Elevating Video Production With AI

New tools are transforming video production by streamlining workflows and enhancing creative capabilities

Artificial intelligence is revolutionizing the way video content is produced, from automated editing to generating entire scenes with text prompts. In recent years, platforms like Runway and Adobe have begun to aid and elevate video and graphic production.

Creators can expedite workflows, produce high-quality visuals, and can overlay on top of your existing content with vivid and compelling visual effects, without the traditional time and labor it takes to perform post-production functions.

This shift in technology has far-reaching implications for you and your stakeholders. Healthcare brands will be able to deliver more dynamic, immersive, and personalized content without the astronomical costs and orchestration that manual shooting and editing creates. Whether filling in missing b-roll, reconstructing 3D images, or automating the post-production process, AI is elevating what’s possible in video production today.

Adobe’s Upcoming Firefly Text-to-Video Model

Adobe’s soon-to-be-released generative video model will help accelerate common film editing tasks — like navigating gaps in footage, removing unwanted objects from a scene, smoothing jump cut transitions, and searching for the perfect b-roll. When performed well, addressing these tasks can make the difference between a compelling and emotional narrative, versus one that distracts from the story you’re trying to tell.

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Runway’s Generative Visual Effects

Runway’s G-VFX allows you to blend live action shots with visual effects. Users can create or enhance visual content simply by inputting text prompts, enabling rapid iteration and prototyping. Artists can apply effects such as background replacement, object removal, object insertion, and style transfers without needing deep technical knowledge or extensive post-production tools.

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Stop tracking trends. Start preparing.

Digital health isn’t evolving in neat, trackable lines.

It’s shifting through collisions: AI, platforms, policy, HCP and consumer behavior, all compounding at once.

THE EDIT isn’t a trend report.
It’s how Propeller makes sense of the forces that are converging and what that means for healthcare brands now.

As a frontier firm and fully AI-enabled health agency, Propeller operates inside these shifts as they happen
building, testing, and deploying AI-enabled strategies in real time.

This is where marketers see what’s coming, and what to do about it.

Decode What’s Next