What AI Is Actually Good at in Production (And What It Still Isn’t) | Catch Lyt
AI and Innovation 5 min read
What AI Is Actually Good at in Production (And What It Still Isn’t)
What AI Is Actually Good at in Production (And What It Still Isn’t) | Catch Lyt
AI is excellent at chores. It is still average at taste.
There is a lot of noise around these tools. Some of it is useful. A surprising amount is either overclaimed or aimed at problems we do not have. After using them on real client jobs, the picture is clearer.
1. It earns its place on drudgery
Transcription, captioning, basic noise reduction, bulk resizing, first-pass organisation of footage. Work that needed doing but rarely needed a senior creative’s full attention.
2. It is fast at options, slow at “this one”
It can generate choices quickly. It still struggles to know which choice feels right for a specific brand, audience or cultural setting.
3. That gap matters more in education and corporate work
Trust and tone are part of the deliverable. Experimental content can afford a near-miss. A school film usually cannot.
4. Use it where it has already proved itself
Clear the mechanical work faster. Keep human judgement on how the work feels. This is not a rejection of the technology. It is a preference for results over the brochure.
The tools will keep improving. Responsibility for what feels authentic still sits with the people using them.
Learning summary
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AI is strong on chores, weak on taste.
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Use it to clear the mechanical pile.
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Options are not decisions.
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Education and brand work need context.
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Marketing claims run ahead of the useful jobs.
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Authenticity is still someone’s call.
Useful reading
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Cullen Kelly: youtube.com/@CullenKelly
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RØDE — Audio for Film 101: youtube.com/@RODEMicrophones
