BearJam: AI automation needs human oversight

BearJam's insights come from direct experience in AI video production. They have found that while some projects can be almost entirely AI-driven, the best results often combine AI with traditional filming and human creative judgment. This hybrid approach is not a compromise but the model they believe works best.

The company stresses that automation multiplies both output and errors, making quality control essential. They highlight that liability for AI output rests with the deployer, not the platform, so brands must be explicit about their AI usage. This is why they turn down projects that cross their ethical lines.

Their experience suggests that responsible automation is about designing the whole workflow, not just automating steps. This includes investing in new roles like their AI Artist, and understanding that traditional methods may sometimes be simpler and no more expensive. The goal is better overall processes, not the highest number of automated tasks.