/
Using AI Tools for Production

Using AI Tools for Production

Owned by josh.kappler
Last updated: Mar 21, 2025
3 min read

 

At PBS WI, there are several tools and applications that are powered by AI. These tools can be useful for efficiency and creativity in our production department. Before using them on a project, users must consider our guidelines and best practices. This document highlights AI tools that need proper review before they are used in a project.

 

1 Important Tips about AI | 2 Workflow for using AI | 3 AI Tools that Need Review | 4 Final Thoughts

Important Tips about AI

  • Be transparent when you are using AI. Notify a project supervisor if you’ve used an AI tool to enhance or create a piece of media. (EX. For Wisconsin Life, contact segment and show producers.)

  • Human oversight is necessary.

  • AI cannot be used to misrepresent or falsify ideas.

  • It’s recommended to review AI-created media on a large screen or with high-quality speakers. (EX. View and/or listen in our edit bays and NOT on a laptop screen with computer speakers.)

Read our WPM statement for guidelines and best practices involving AI.

 

Workflow for using AI

  • Identify a use. Is AI necessary?

  • Pick a tool for your project.

  • Speak with a project supervisor before using the tool. Both of you can determine whether AI is necessary.

  • Use the tool for your project.

  • Review with your project supervisor.

 

AI Tools that Need Review

  • This application is used to clean and enhance imagery.

  • Topaz can create false information in an image, such as extra fingers, unusual facial details, extra eyes, hallucinate imagery or text.

  • There are several tools in Photoshop that can be used to enhance an image.

  • But these tools can easily adjust the reality of an image too. (EX. “Generative Expand” and “Fill” can produce portions of an image that are not really there. “Generate Image” can produce photo-realistic imagery with hallucinated details like extra fingers, etc.)

  • Both Gemini and CoPilot can be used to draft emails, enhance writing, check for grammar, research information, and create text-based still imagery.

  • Both applications can hallucinate facts and create incorrect information. Imagery can include unusual details like extra fingers, missing eyes on a face, etc.

  • With some basic keywords, Firefly can generate photo-realistic imagery using the web application or in Photoshop.

  • Currently, users can create still imagery, but in the future, AI generative video will be accessible to Adobe users.

  • Firefly can hallucinate information, giving people extra fingers, unusual facial details, etc.

  • Whether in the web app, or within Adobe Premiere, Enhance does an impressive job of cleaning background noise from audio.

  • However, with extreme cases of background noise, Enhance has hallucinated incorrect words. (EX. Person says, “ecology” but Enhance produces the word, “etology” instead.)

  • The Content-Aware Fill is a handy tool for cleaning an image or removing distracting objects.

  • The tool typically samples a region around the desired area, sometimes producing wonky effects or hallucinating visual details.

  • Currently, we use Premiere for Speech-to-Text captions when editing digital shorts. Premiere’s captions help save time for editors, so they don’t have to individually type and time each caption clip.

  • This feature can provide incorrect words, grammar and timing.

  • Currently in beta, Premiere has “Generative Extend”, which creates AI-generated video by extending a clip up to 2 seconds. This can help cover an area in your sequence if your video clip runs out of media, but it also is creating a moment that is not truly there. There’s also the possibility of hallucinations and creating false imagery with the extension.

 

One note for Wisconsin Life production staff - if AI is used in a project, be sure to make note of this in Airtable. If there are questions about projects and whether AI was used, this will help for transparency and reviewing purposes.

Final Thoughts

We will update this list as more tools and applications become available. We want to empower users to consider using AI for some of their projects, but we also want to stress the importance of human oversight, accuracy and transparency.