How GenAI is reshaping video production
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In this episode of The Data Movement, host Paul Langston sits down with Adobe’s David Helmly and Andy Edwards to explore how generative AI is reshaping video production and the data infrastructure behind it.
With decades of experience in broadcast and post-production, David and Andy share a practical view of what’s changing — and what’s not. Every wave of innovation expands what creators can do and AI is no different.
What was once a linear workflow is now a continuous cycle of creation and refinement. This is where data moves to the center of the story.
The conversation breaks down how generative workflows play out in practice. As AI accelerates ideation and production, nothing is discarded. Every iteration, version and enhancement becomes part of a growing dataset that must be managed, accessed and preserved.
Paul, David, and Andy also examine the rising importance of content authenticity. As AI becomes more embedded in production, tracking provenance — what was created, how it was created and where AI was used — is essential. For enterprise teams, that extends to training models on proprietary data while maintaining control, ownership and trust.
Looking ahead, the discussion turns to agentic AI and its role in creative tools. These systems streamline repetitive tasks, assist with editing and speed up iteration — while keeping creative control in human hands.
In this episode, you’ll hear about:
- How generative AI is reshaping video production workflows
- Why iterative creation is driving rapid data growth
- The growing role of metadata, provenance and media intelligence
- How Adobe approaches content authenticity and AI transparency
- What it takes to train AI on proprietary data
- Where agentic AI fits into the future of creative tools
David and Andy offer a grounded perspective of how AI is changing production from the inside out. For teams building and managing modern media pipelines, the takeaway is clear: faster creativity comes with larger data requirements — and meeting that demand requires infrastructure designed to scale with it.
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