How Intelligent Production is Transforming our Workforce

AI presents a transformative opportunity for creative production agency employees. By harnessing the power of AI, agencies can cultivate a work environment that values creativity, empowers employees, and promotes overall wellbeing. From automating repetitive tasks to personalised workflows, AI-driven insights, and continuous learning, the integration of AI technologies paves the way for a happier, more fulfilled workforce. And as the advertising industry evolves, embracing AI is essential to stay ahead of the curve and nurture the wellbeing of our employees, ultimately leading to greater success.

There’s no denying how extraordinarily powerful AI technology is, and we can’t underestimate the speed at which it is evolving. Which is why it is even more critical that we take the time to understand it, educate ourselves and harness it. At Craft I’m fortunate enough to connect daily with colleagues who, like intrepid explorers, are going beyond the paralysing “what ifs” that exist in current AI discourse. They are hungry to problem solve and forge new paths in production innovation. They thrive in the face of production challenges.

Our VFX director is two weeks ahead of his work schedule. Not because he’s amazing at his job – believe me, he is. But rather because he’s harnessing the power of AI in his production workflow. By replacing repetitive time-consuming tasks with an AI algorithm, his time is freed up to join creative brainstorm sessions - stress free I might add. He’s free to develop new solutions for client problems, free to research the latest in generative AI advances without feeling like he needs to sacrifice his evenings or weekends. But in reality, he’s doing that anyway – because he loves it. And because education is integral to AI productivity and creativity. He knows that in order to optimise AI and achieve the quality of output required, he must master the tool. If anything, AI is proving that post-production is no longer a phase that belongs after content has been captured or even ideated. It belongs where we’ve always maintained it belongs. At concept development and pre-production.  

Our head of content is testing generative AI tools to accelerate the production of storyboards to help a sustainable brand achieve their communication goals. So not only are our clients reaping the benefits of a more efficient production delivery model, but they are gaining access to talent committed to enhancing their own knowledge and skills. And what do we get? Fulfilled employees who can explore, test, learn, experiment, create AND deliver. All in a normal working day.

Let’s not forget that in the fast-paced advertising and production industry, burnout is a real challenge. So can AI provide a fresh perspective, liberate an over-extended work schedule, and inspire creativity? More studies are showing that generative AI can boost productivity for workers and stimulate motivation. But it’s not all AI roses and generative sunshine. Staying on top of the advances in AI is a daily pursuit and can feel like a full-time job. And the tools are far from perfect – they require time to hone, to master and by the time you have mastered one, another faster, more impressive one has been released. This pressure is palpable. Traditional roles are being disrupted. Tasks are being automated, leading to the need for new skill sets and job roles within the industry. However, by embracing these technologies and adapting to the changing landscape, we can remain competitive and continue to deliver high-quality and innovative work. 

There is a loud and arguably valid conversation regarding whether AI is going to replace humans. But let’s not forget that AI has been around since the 50’s. We have been working with AI, integrating it into our lives, mastering its application for our greater good for decades. And according to a recent Forbes article by Dave Wright, ServiceNow’s chief innovation officer, “AI and human intelligence aren’t mutually exclusive. They work best when they work together.” So that’s what we’re doing – finding ways to make AI work for us and for our clients. 

I believe that if we continue to foster the passion and motivation that exists within our teams to test, play and express, AI will continue to create environments for employees to thrive. And when our employees thrive, our business performs, and our clients can collaborate with creators and producers brimming with ideas and the energy to deliver them.