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  • Writer's pictureCraig Thatcher

Using Generative AI in creative workflows for telling stories from filming interviews

Woman preparing a man for filming an interview

Artificial Intelligence (AI) is grabbing all the headlines at the moment and we were skeptical about how it might improve our creative workflow. But having spent months testing different tools, we’re really pleased with the overall speed and quality of results.

As well as test driving the ChatGPT bot, we’ve noticed that many creative tools we use have started to employ Generative AI plugins run on GPT, the large language model by OpenAI.

What is Generative AI?

It strives to create entirely new data that resembles human-created content rather than just perform specific tasks based on predefine rules and patterns.

interviews create great content

We’ve had the best results by filming conversations between clients or experts, transcribing them afterwards, then automatically generating clear, concise copy for helpful summaries, articles and social media posts. All in a fraction of the time it used to take, which we now spend on more creative or productive tasks.

using Generative AI in creative workflows

  • Summarising long content from interviews into articles

  • Writing posts to a maximum word count

  • Helping to develop key messaging

  • Brainstorming alternative headlines

  • Suggesting hashtags and keyword phrases

  • Writing meta titles and descriptions

  • Drafting emails

THE first question we ask ourselves

What’s the story we’re trying to tell? The most critical part of our process is to define what the story is that we’re telling and to work out what the key points should be. Generative AI can be used to create draft scripts, based on very little information, which can be useful, if a bit workmanlike to start with.


ask the right questions

Writing down the questions to reveal the most interesting answers will help us to tell the story succinctly. Starting with a long list of questions and then honing them down against each of the key points.

Planning and storyboard

Scripts created by Generative AI help make sure that we don’t miss things out of our storyboard, but generally lack a really creative angle - but this could be because we have not provided enough detail. So we still tend to work in small groups and bounce ideas off each other.

Selecting interviewees and locations

If we are interviewing people as part of the filming, then we have to decide whether this is going to be undertaken face-to-face or remotely, and use different tools for each scenario, because they each have their unique challenges.


Sound and lighting are important components to get right. We tend to shoot face-to-face interviews with two or three cameras running simultaneously and wireless microphones. Remote interviews are shot using online podcast and video studio platform which is great because it records video and audio locally so if there is a poor connection, the quality of the video is not affected and each of the participants is recorded separately, for a lot of flexibility in post-production.

Cut away shots

Cut away shots are filmed separately and after the interviews. Video recording devices like the DJI Mini 3 Pro drone and DJI Osmo 6 gimbal with iPhone 14 Pro Max use AI to track subjects and stabilise the images, making it easier to take smooth flowing videos on the move. Which just can’t be achieved with less sophisticated cameras.


We use Final Cut Pro for editing as it handles multi-cam footage with ease.

Transcribing and subtitles

Once the final cut has been approved, we strip off the audio and upload it to a transcription and subtitles platform like Happyscribe that uses AI to create the transcription of the interview, which is usually 95-98% accurate, but can easily be amended before subtitles are created.

Copywriting articles for social media

We us an AI tool to create a summary of the transcribed file of the interviews, and outputting in paragraphs or bullet points. If we specify a word count the AI tool will create an article for a blog, for LinkedIn and for X (formerly known as Twitter), along with relevant hashtags, keyword suggestions and emojis (if you really feel the need to express yourself this way). It will even write you an email that can be sent to your contacts to let them know about the interview.

Writing landing page copy

We often use ChatGPT to kick start our copywriting by explaining what type of company and product or service we’re writing the page for, the target market and the individuals we’re aiming at. We always ask ChatGPT to list the benefits that are important to the target market and you would be amazed at the number and variety of suggestions it will come up with. These can then be tailored specifically to our client’s business.

Create your own app with API integration with Open AI models

The great thing is that you can use the OpenAI API and models to build your own unique HelpBot, to help give you a distinct advantage in your market. Discover how you can build an application or a ChatGPT plugin.

GPT-3.5 is OpenAI’s base model and is free to use. GPT-4 is OpenAI’s most advanced system, producing safer and more useful responses. DALL·E is an AI system that can create realistic images and art from a description in natural language. Whisper is a versatile speech recognition model that can transcribe, identify, and translate multiple languages.

Some questions we’ve asked ChatGPT

  • Create an outline for a documentary based on a company. ChatGPT came up with 8 chapters, a conclusion and credits.

  • Tell us a joke. ChatGPT came up with ‘Why don’t scientists trust atoms? Because they make up everything!

  • Ask us a question. ChatGPT came up with ‘If you could have any superpower, what would it be, and why would you choose that particular power?

  • What are the reasons why people would support a conservation charity? ChatGPT came up with 14 including a short summary.

Some of the creative tools we use An online podcast & video studio. Record in studio quality without the studio. Transcribe, clip, and edit within seconds.

Happyscribe A transcription and subtitles all-in-one platform. State of the art AI, working side by side with the best language professionals.

Vimeo All-in-one video hosting, creating, live streaming, marketing, and communications tools platform for business. Vimeo Uses Generative AI, based on OpenAi to create scripts using a brief description and key inputs such as tone and length. The tex based video editor can automatically identify and delete pauses or filler words like ‘aahs’ and ‘umms’ from recordings. Footage can be shot with the built in teleprompter tool offering a script display that can be customised with different font sizes and pacing, For $20 per month, billed annually.

ChatGPT-3.5 ChatGPT is an AI-powered language model developed by OpenAI, capable of generating human-like text based on context and past conversations. ChatGPT is the chatbot and GPT is the large language model it was originally trained on. OpenAI is an AI research and deployment company with a mission to ensure that artificial general intelligence benefits all of humanity.

As of October 2023, free users of ChatGPT based GPT-3.5 have the knowledge cut-off of September2021. ChatGPT Plus, which is based on GPT-4 can now access information up to January 2022.

ChatGPT’s output is controlled by the prompts alone, the input command. The better the prompt, the better the output. The more context the language model gets, the better. The limit for GPT-3.5 text prompts is approximately 2,000 CHARACTERS and for GPT-4 is 25,000 WORDS.

AIRPM A prompt management tool and community-driven prompt library for undertaking marketing, sales, operation, productivity, and customer support tasks in minutes that used to take hours with ready-to-use prompts for ChatGPT, Bard, Midjourney, and DALL-E 2.

What you should do NOW

  • AI tools will save you time, so you can reduce the repetitive, time-consuming tasks that form part of your creative workflow, allowing you more time to add value for your organisation or clients.

  • Dive in and do your own testing. Most tools have free plans so you can establish which ones work best for you.

  • AI will not take your job, if you learn how to manage these tools.

  • Always double check all output created by AI for accuracy before publishing or sharing it.

Any questions about using Generative AI in creative workflows? Contact Craig Thatcher.


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