The conversation around AI in creative production often misses the point. This isn't about replacing human creativity—it's about amplifying it.

Modern AI video tools have matured beyond novelty filters and basic automation. We're now working with systems that can handle complex compositing, generate B-roll that actually matches your narrative, and accelerate post-production workflows that used to take days. The result? More time spent on creative direction and storytelling, less on technical tedium.

At Current Creative Company, we've integrated AI-assisted production into our video workflows—not as a replacement for traditional techniques, but as another tool in the arsenal. For brand content that needs to move fast without sacrificing quality, AI production offers a compelling middle ground between fully custom shoots and stock footage.

The key is knowing when to use it. Hero brand films still deserve the full production treatment. But for social content, product demos, and iterative campaign assets, AI video production lets us test more concepts, move faster, and deliver more value to our clients.

The future of brand video isn't human or AI. It's human and AI, working together.