What You Need to Know About AI in Video Production

Video is a powerful medium for both internal and external communication, enabling companies to promote their products while also supporting employee training, collaboration, and video conferencing. 

While it’s effective, video production can be time consuming and costly, which is why AI is becoming a game changer. 

AI is transforming video production by making the process faster, more cost-effective, and more accessible without sacrificing quality. From automating time-intensive tasks like editing, color correction, and captioning to supporting creative work such as script development and visual effects, AI helps teams produce more content with fewer resources.

How AI Can Support Video Production

Artificial intelligence and new technologies play a role in video production through AI-powered editing, streamlining post-production and other workflows, and creating custom content.

Some video production trends that could benefit from AI technology include visual effects, live streaming, purpose-driven video content, and short-form social media videos.

Clutch saw an increase in interest in the following video production focus areas between January and October 2023 YoY:
 

This graph shows the rise of interest in visual effects (128.7%), voiceovers (111%), scriptwriting (93.3%), 3D animation (72.9%), live event & streaming (66.8%). 

AI content creation can directly supplement these services by supplementing the editing process, cutting corners with content creation, and aiding the brainstorming and storyboarding of the creative process.

AI-powered tools can analyze footage, identify the best shots, and automatically edit them together. This saves time and effort for video editors, allowing them to focus on more creative aspects of the editing process. Some AI-powered video editing tools can combine existing footage, images, and audio to help with video creation, color grading, and transitions. 

There are AI algorithms that help with transcription and other scriptwriting capabilities, making the process of creating subtitles and other graphics easier.

Hiring a video production company that uses the power of AI will only strengthen your company’s marketing strategy.

Learn how much it costs to outsource your video production needs in Clutch’s video production pricing guide.

Using AI in Each Stage of Video Production

AI can be used at nearly every stage of the video production process, helping you streamline your work and produce video content faster and more efficiently. Here are a few ways many video production companies are already using AI in their process. 

Pre-Production

AI is playing an increasingly important role in video pre-production by helping teams plan more efficiently and make better creative decisions earlier in the process.

It can assist with scriptwriting and concept development by generating outlines or drafting based on a project’s goals and audience. It can also support storyboarding and shot planning by providing visual concepts before filming begins. More strategic teams can even use AI to analyze past performance data to predict which themes, formats, or video lengths will perform the best.

By streamlining research, ideation, and planning, AI helps production teams reduce guesswork, align stakeholders faster, and enter filming with a clearer, more confident creative direction.

Production

During the production stage, AI-powered tools can dramatically improve the quality and efficiency of filming.

For instance, smart camera systems use AI to automatically adjust focus, exposure, and framing, ensuring each shot is sharp and well-composed without constant manual intervention. Additionally, motion tracking technology allows cameras to follow subjects seamlessly, whether in a complex action scene or a dynamic interview setup, eliminating the need for additional operators or complicated rigs. AI can also provide automated lighting and framing assistance, suggesting optimal lighting angles, color balance, and composition in real time.

Together, these tools help filmmakers capture professional-quality footage faster, reduce on-set errors, and focus more on creativity rather than technical logistics.

Post-Production

In post-production, AI streamlines many of the most time-consuming tasks, allowing editors and creators to focus on storytelling and creative polish. AI tools can automatically analyze footage, suggest edits, and handle repetitive processes with precision and speed. Key applications of AI in post-production include:

• Automated video editing – cutting, trimming, and arranging clips based on script or scene recognition
• Color correction and grading – adjusting tones, exposure, and color balance consistently across shots
• Audio enhancement – removing background noise, balancing levels, and generating voiceovers
• Subtitles and captions – transcribing dialogue accurately and syncing text automatically
• Visual effects and motion graphics – applying filters, removing objects, or generating graphics with minimal manual input

By leveraging AI in post-production, teams can reduce editing time, maintain high-quality output, and scale video creation without compromising creativity.

The Difference Between Using AI to Generate Videos and Using it for Video Production 

While many AI tools can generate videos, that is often not the best course of action for businesses looking to leverage video. While fully AI-generated videos can be quick and cost-effective, they often lack nuance, emotional impact, and high-quality storytelling — elements that resonate with audiences.

When AI is used to assist and optimize traditional production, such as for editing and color correction, videos that are still produced faster but also maintain higher quality. Essentially, AI acts as a tool that enhances human creativity, rather than replacing it, producing content that is both polished and compelling.

Popular AI Tools for Video Production

Looking to incorporate AI tools into your video production process? Here are a few that can help you streamline production operations.

1. Descript 

Descript automatically transcribes and edits video by editing text. Great for removing pauses, adding overdubs, captions, and creating polished videos quickly.

2. Pictory

Pictory converts scripts or long‑form text into video, selects relevant visuals, adds captions and voiceovers automatically.

3. InVideo

InVideo uses templates and AI features to help script, edit, and assemble videos efficiently — popular for social and marketing content.

5. Runway

Runway offers both text‑to‑video generation (e.g., short cinematic clips) and powerful AI assists like object removal, motion simulation, and visual effects.

6. Adobe Firefly / Firefly Video Tools

Adobe Firefly video tools Integrate generative AI into Adobe workflows, enable text‑to‑video creation, clip editing, prompt‑driven adjustments, and upscaling to high resolutions.

7. Sora (OpenAI) 

Sora creates dynamic videos directly from text prompts, useful for rapid content prototyping or concept visualization.

8. ElevenLabs 

ElevenLabs generates highly realistic voiceovers, multilingual dubbing, and sound effects — essential for enhancing narrative and accessibility in video.

How AI Impacts the Cost of Video Production

While AI tools often come with upfront costs, they can make video production significantly more affordable in the long run by reducing the time, labor, and resources required to produce high-quality content. Tasks that once demanded hours of manual work can now be automated, allowing smaller teams to handle complex projects without hiring additional staff. For companies and creators, this means fewer billable hours, lower production overhead, and the ability to scale video output without proportionally increasing budgets.

AI and Video Production: The Winning Combination for Business Growth

The integration of AI expertise within a video production team can significantly enhance a company's efficiency and effectiveness. By harnessing the power of AI, companies can streamline their video production processes, automate repetitive tasks, and leverage cutting-edge technologies to create captivating and personalized content.

The benefits of hiring a video production team with AI experience are numerous, ranging from cost savings and time optimization to increased audience engagement and brand differentiation.

Hiring a video production team with AI experience positions companies at the forefront of technological innovation. As AI continues to evolve and reshape industries, companies that embrace this technology early on gain a competitive edge in the market.

By staying ahead of the curve and leveraging AI-driven video production solutions, companies can demonstrate their commitment to innovation and adaptability, attracting customers and top talent who value forward-thinking approaches.

Explore our list of the top video production firms to find the video producer of your company’s dreams.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

See full profile