My company is experimenting with AI and automation in production, and there’s talk about “leaner teams” in the future. For producers who want to stay relevant, what areas or skills are worth doubling down on so they don’t get sidelined as tools evolve?

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Tap into the cultural conversation.

2022-2024: AI is Jesus.
2025+: Maybe AI isn’t Jesus…?

Do your job well. Rely on your expertise. Find those 10% pockets where AI can actually help. But quietly dismiss this talk of AI Jesus.

likehelpful

Tools will eat a lot of grunt work, so the safest bets are doubling down on things AI is bad at like complex stakeholder management, creative judgment, risk assessment, vendor relationships, and making real‑time trade‑offs on budget, scope, and quality.

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While I agree with this- producers will absolutely need to understand these ai platforms and what they do, what kinds of business problems they solve, when are they more appropriate, etc.

My advice to all producers would be to lean in and learn more about content at scale/ automation/ ai enabled production- and how these work streams best coincide with traditional ways of producing.

All of these Ai platforms remind me of this.

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funny

It’s not just Ai, it’s data as well. Problem with the big agencies is that producers never see the data. So we can’t help make production decisions based on that (ie, tik tok algorithm likes native audio, so let’s be sure we’re making ads that way). Producers aren’t put in the position to help. Data/strategy/account is entrusted with that stuff but it’s never shared. So we are left to execute. Which makes us factories. And we all know what happened to factories…

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