AI

or

Not.

Why

Real

Production

Still

Matters

in

2026

As we step into 2026, we can’t help but reflect on just how much our industry - and the world around us - has transformed. When we first started in production, connecting with clients meant hand-delivered flyers, cold calls, and endless in-person meetings. Today, a single message on social media can spark a conversation across continents, a collaboration with a brand we’ve never met in person, or a project that takes us somewhere new.

Technology has collapsed the distances between us, and the way we create has evolved just as quickly. Gone are the days when production meant being anchored to an office from dawn to dusk. COVID changed the rules-showing us that hybrid working wasn’t just possible, it could be powerful. We learned how to stay agile, how to build teams across time zones, and how to deliver world-class work from anywhere.

And now we find ourselves navigating yet another shift: the era of AI.

Every second image you see online today seems to come with the question, “Is this AI?” or comments wondering whether it’s real. It’s created a wave of uncertainty- viewers hesitant to trust what they see, and brands challenged to prove authenticity in a world where anything can be fabricated in seconds.

But this is exactly where true production stands apart.

AI can assist, streamline, and help us stay organised. It can remove the mundane tasks and allow us to focus more on the creative. And we welcome that. We’re excited to keep learning, adapting, and using new tools that make our workflows smarter.

But what AI can’t do is bring the heart of a production to life.

It can’t feel the energy on set.
It can’t sense the camaraderie when a tough day turns into a great shot.
It can’t understand the friendships formed over years, the braais shared after wrap, the quiet pride of watching a client’s vision come to life.
It can’t replicate passion.

In every chapter of change—whether it was flyers, social media, hybrid work, or now AI - the constant has been our commitment to giving every production everything we have. The people, the atmosphere, the storytelling, the craft. That’s what makes an image feel real. That’s what makes it trusted. That’s what makes it connect.

So as we welcome 2026, we’re stepping forward with optimism. Confident in what we bring. Proud of the standard we deliver. And excited to embrace the tools that help us do what we love, even better.

Thinking about your next production?
Send us an email - we’d love to help bring your vision to life.

Here’s to a year of growth, innovation, and creating meaningful work together.