AI in Post Production: Why Faster Tools Are Raising the Creative Bar

What the Silicon Valley Video Summit panel revealed about AI in post production

Artificial intelligence is dominating conversations across the media and entertainment industry, but the reality of AI in post production is far more nuanced than the hype floating around it.

At the Silicon Valley Video Summit in January 2026, a panel of experienced creatives explored how AI is changing the way content is produced today. Moderated by Gretchen Taipale, Vice President of Managed Services at Advanced Systems Group (ASG), the session, “Design & Post Production in the Age of AI: Faster Tools, Higher Standards,” featured insights from experts working directly with AI-powered creative tools in filmmaking and post-production. Panelists were: Dan Katz, Senior Editor/AI Video Specialist, Advanced Systems Group; Sandy Prudencio, Sr. Motion Graphics Designer, YouTube Creative Studio via ASG; and David Unger,  AI Educator.

Rather than framing AI as a sudden disruption, the discussion positioned it as the latest evolution in a long series of technological transformations in media production. And for many, the moment feels familiar.

L to R: Gretchen Taipale (ASG), Dan Katz (DanKatz.com), Sandy Prudencio (ASG), David Unger (AI Educator)

AI Is the Next Wave of Change in Creative Tools

Veterans of the post-production world have already experienced multiple revolutions. They’ve moved from linear editing systems to nonlinear editing, from tape-based workflows to digital cameras, and from physical infrastructure to cloud production.

AI, the panelists suggested, is simply the next step in that evolution.

Katz: “We’ve seen waves before, from nonlinear editing to the DV revolution. We’re at that same point again, except it’s happening at hyper mega, methamphetamine-fueled speed.”

For creatives entering the industry today, the sheer number of AI tools can feel overwhelming. New generative video platforms, image models, and editing tools appear almost weekly. But the panel emphasized that professionals don’t need to master every platform.

The real advantage comes from curiosity and an openness to experiment.

The Myth of the “One-Click AI Video”

One of the biggest misconceptions about AI video tools is that they can instantly generate finished content. In reality, creating high-quality AI-driven projects often requires significant creative effort and multiple tools.

One panelist described producing a short AI-generated trailer that required a complex workflow across multiple platforms. Unger: “People think you push a button and get a movie. That’s not how it works. I used about ten different AI tools and spent around 80 hours creating a minute-and-a-half video.”

The process involved generating images, refining them in Photoshop, editing in traditional video software, and carefully shaping the final story. In other words, AI tools still depend heavily on traditional creative skills.

Production and Post Are Beginning to Merge

One of the most intriguing shifts discussed during the panel was how AI may blur the traditional boundary between production and post-production.

Historically, if an editor discovered a missing shot during post-production, solving the problem meant a reshoot. Generative AI introduces a new possibility. Production can now occur inside the edit timeline. While it’s still improving, AI capabilities are progressing at warp speed.
Katz: “AI looks as bad as it will ever look right now. Give it two weeks. Something new will arrive.”

ASG At The Silicon Valley Video Summit

The Fundamentals of Storytelling Still Matter

Regardless of whether a scene is captured with a cinema camera, shot on a smartphone, or generated using AI models, the creative goals remain the same. Good storytelling is what matters most.

Creators must still consider:

• What emotion they want the audience to feel
• What message they want to communicate
• What action they want the viewer to take

Experienced editors, cinematographers, and designers bring valuable expertise to AI workflows because they already understand these principles.

Prompting Is Becoming a Creative Skill

Another emerging discipline discussed by the panel is prompt engineering — the ability to effectively communicate creative intent to AI models.

Prompting is far more complex than simply typing a sentence.

Many projects require detailed descriptions that specify lighting, composition, lens type, visual style, and character behavior.

Prudencio: “Some prompts are huge. You have to describe exactly what you want, and learning how to do that is a skill.”

Over time, prompting may become as fundamental to creative workflows as editing or color grading.

ASG At The Silicon Valley Video Summit

The Rise of the Creative Generalist

As AI tools reshape workflows, creative teams themselves may evolve.

Rather than narrowly specialized roles, production teams may increasingly rely on generalists who understand multiple aspects of media creation. Knowledge of filmmaking fundamentals – lenses, lighting, pacing, and composition – remain especially important when working with generative video tools.

These creators might combine skills in:

• storytelling
• editing
• motion graphics
• cinematography
• AI prompting
• visual design

Prudencio: “People who understand the full spectrum of video creation are going to be incredibly valuable.”

AI Tools Are Evolving Rapidly

During the discussion, the panelists highlighted several AI tools currently shaping experimental workflows in video production.

These included:

• Higgsfield – AI video generation
• ComfyUI – node-based AI pipelines
• RunComfy – cloud-based compute environments
• FilmSpark AI/MovieFlow – host environments for multiple AI models

Many of these tools function as platforms that combine multiple models into unified creative pipelines.

At the same time, much of the processing power required for AI video generation now lives in the cloud, reducing the need for expensive local hardware.

The Industry Is Still Learning What AI Production Really Means

Despite rapid innovation, the broader entertainment industry is still learning what AI-driven production actually requires. Some executives assume generative tools can instantly create finished shows or films.

The panelists pushed back on that assumption.

Unger: “People think you press a button and a show appears. That’s not how it works. You still need artists, time, and resources.”

Even simple projects can require significant creative oversight and collaboration.

AI Is Expanding Access to Creative Tools

One of the most promising aspects of AI tools is their potential to democratize media production.

Historically, producing high-quality video content required expensive equipment and large production teams.

Today, creators experimenting with AI can generate complex visuals using accessible software and cloud platforms. The tools open the door to those who didn’t have access before. And as the tools mature, the next generation of storytellers may emerge from unexpected places.

The Most Important Skill: Staying Curious

As the panel concluded, the speakers offered a consistent message to creatives navigating the AI transition.

Experiment. Learn. Stay open to new workflows.

But above all, remember that AI still depends on human creativity.

Katz: “These tools come from us. They require our experience, our knowledge, and our emotions.”

For those willing to adapt, the future of design and post-production may not be about replacing creativity, but about expanding what creators can accomplish.

For Further Reading

See how ASG’s Managed Services team embeds technical staff to help students broadcast, podcast, and create at the USC Annenberg School for Communications and Journalism, Teaching Journalism Without Letting Technology Get in the Way.

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