AI and audiovisual production: defining uses for your corporate content

1. Which uses should you distinguish in a production?

Transcription assistance turns a recording into text. A search tool helps locate a passage. A generative process creates or transforms elements that may change what viewers believe they see. The brief should identify these operations separately.

This classification avoids treating an “AI edit” as a single operation. Each use should be possible to accept, limit or reject.

2. Which brief should you prepare before production?

Specify the audience, central question and information the video should make understandable. A product demonstration, executive interview and worksite presentation require different evidence.

The brief identifies essential sequences, available shots, languages, formats and destinations. It distinguishes what must be filmed from what can be illustrated using a diagram or clearly identified generated element.

Add a list of verifiable claims and elements excluded from distribution: client documents, screens, names, locations or unauthorised stages. A provider should know these limits before receiving footage.

Our communication and positioning advisory service helps define the message. Production is then agreed with contributors responsible for filming and editing.

3. How should you preserve an interview’s meaning?

An automatic transcript is a working basis rather than independent evidence. Compare selected passages with the recording, particularly when they contain units, figures or Arabic, French and English terms in one sentence.

Keep start and end markers for each extract. Also examine the question and surrounding sentences: removing a condition may turn a cautious observation into a general promise.

Subtitles should follow what is said. Rewording for readability may be necessary, but it must not attribute a new claim to the speaker. Translation requires review by someone who understands the topic.

For multilingual distribution, our content adaptation advisory service examines vocabulary and audience expectations. A convincing edit should remain faithful to the statement.

4. When may a generated image mislead?

A photorealistic factory image may appear to document a client site. A synthetic voice may suggest a speaker recorded a new testimonial. The problem depends on possible interpretation rather than the technique alone.

For a real project, favour authentic, authorised material. If a scenario is illustrated, identify it as an illustration or simulation. Do not present a generated scene as evidence of a completed engagement.

YouTube requires disclosure of certain realistic content generated or significantly altered with AI. Script or subtitle assistance does not automatically fall into the same category. Consult platform requirements at publication time.

Disclosure does not replace checking permission to use a voice, image, music or document. These points should be defined with the relevant rights holders and project owners.

5. How should you organise files and approvals?

Retain originals separately from working versions. Name exports with the date, language, format and status: working, awaiting approval or approved. An identifiable final version reduces distribution mistakes.

The approval dossier brings together the script, sources, selected passages and important changes. The subject owner checks facts; communication reviews the message; the designated person authorises distribution.

For data sent to an external service, examine processing conditions, access and retention. Do not send the entire filming dossier if only a few sequences are needed for the test.

NIST’s generative AI framework highlights risks related to information integrity and data. For this project, we recommend translating these issues into documented production decisions.

6. Example: turning a technical interview into short content

Fictional example. An SME records an interview with its maintenance manager. It wants a full episode and three extracts explaining information to prepare before an intervention.

Assistance provides a transcript and suggests passages. The technical manager corrects a component name and restores an omitted condition. The editor verifies markers in the footage, then prepares exports with reviewed subtitles.

A proposed generated image showing a spectacular breakdown is rejected: it could be interpreted as an actual client incident. The team uses an identified diagram and authorised shots of the equipment.

The review compares transcription and correction time, rework and extract understanding. It does not attribute savings to the entire production merely because an export was quick.

7. How should you decide whether to expand the pilot?

Test a representative recording with actual difficulties: vocabulary, languages, noise and confidentiality requirements. A prepared demonstration sequence is not enough to judge an entire library.

Measure preparation, processing, checking and corrections. Compare equivalent deliverables: verified transcript, synchronised subtitles or approved extract. Full cost also includes necessary tools, providers and archiving.

Prepare reading alternatives: W3C offers guidance for subtitles, transcripts and other audiovisual accessibility needs. Text alone does not always describe exclusively visual information; examine the content concerned.

The guide to choosing video podcast formats complements this analysis. The framework for AI uses comes before their wider adoption.

Does AI replace filming?

It can produce illustrations, but they do not document an actually filmed location, product or engagement.

Can an interview be split automatically?

Suggestions can be prepared. The final selection must check the meaning and context of every extract.

Should you retain originals?

Yes, to check editing, produce new versions and retrieve the source of a statement or image.