Service
AI production
Fish Media uses AI as a production tool: previs, edit assists, versioning, and language variants. People still direct the work and approve what a brand publishes.
AI is useful when it shortens the path from a brief to something you can judge. It is a poor substitute for a point of view, a location, or a performance. We use it on the first of those, not as a replacement for the rest.
Typical uses are boards and previs before a shoot, alternate cuts and captions after one, and versioning when a campaign has to speak in more than one length or line of copy.
Nothing generated is delivered as the campaign without a human review against the brief, the brand, and the rights. If a tool cannot be used cleanly, we do not use it.
Questions about ai in production
Will AI replace the shoot?
No. On Fish Media jobs, AI supports planning and versioning. The pictures and performances a brand is known for are still directed and captured, unless the brief is explicitly for generated imagery and the rights are clear.
Do you train models on client work?
Client material is not offered as training data. Tools used on a job are named in the scope, and unpublished work stays inside that job.