Otago Productions

The AV industry is in the middle of a reset, and its public image is part of the problem. AI has turned from a buzzword into a practical tool, but in AV production it also exposes a mismatch: it can take over many core tasks and, in some cases, generate outputs that are close to professional quality. From storylines and shot lists to moodboards, scripts, and other production documents, a synopsis or brief is often enough for AI to draft material that fits standard contractual expectations. In pre-production, there is still very little it cannot handle. The main human effort now lies in designing the network architecture that will be needed downstream. Post-production follows the same pattern. With automated cuts, color presets, sound-mix templates, and graphics standardized by production line, customer type, or even account, editors can be pushed aside or reduced to overseeing an industrial workflow. That leaves only a few central roles: producer, operator, and developer. But producer of what? Telling what story? Those questions remain open because many buyers still struggle to picture what their own customers will actually expect. Is it B2B, B2C, or B2BtoC? And at the end of the chain, consumers are often already shaped by a culture of passivity—certain of nothing, yet ready to believe everything.