People often ask me if artificial intelligence will replace the human touch in post production. My answer? A resounding “no.” However, there’s no denying that AI is reshaping how we work — and, for the most part, it’s a positive change.
From a technical perspective, AI is a game-changer. It boosts efficiency and saves time, particularly in audio and VFX. Tasks like dialogue editing, automatic dialogue replacement, rotoscoping, motion tracking and color matching are now faster and less labor-intensive thanks to AI. These tools don’t replace the artistry of these processes, but free us to focus on the creative decisions that matter most.
That said, I firmly believe AI will never fully replicate the creative instincts of a human being. Take the music industry, for instance. For years, people have tried to create algorithms to manufacture hit songs. Despite all the advancements, they’ve never quite nailed it. And in that fact, I find comfort.
Sure, AI can assemble footage, sync it to music, add titles or even draft a script based on story points and genre suggestions. But there’s an element it can’t replicate. I call it “flow” - when everything comes together in a way that you just feel it. Flow is the rhythm of an edit, the synergy between sound design and imagery, the color palette that rides with the emotional context of the film, those transitions that are spot on and the chords in a music score that make us cry a little. Flow is a profoundly personal thing…It’s our taste. It’s encoded in our DNA, making us human - and irreplaceable.
When I collaborate with artists on projects — whether with editors, sound designers, VFX artists or colorists — there’s that moment when everything clicks. It’s a soulful alignment when the content on-screen resonates with my inner “switch.” That’s what I trust - my personal truth. It’s not about being right or wrong; it’s about staying true to my instincts. At Sugar Studios, I’m fortunate to have so many brilliant artists who collaborate at this creative level, and our clients feel that passion too.
AI is undeniably flipping the script in post production, especially when it comes to speed and efficiency in utilitarian tasks. But it’s not here to replace us. It’s here to empower us. Still, as the line between artistry and automation blurs, we must stay vigilant to ensure the magic of beautifully-crafted work doesn’t get lost in a sea of cookie-cutter content.
In the end, the artistry of post production lies in human creativity. AI may give us powerful tools, but it’s up to us to keep our souls in the game.
Jijo Reed is the Founder and CEO of Sugar Studios, a Los Angeles post production facility that offers editorial, color grading, VFX, dailies and deliverables.