Why AI Will Never Replace Human Creativity in Video Production
Apple (2024, May 7th). Crush! | iPad Pro | Apple [Video]. YouTube. https://www.youtube.com/watch?v=ntjkwIXWtrc
(Image captured from 0:48 timestamp).
A.I. video will not win when it comes to videography for product marketing. The reason? People crave real storytelling, real experiences, and real emotions. We’ve already seen two great examples of this within the past ten months.
The first is Apple’s “Crush” advertisement. The ad attempted to showcase the iPad Pro’s ability to replace an entire world of creative tools—compressing everything from paintbrushes to musical instruments into a single device. But rather than inspiring people, it horrified them. It was a visual representation of destruction—of everything humanity has built, crushed into a single screen. The backlash was immediate and intense, to the point that Apple had to publicly apologize. If only they had just played the commercial in reverse, showing the iPad creating rather than destroying, maybe the reaction would have been different. But the lesson is clear—people don’t want technology, especially AI, to erase what makes us human.
Apple’s Crush Ad: https://www.youtube.com/watch?v=ntjkwIXWtrc
The second example is Coca-Cola’s AI-generated “Magic” commercial. Meant to be a showcase of AI’s creative potential, it ended up being widely criticized as “soulless.” No matter how much AI tries, it cannot replicate the human touch—the imperfections, the emotion, the authenticity that makes storytelling powerful. I mean, just look at the comments.
Coca-Cola’s Ad: https://www.youtube.com/watch?v=4RSTupbfGog
These two recent examples prove that people are highly uncomfortable with AI taking over creative storytelling. And that’s exactly why the work I do—real, strategic, human-driven videography—matters now more than ever. The experiences and stories I tell are built on three pillars: storytelling, authenticity, and retention.
AI may be able to generate visuals, but it cannot replace the emotional depth and human connection that truly make a video impactful. That’s why I’m doubling down on my approach—focusing on crafting compelling narratives, capturing authentic moments, and ensuring that every video I create is built to retain attention and drive real impact like the stories we all share should.
That said, I do use AI—but only as an assistant, never as a replacement for creativity. AI has its place in helping streamline workflows, handling mundane tasks, and optimizing efficiency. But it does not drive the creative vision. It’s simply a tool that helps me focus on what truly matters—telling compelling stories that connect with people on a deeper level.
So if you’re a brand, a business, or a creative entrepreneur, know this: AI isn’t the future of storytelling—we are. And if you want to create content that truly resonates, you need a human touch.
