AI or a Film Crew: Choosing a TVC Production Approach
By 9,6hz Agency
Published
Updated
Choose between generated footage and a film crew by checking the people, products, locations and usage rights your TVC needs.
Can AI Replace Professional Video Production Crews?
Choose between generated footage and a film crew by checking the people, products, locations and usage rights your TVC needs. AI tools can also help with drafts, captions and reframing.
What AI Can Do Well in Video Production
AI tools have made remarkable progress in specific areas of the production workflow:
Pre-Production Assistance
- Script ideation and drafting — AI generates script variations quickly
- Storyboard generation — AI creates visual references from text descriptions
- Voiceover synthesis — Realistic AI voices in multiple languages
- Research and trend analysis — Identifying what content performs best
Post-Production Enhancement
- Generate draft captions, then check wording, names and timing.
- Smart reframing — Automatically converting 16:9 to 9:16 with subject tracking
- Noise reduction — AI-powered audio and video cleanup
- Color matching — Automatically matching color across different cameras
- Rough cut assembly — AI can pre-select the best takes
Where AI Falls Short
Despite the hype, AI-generated video has significant limitations in 2026:
CheckGenerated videoFilmed productionPeople and productsConsistency of details across shotsAvailability of people and productsLocationControl over generated settingsRecce and location permissionUsage rightsTool terms and input assetsTalent, music and asset agreementsReviewCheck each generated shotCheck picture and sound on setCombining AI Tools with Filming
- AI for speed, humans for quality — Use AI to generate first drafts, mood boards, and rough edits, then have professionals refine them
- AI for repetitive tasks — Captioning, format conversion, and asset management
- Humans for strategy and emotion — Creative direction, brand storytelling, and performance coaching
- AI for data, humans for insight — AI analyzes performance metrics, humans make creative decisions
When to Use AI vs. Professional Production
Use Case Recommendation Quick social media contentAI tools can help Internal presentationsCheck against the brief Brand TVC / CommercialCheck against the brief Product launch videoCheck against the brief Corporate documentaryCheck against the brief Social ads at scaleAI-enhanced professional production
What to Check Next
Share your goal, schedule and required deliverables to discuss a production plan. Contact 9,6Hz Agency