WANDSWORTH, London. June 10th, 2026 – BearJam is exploring why judgment, storytelling craft, and creative leadership are becoming more important than access to AI tools in modern video production.
AI video tools are now widely available to brands, agencies, and creators, and BearJam, a video production company, says this shift means technology is no longer the defining advantage in creative work.
As AI-generated content increases, the phrase “AI slop” has become common, used to describe work that feels repetitive, formulaic, and lacking originality.
This typically happens when teams depend on automation and prompts without applying strong creative thinking or understanding how audiences respond emotionally.
The core issue is not whether teams can access AI. It is whether they can maintain creative quality while using it.
BearJam’s position is informed by their experience delivering AI-assisted campaigns for clients such as KGM and SD Worx. Their belief is that effective video work depends on judgment, not just tools.
They define taste in video production as:
Storytelling instinct
Pacing control
Emotional intelligence
Visual decision making
Editorial restraint
Human direction
Audience understanding
Appropriate use of AI
This approach has influenced BearJam’s structure, including the appointment of Brick Ng as AI Architect to ensure AI supports production without replacing creative leadership.
AI is now deeply embedded in BearJam’s workflow, but human direction remains central.
James Hilditch, founder and creative director of BearJam, said, “I’m genuinely excited by what AI has done for our industry. It’s opened up ideas we couldn’t have afforded to make a few years ago, sped up the parts of production that used to slow everyone down, and given smaller brands a real shot at ambitious work.
That’s a good thing, and we lean into it every day. But it comes with a catch.
The easier it gets to make video, the easier it gets to make forgettable video. When teams let the tools do the thinking, you end up with content that’s technically fine and creatively empty, and audiences notice every time.
So our priority hasn’t shifted. AI takes on more of the heavy lifting each month, but the storytelling, the pacing, the decisions about what actually moves someone, those stay human.
That’s the part that makes a video worth watching, and it’s the part we won’t hand over.”
As AI adoption increases, production teams are facing greater pressure to deliver content faster and at scale.
However, this often leads to work that prioritises volume over quality, which can negatively affect brand perception.
Audiences increasingly reject content that feels generic or overly automated.
The challenge is not technological access, but maintaining originality in a rapidly standardising creative landscape.
BearJam believes the future lies in collaborative workflows where AI accelerates production while humans remain responsible for creative direction.
“AI will keep getting better. That was never the question. The real one is whether you’ve still got someone with taste deciding what to point it at.” – James Hilditch
