Where the tools help and where they do not.
WHERE THEY GENUINELY HELP
Transcription, and captions from it Background removal Noise reduction in audio Upscaling and restoration Rough translation Searching large amounts of footage First drafts of scripts and copy
WHY TRANSCRIPTION MOST
It converts hours of footage into searchable text, which changes how quickly material can be found.
WHAT STILL REQUIRES REVIEW
Everything.
WHY
Names, terminology and local accents are routinely mishandled.
WHERE GENERATED IMAGERY IS USED
Concepts and mood boards Backgrounds and textures Placeholder material
WHAT TO BE CAREFUL WITH
Rights in generated material, which are unsettled and vary by jurisdiction Whether clients permit it Whether platforms require disclosure Resemblance to identifiable people or existing work
WHAT TO ESTABLISH WITH CLIENTS
Whether generated material is acceptable, in writing, before using it.
WHY
Some clients prohibit it, and discovering that after delivery is costly.
WHAT TO DISCLOSE
Use of generated material, where it could mislead.
WHAT NOT TO GENERATE
Anything presented as a real photograph of a real event Images of real people Testimonials or evidence
WHY
It is deception, whatever the tool.
WHAT THE TOOLS DO NOT REPLACE
Judgement about what is worth making.
