25 October 2026 · AI craft · 5 min read
Where AI helps in our edits, and where it doesn’t
AI gets us to a first cut faster. Taste, timing and truth are still a person’s job.
We use AI every day: for product stills, rough cuts, captions and versions. It saves days.
What we hand to the machine
Repetitive work: resizing for every platform, first-pass captions, background clean-ups, product worlds that would otherwise need a full shoot.
What stays with people
The idea, the pacing, the brand’s voice, and checking every claim. A reel can be fast and still be true.
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