Production · · 7 min read
Generative AI in music videos: what it can do and what it still cannot
We released four videos with AI in the pipeline. Here is where it saved us weeks and where it broke.
Generative AI is already part of the toolbox: impossible backdrops, set extensions, art direction sketches in minutes. Where a week of concept art used to be needed, now there are twenty proposals before lunch.
Where it works: worlds without people, textures, dreamlike transitions, previsualization to convince a label before shooting. Where it breaks: face continuity between shots, hands, instruments actually being played and anything that has to land on the beat.
Our rule: AI generates, but it does not perform. The artist is shot on camera; what surrounds them can be born from a prompt. Editing, color grading and rhythm remain human craft.
And a practical warning: generated footage shows when there is no art direction. An AI video without taste looks like every other AI video. With taste, nobody asks how it was made.
