By Ben Foster, Chief Digital Officer
AI is undoubtedly revolutionising the creative sector — challenging established ways of working and advancing at an exponential rate. Perceptions of AI-generated content are becoming outdated faster than ever. The role of AI tools in creative processes needs to be constantly re-evaluated, and those adopting these technologies must work with unparalleled agility, continuously adapting their workflows.
In the second half of 2024, I went on a roadshow to speak with several of our clients about all things AI. A consistent theme emerged: while promotional videos and case studies showcased mind-blowing potential, the reality of using these tools often fell short — more “miss” than “hit.” But in just a few short months, that ratio has shifted dramatically, particularly with premium AI platforms. What was once underwhelming is now increasingly capable and impressive.
One of the biggest challenges facing creative teams today is navigating the overwhelming volume of AI tools available. Many offer similar promises, but in practice, you have to sift through a lot of noise to find the right tool for each task. A few bad experiences can put people off entirely — but ignoring AI altogether risks falling behind. On the other hand, over-relying on technology at the expense of human creativity will inevitably lead to weaker outcomes. In fact, the craft skills of creatives have never been more vital. Their experience is key to unlocking the true potential of automated tools.
At KiteStudio, we’ve audited the landscape and embedded several AI solutions across core areas like content analysis, content creation, and editing. Some tools help automate processes, enabling us to deliver work faster and more cost-effectively. Others elevate the quality of our output. We’re continually exploring new partnerships, running demos, and keeping a close eye on US innovations that could shape the UK market next.
Looking ahead, we believe the next major AI-driven creative frontier is dynamic AV content at scale — particularly across Connected TV (CTV) platforms. As household penetration of SVOD services like Netflix, Disney+, and Amazon Prime Video continues to grow, so too does the opportunity for granular targeting and dynamic content templates, typically reserved for programmatic display and social media.
Imagine building creative frameworks that adapt in real time — pulling in dynamic elements like location or weather to enhance relevance and engagement. Amazon Prime is already exploring AI-powered solutions that tailor content based on in-programme context — for example, serving ads for dresses similar to one worn by an actress in a show. It’s a fascinating space, and most advertisers have only scratched the surface. For brands bold enough to be early adopters, the opportunity is massive.
If you’re interested in exploring how AI can enhance your creative workflows, please get in touch.