The AI-Creativity Nexus: Exploring the New Era of Video Production
The recent release of OpenAI’s video generation model, Sora, has stunned the tech world. This follows Tencent’s impressive showcase of their text-to-video AI, which sparked global discussions. With many businesses already utilizing AI-generated videos for advertising and various purposes, the potential impact of AI on the video production industry has become a hot topic.
In light of these developments, TechApple interviewed Justin Choy (referred to as Ah Tin), Creative Director at Mosaic Creative, an AI-generated production company. Having witnessed the transition from traditional to digital, and now to AI video production, Justin shares his insights and experiences, including a preview of his latest work, “Snow” exclusively with TechApple readers.
AI Video Production: Cutting Costs by at Least 50%
“A traditional 30-second commercial, including planning, on-site shooting, and post-production, typically costs around HK$100,000,” Justin explains. “However, by incorporating AI technology with small-scale live shooting, we can reduce costs by about half.” This significant cost advantage makes high-quality video content accessible to many small and medium-sized enterprises.
The extent of cost savings varies depending on production requirements. “For projects requiring complex character or scene creation, AI production might only save 20-30%. But for simpler productions like basic product showcases or impression ads, savings can reach up to 70%.”
Revolutionizing the Production Process
Justin highlights a crucial shift in the production workflow: “Traditional production involves a lengthy process—at least two weeks for pre-production planning, scheduling for on-site shooting, and another two weeks for post-production, often taking a month to complete.”
“With AI technology, many processes can be carried out simultaneously, ideally completing in just one week. More importantly, we’re no longer constrained by factors like weather or location. For instance, if we need a scene in Rome, instead of flying there, we can now generate it with AI.”
Hybrid Production: The Current Mainstream
Currently, there are three main production modes: pure AI production, hybrid production, and traditional production. Justin observes that clients’ choices often depend on their acceptance of new technology. “Some clients fully embrace AI production, like Leon Lai’s recent Christmas video which heavily utilized AI. Others are more conservative, preferring to add AI effects to live-action footage.”
Redefining Professional Value
Addressing concerns about AI’s impact on professional producers, Justin offers his perspective: “Since the widespread adoption of computers, there have always been concerns about technology replacing professionals. However, history has shown that the proliferation of tools actually raises the competitive level of the entire industry.”
He emphasizes that the core value of professional producers lies in their artistic sense and creativity: “While AI has lowered technical barriers, it can’t replace human creative judgment and aesthetic taste. Competition now focuses more on the creative aspect—how to use AI tools to achieve unique artistic expression is key.”
Future Development and Challenges
On the industry outlook, Justin maintains a cautiously optimistic attitude: “I anticipate that about 50% of advertising production work might be completed by AI in the future, especially standardized commercial productions. However, for projects requiring nuanced emotional expression or high-end brand imaging, human creativity and professional judgment remain irreplaceable.”
He particularly notes AI’s limitations in emotional expression: “Currently, AI can simulate basic emotional expressions, but presenting complex emotional layers, like the gaze and posture of models in fashion ads, still requires human performance. Sometimes, capturing a perfect moment with just a look or a subtle expression can take hours—something AI can’t yet achieve.”
Opportunities and Challenges in a New Era
“Every technological revolution brings both challenges and opportunities,” Justin concludes. “The key is to keep pace with the times, use new technologies to expand creative possibilities, while maintaining artistic integrity and human touch. I believe true professional value lies not in monopolizing technology, but in creating works that touch people’s hearts.”
As AI technology continues to evolve, the video production industry will undoubtedly undergo further changes. However, as Justin points out, technology ultimately serves creativity. The ability to produce outstanding work will still depend on the creator’s artistic sensibility and professional judgment. In this new era of accelerated fusion between technology and art, the ongoing challenge for every creator will be how to effectively utilize AI tools while preserving the soul of their work.
Our Guest
Creative Director
Justin Choy
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