Pretty much every media and production company goes through the same two phases of AI adoption. After almost a decade of watching companies …

Pretty much every media and production company goes through the same two phases of AI adoption. After almost a decade of watching companies think through their AI strategy, it’s kind of interesting to note how everyone seems to converge on the same thing. Phase one can be called incrementalism. Use AI to help improve a particular process or workflow. Use it to make storyboards faster, rotoscoping easier, wire removal better, or b roll and background generation more practical etc. A version of incrementalism also involves hybrid productions, shooting live action and then using generative elements here and there. Phase two comes after you have experienced and experimented enough with phase one and realize that incrementalism, while helpful and useful, is underestimating what models can do and is artificially constraining you. Phase two starts when teams realize they can rethink the entire process from the ground to create an entirely new systems from first principles. All the internal usage data we have points to the fact that whenever a company enters phase two you 100x outcomes and usage, you have effectively entered a brave new world.

Source: Cristobal Valenzuela (X) | 2026-06-05