Generative AI and professional post-production: Future fantasy or imminent reality?
Brie Clayton March 8, 2023
1 Comment
ChatGPT is not the first generative AI application. It's not even the first generative AI application to be released by its creators at OpenAI, or the first natural language processing tool driven by AI technology. But it is acknowledged to be the most advanced AI chatbot to date, and it's release to the general public in November 2022 has escalated the conversation around the use of AI across all industries. Other generative tools like DALL-E, Midjourney and Stable Diffusion garnered their fair share of attention over the last year, but ChatGPT's ability to create pretty convincing written content, on almost any topic, based on natural language prompts, has captured global interest to an extent seldom seen before.
So, what are the potential implications of this new breed of AI application for the professional post-production industry? We enlisted resident head of technical architecture at Jigsaw24 Media, Graham McGuinness, and indisputable expert in generative AI, ChatGPT itself, to help us figure this out by answering five (seemingly) simple questions.
Question 1 : How is generative AI being used in professional post-production workflows today? What is being very effectively leveraged right now are AI capabilities like speech-to-text, automated tagging and facial recognition, says McGuinness, adding that object recognition or machine vision is also developing at a rapid rate and becoming phenomenally powerful. He attributes ever growing training datasets and ever improving object detection algorithms with driving these impressive results.
What makes generative AI a hot topic now, according to McGuinness, is that In 2023, we're at the unintended intersection of near unlimited computing power, massive data sets and open-source tooling' that allows these capabilities to become accessible to wider sectors of the population.
To this end, his team has already started experimenting with using ChatGPT to write code (as an intelligent assistant), debug webserver setups and help write comprehensive knowledgebase answers to support questions. According to ChatGPT, generative AI is currently being used to up-scale and restore low-resolution footage, for colour grading, to generate realistic visual effects and even to automate editing. In professional audio post-production ChatGPT lists noise reduction, automatic dialogue replacement, music composition and speech-to-text as generative AI capabilities.
However, when asked to provide specific examples of generative AI tools used for video editing and colour grading, ChatGPT's answer included products like DaVinci Resolve's neural Engine, FilmConvert Nitrate, Adobe's Autoframe and Avid's MediaCentral Editorial Management tool which prompted our next question
Question 2 : What is the difference between AI and generative AI? ChatGPT answered this question with Generative AI is a type of artificial intelligence that uses algorithms to generate new content, such as images, videos, and audio, that resemble existing examples. Unlike traditional AI, which is programmed to perform specific tasks based on predefined rules, generative AI has the ability to learn and create new content by itself.
This is an important distinction - because while most of the professional post-production tools that ChatGPT listed in the previous questions have powerful AI trained' capabilities, they don't create new content in the same way that an AI-based text-to-image program does, and so don't necessarily qualify as generative' AI applications. It's a point that we felt was worth clarifying with one more follow-up question.
Question 3 : Is it fair to say that most professional video and audio post-production tools don't use generative AI capabilities at the moment, but that certain products use machine learning algorithms to improve functionality? Yes, that is a fair statement, ChatGPT confirmed. While there are some professional video and audio post-production tools that incorporate generative AI capabilities, most professional tools focus on using machine learning algorithms to improve functionality and assist with various tasks in post-production. For example, tools such as DaVinci Resolve and Adobe's Creative Cloud utilize machine learning algorithms to analyse footage and audio recordings and make intelligent adjustments to improve the overall quality of the finished product.
This is not to say that impressive generative AI video tools aren't already available. Citing products like fylm.ai and ColourLab, McGuinness says Some of their image correction capabilities are staggering, but the real divider is what they can do in the professional realm. The results are not always consistent. Synthesized speech is another area that's made massive strides in recent times, but McGuinness believes that we're still a way away' from tools like these having a real impact on mid-to-high-end post-production workflows. This is, in part, because the process can be painfully slow. But that's not the only issue to consider
Question 4 : What are some of the potential issues with using generative AI tools in post-production? Even though ChatGPT was trained using a database of around 300 billion words, OpenAI has been up-front about the fact that it may occasionally generate incorrect information. And this is true of any generative AI application. As McGuinness comments, Any AI-driven process still needs to be assessed by humans to find errors. The net result is that tasks that deploy these tools will either be non-critical, or able to be corrected ahead of wider consumption. Many non-trivial tasks like translation and subtitling currently make use of
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Zero in on one that says yes (and no)
Andy Marken May 29, 2026
0 Comments
Hero image courtesy of Deposit Photos
For content creators the most difficu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
29/05/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
29/05/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
29/05/2026
The days are getting longer, the temperatures are rising, and playlists are filling up for the season. With summer around the corner, Spotify's global edito...
29/05/2026
New retro-inspired MPC announced
There are few devices that have gained the status held by Akai Pro's MPC range, and in recent years, the company have s...
29/05/2026
Save up to 30 on acclaimed titles
Following a successful launch at Superbooth 2026, Bjooks have revealed that they will be continuing the Kickstarter campa...
29/05/2026
Binaural monitoring application improved
Genelec have just released an update that brings some powerful new features to their HRTF-based binaural headphone ...
29/05/2026
6 June 2026 at SAE Institute, London, UK
IMSTA FESTA 2026 is almost upon us, with some of the biggest names in pro-audio set to descend upon SAE Institute i...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, died April 12, 2026, at his home in...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Comparing 5 AI Video Enhancers for Restoring Old Video Quality
Kate Luvis May 29, 2026
0 Comments
Digitizing VHS, MiniDV, and other legacy formats doe...
29/05/2026
Studio Hamburg Builds New Post Pipeline with DaVinci Resolve Studio
Brie Clayton May 29, 2026
0 Comments
Workflow replaces a patchwork of legacy tools...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
At the Intersection of Music and Dance, an Epic Collaboration Boston Conservatory musicians and dancers found creative parallels in their recent performance o...
29/05/2026
May 29 2026, 09:00 (PDT) Dolby and rednote Bring More Immersive Storytelling to...
29/05/2026
Something fundamental has shifted in how people consume media. Audiences aren't abandoning television or radio content; they're just expanding how, wher...
29/05/2026
Youtube exclusive special drops today
Watch now
UKTV today announces another e...
29/05/2026
Back to All News
The Official Trailer of Physical 100 Italy, on Netflix From Se...
29/05/2026
Genelec announces V2.1 for Aural ID binaural headphone monitoring application posted: 29/05/2026
Aural ID 2.1 enhances binaural monitoring for stereo and ...
29/05/2026
At just 20 years old, Sean Melia from Summerhill Co. Meath has been revealed as the winner of Super Garden 2026. Sean is the youngest ever contestant and winner...
Generative AI and professional post-production: Future fantasy or imminent reality? 
