There are numerous production scenarios in which machine learning and automation can enhance existing processes for the creation, management and distribution of content – however, introducing AI to video production needs careful planning. The contextual power of content should not be lost in the pursuit of efficiency. We can already see the benefits in transforming certain aspects of production, such as the introduction of machine learning into video encoding, which has removed the limitations of hardware-based systems and allows video services to be delivered in high fidelity across the globe. Machine learning is also useful for content creation. Video editors are able to train automated algorithms to recognize certain'triggers' within recorded or live video inputs, and instantly create short clips, sequences or apply overlays and effects without human intervention.