Why Are So Many Video Production Clients Still Resistant to AI?
By Bill Milling, AI Video Production Specialist
(With decades of experience in Feature Film & TV Production)
I’ve been in this industry long enough to remember when digital editing was considered “cheating,” and shooting on anything other than 35mm was sacrilege. Every few decades, we’re handed a new tool—one that threatens the old guard, excites the innovators, and confuses almost everyone else. Today, that tool is AI.
And just like before, we’re seeing resistance.
So… why are so many clients still hesitant to embrace AI in video production?
Here’s what I’ve learned after conversations with clients ranging from global brands to first-time creators:
1. AI Feels “Not Ready For Primetime
But the reality? Today’s AI tools—when used by experienced creatives—can do incredible things. We’re not replacing storytelling. We’re streamlining the process, reducing costs, and expanding possibilities.
Several major brands have recently featured artificial intelligence (AI) prominently in their prime-time commercials, particularly during high-profile events like the Super Bowl. Notable examples include:
Microsoft: In 2024, Microsoft aired a Super Bowl commercial showcasing Copilot, their AI-powered assistant integrated across various applications. The ad illustrated Copilot’s versatility in aiding tasks such as creating movie storyboards, studying chemistry, and coding new games.
Google: Also during the 2024 Super Bowl, Google highlighted the Pixel 8’s AI-driven “Guided Frame” feature. This accessibility tool assists visually impaired users in capturing photos by providing audio guidance to center subjects within the frame.
GoDaddy: After an eight-year hiatus, GoDaddy returned to the Super Bowl in 2025 with a commercial promoting Airo, their AI-powered tool designed to help businesses establish an online presence.
Meta: In 2025, Meta showcased its AI-powered Ray-Ban smart glasses in a Super Bowl ad featuring actors Chris Pratt and Chris Hemsworth. The commercial demonstrated the glasses’ capabilities in providing real-time information about art exhibits.
Etsy: Making its Super Bowl debut in 2024, Etsy promoted its AI-enabled “Gift Mode” feature, which combines AI with human curation to assist shoppers in selecting gifts.
BodyArmor: The sports drink brand aired a “Field of Fake” commercial in 2024 that humorously critiqued the imperfections of generative AI. The commercial showcased wacky AI-generated video clips of people playing football and drinking sports drinks.
These examples reflect a growing trend of major brands integrating AI themes into their advertising strategies, aiming to highlight innovative products and services to a broad audience.
2. Clients Want Control—and AI Feels Like the Wild West
Traditional production is a hands-on, collaborative process. Clients are in the room. They see the lights go up, hear the director’s call, and feel the energy on set.
AI, by contrast, feels like magic behind a curtain. They don’t understand the process, which makes it harder to trust. That’s why education is key. We need to show them how AI fits into their workflow—and how it still leaves plenty of room for human creativity and control.
With AI, clients can have even more control. The limitless possibilities in the growing AI toolset allow the clients to have not only more input but to see the immediate effect of their ideas on the AI project. This is in sharp contrast to a traditional movie set where a client’s design can take many hours to realize and then more hours to go back to the original plan if that idea doesn't work.
3. They’re Loyal to People, Not Tech
A lot of clients have long-standing relationships with production crews, editors, and directors. It’s not just business—it’s personal. They don’t want to replace people with machines.
Here’s the truth: AI isn’t about replacement—it’s about enhancement.
AI helps editors cut faster. It helps writers draft scripts more efficiently. It lets producers deliver more content on tighter timelines without compromising quality.
4. They’re Waiting for a Proven Win
For many clients, AI still feels like a gamble. What they need are real-world examples:
Case studies that show cost/time savings.
Side-by-side comparisons.
Tangible ROI.
And frankly, that’s our job as AI video producers—to demystify the process and deliver results that speak for themselves.
Final Thought: AI Is a Tool, Not a Threat
I’ve worked with some of the best DPs, directors, and editors in the business. I’ve also embraced AI with open arms. Why? Because I see what’s coming—and I’d rather lead the change than chase it.
AI doesn’t replace vision. It doesn’t replace taste. It doesn’t replace experience.
It enhances all of it.
If you’re a client curious about AI—or skeptical—I get it. Let’s talk. I’ll show you how AI can save you time, money, and creative headaches… without sacrificing the soul of your project.
Let’s build something real—with the help of some seriously smart tools.