Inside Professional Video Workflows: A Study of AI’s Role and Value

Client

A Global Creative Technology Company

Service

B2B Qualitative Research / Creator Insights

Sector

Technology & Digital Media

Coverage

United States

A global creative technology company collaborated with us to explore AI adoption in professional video workflows among creators already using Artlist AI alongside established editing platforms such as Premiere Pro, Final Cut Pro, and DaVinci Resolve. The focus was on how AI fits into real production processes rather than simply measuring awareness or interest in the technology.

The study examined where AI could save time, expand creative possibilities, or complement existing editing tools and stock assets, along with the factors influencing its continued use in professional video production.

The Challenge

The challenge was to understand why experienced video creators would incorporate AI into production workflows they already knew well. With professional editing platforms and stock assets already part of their toolkit, the client needed to identify where AI addressed a genuine production need and what encouraged creators to keep using it.

Key areas of focus included:

• Creative tasks where AI could reduce effort or expand production possibilities.

• AI use cases in video production that made Artlist AI relevant alongside established tools.

• Situations where creators chose AI over conventional editing or stock-based approaches.

• Expectations around speed, creative control, output quality, and flexibility.

• Factors that encouraged continued AI usage beyond initial experimentation.

• Differences in adoption across freelancers, smaller teams, and larger organizations.

• Influence of existing production habits on AI adoption.

The study needed to distinguish initial experimentation from sustained use and identify where AI offered enough practical value to become part of creators’ regular production processes.

What We Did

We recruited professional video creators across the United States who were already using Artlist AI alongside established editing platforms such as Premiere Pro, Final Cut Pro, and DaVinci Resolve. Participants also regularly used stock assets, allowing the research to examine how AI fits into existing creator workflows rather than in isolation.

The study included:

• US-based professional video creators actively using Artlist AI in their production work.

• Regular users of professional editing platforms and stock content libraries.

• Representation from freelancers and solopreneurs to smaller teams and larger organizations.

• Exploration of specific production tasks where creators turned to AI.

• Examination of when AI replaced, complemented, or worked alongside established editing tools and stock assets.

• Discussion of the factors that encouraged creators to adopt AI features.

• Comparison of initial experimentation with AI features that became part of regular production.

• Assessment of expectations around speed, creative control, output quality, and flexibility.

The research examined the decisions creators made throughout production, identifying where AI added practical value, where established tools remained relevant, and what influenced its continued use.

The Impact of Research

The study gave the client a deeper understanding of where Artlist AI added value within professional video production and when creators preferred established editing tools or stock assets.

It also identified the factors that influenced whether AI became part of regular production rather than remaining a tool for occasional experimentation.

Key outcomes included:

• Production tasks where creators found AI most useful.

• How Artlist AI complemented existing editing tools and stock-based approaches.

• The role of speed, creative control, output quality, and flexibility in shaping tool preferences.

• Differences between initial experimentation and sustained AI usage among professional video creators.

• Variations in AI adoption across freelancers, smaller teams, and larger organizations.

• Workflow conditions that encouraged creators to continue using AI creative tools.

• Areas where AI features could add value within established production processes.

By connecting real production needs with creators’ tool preferences, the study gave the client a stronger basis for understanding where Artlist AI could support everyday production and what could encourage continued adoption.

Whether you’re developing a new product, evaluating emerging technologies, or exploring changing consumer needs, contact us to uncover the behaviours and decisions shaping your market and find the answers that matter to your business.