Hutchinson, the conversation isn’t about replacing the creative process—it’s about expanding it. In this interview, Mark reflects on the tools that genuinely add value, the challenges that come with fast-moving technology, and why human instincts remain the backbone of great storytelling. From practical time-savers to new avenues for experimentation, he offers a grounded look at what AI really means for the future of post-production.
AX: What’s the most impactful way AI can assist you as an editor?
MH: It's never about replacing the creative ear or eyes, but can it do work that save us time, for example, in editing/audio platforms, we have automatic scene detection, dialogue transcription, audio clean up, scratch tracks, color balancing, removing objects from a scene, upscaling, magic mask, tools that you use daily without thinking it’s AI. If it helps us spend more time on the edit or experiment with an idea and moves the story along, then that's a good use of time.
AX: Overall, does the industry’s current conversation around AI make you feel more optimistic or more concerned about the future of creativity?
MH: My perspective on AI is one of cautious optimism tempered by a degree of anxiety. While AI undoubtedly has the potential to handle many time-consuming tasks within post-production, we must be vigilant against devaluing human creativity. This mirrors earlier concerns around "GarageBand" or "Sampling"—the mere ability to use a tool does not guarantee quality. However, it does open up new creative avenues and possibilities for those who previously lacked the means to tell their stories. Ultimately, as with any technology, the most creative individuals with truly great ideas will rise to the top. A stark example of potential pitfalls is Coke's recent AI-generated advertisement, which produced over 70,000 clips yet remains incoherent and, frankly, poor. One has to question why a multi-million dollar company would pursue such a project despite the predictable backlash, or well-known actors selling their voices to Eleven Labs. Does it help people who don't have the financial means to tell their story or undermine the value of the craft?
AX: Could you describe a moment when AI was incorporated into a project in a way that genuinely added value?
MH: In a recent project, we used AI to bring a concept to life that would have been prohibitively time-consuming to execute practically. The creative idea was to show a house expanding and eventually “blowing up” — a visual metaphor for the rising cost of utilities.
Traditionally, that would’ve required complex compositing work. Instead, we used an AI-assisted tool to generate the expansion effect on a green screen background. This gave us a convincing, controllable visual that could integrate seamlessly with our footage. Once that was in place, the editor could focus on the motion graphics, pacing, and rhythm of the spot, the storytelling side, instead of getting buried in technical VFX. It saved time and budget without sacrificing creativity.
AX: What do you hope to see improve with the next evolution of AI-generated content tools?
MH: I’ve been playing around with Flow and Sonovid these last few months and would like far better consistency for characters and locations. Right now, AI tools can generate stunning single images or short shots, but they struggle to maintain continuity. Keeping the same character’s face, the same room or house, consistent wardrobe, lighting, or even the same cinematic tone across a sequence is still a major challenge and needs a two-thousand-word prompt to keep consistency. I've also noticed images that look good on my computer or iPhone fall apart on a large monitor, glitches, skin that looks like candle wax or cracked oil paintings. It's certainly getting better and takes time and mistakes, but I see this improving rapidly over the next year.
AX: How do you blend AI tools with your own creative gut and instincts?
MH: I’ve created things I wouldn’t have known how to attempt two months ago. I had not even used ChatGPT! AI image generation has opened the door, and my instincts have chosen where to walk or fall flat on my face. As editors, we have the opportunity to test a visual story idea (a backplate for a VFX shot or a GFX idea, or a quick shot of an image we can not find in a stock shot library.
AX: As a creative, what’s been most challenging about working with AI—and how have you managed to get past those hurdles?
MH: AI changes faster than you can master it; the real challenge is keeping your work feeling human. It’s a toolkit that you can use or not. It’s trying to remember to keep it authentic and always remember that AI is a derivative of someone or something. I’m sure there will be a disclaimer similar to “Actor portrayal, not real people” in the near future. It might read “Generated with AI.”
AX: Beyond speed and efficiency, do you see AI contributing real qualitative value to your creative output?
MH: AI carries the risk of creative homogenization. While it can mimic existing styles, this capability might inadvertently flatten the unique quirks and imperfections that allow human work to truly resonate, much like the dynamic nature of a real film shoot, where you get options in each take, voice and visual timings. However, I believe AI can offer valuable prompts to help solve problems or initiate creative conversations.
AX: While some resist adopting AI, its presence is now a reality. After learning and using AI tools, do you feel more empowered in your work?
MH: I absolutely see the value. For me, AI takes those half-formed ideas in my head and allows me to quickly sketch them out, experiment with them. As editors, we are uniquely positioned because we understand storytelling and can often anticipate how a single moving image might advance the narrative from point A to point C. I see its usage more in corporate and sizzle reels, but the industry/ clients have other ideas.