AI and audiovisual production: how we work with it at MIG PRISMA

At MIG PRISMA, we understand artificial intelligence not as an end in itself, but as an enhanced capability in the service of creativity, agility, and real value for audiences.

In the debate surrounding artificial intelligence applied to content creation, two equally limiting extremes currently coexist.

On the one hand, the uncritical enthusiasm of those who see AI as an infinite factory of content, publications, and formats, without deep reflection on its usefulness, relevance, or real impact. A vision that confuses volume with value, speed with strategy, and presence with influence. It is the logic of automatic production as an end in itself: more content, more noise, more pressure on the algorithm. But not necessarily more connection, more trust, or more business.

On the other hand, a defensive, almost nostalgic, view persists, seeing the incorporation of AI as a threat to traditional production, craftsmanship, and creative talent. An understandable vision, but insufficient for the times we live in.

At MIG PRISMA, we don't see ourselves at either extreme. Artificial intelligence does not replace the judgement, sensitivity, or strategic capability of a multidisciplinary team. However, it can extraordinarily expand its reach, response speed, adaptability, and production power when integrated with method, vision, and a demand for quality.

This is the approach we're taking with AI in our audiovisual production company: as a layer of intelligence applied to creativity, content, and communication, always in service of a higher objective: to build content ecosystems that provide real value to the user and generate impact for brands.

From indiscriminate automation to value production

The relevant question is no longer whether an organisation can generate more content thanks to AI. The question is whether it can generate better content, more useful, more contextual, more adaptable and more coherent with the moment, the channel and the audience’s needs.

The difference is substantial. Producing for the sake of production merely accelerates saturation. In contrast, producing intelligently allows for the design of more dynamic, accurate, and user-reality-connected content systems. These systems can respond with agility to changes in context, market novelties, regulatory shifts, public discourse, or emerging information needs, all without compromising rigour, quality, or brand identity.

That is the frontier we believe in. It’s not about automating irrelevance, it’s about augmenting the ability of human talent to spot opportunities, interpret context, transform knowledge into useful content, and activate communication responses with far greater speed and precision.

How are we doing at MIG PRISMA

We are among the few independent Spanish agencies with our own AV production unit. It was a strategic gamble in 2012 and today we consider its contribution to our integrated vision of creativity, marketing, and communication to be more relevant than ever. In our audiovisual production company, we are integrating AI at various points in the creative and production process, always from a logic of expert supervision, validation, and strategic direction.

We use it to expand the capacity of our content, creative, PR, strategy, and audiovisual production teams. Not to eliminate judgement in work, but to multiply its effectiveness. Not to homogenise, but to make production more adaptable and scalable, whilst still requiring a human touch, narrative expertise, and a deep understanding of the client's business.

This allows us to work better on three levels at once:

1. Faster reaction to current events

When a legislative change, sectoral disruption, or corporate movement alters a brand's context, the window of relevance narrows. What might have previously required two days of coordination, complex agendas, or improvised solutions can today be activated in a matter of one or two hours with a well-designed process.

2. More customisation and multi-format adaptation

From a solid core of analysis and validation, we can adapt content to different channels, audiences, funnel stages, and specific needs without sacrificing consistency or quality.

3. Greater efficiency without degrading value

AI enables the reduction of operational friction, acceleration of iterations, and freeing up high-value time so that our teams can focus on what's important: focus, judgement, storytelling, relevance, and results.

A real case: agile, expert and personalised content for the Santalucía Group

A clear example of this way of working is what we are developing with Santalucía AM and the Santalucía Institute.

Within the framework of creating content for your communication ecosystem, we are combining customer expertise, contextual analysis, editorial production, and AI-powered audiovisual capabilities to generate personalised content pieces with near real-time responsiveness.

We're talking about content that can quickly interpret and translate key issues for its different audiences at different points in the funnel, such as legislative changes, corporate movements, market trends and analysis, summaries of brand or public relations activations…

What is relevant is not just speed. What is relevant is that this speed is at the service of utility. Based on the client's guidance and expert knowledge, our content and PR teams structure the analysis, validate the approach, and activate production that can rapidly evolve into multiple formats. In this process, the incorporation of virtual avatars of key stakeholders allows us to significantly reduce reliance on particularly complex schedules and maintain a high level of continuity, personalisation and presence.

This completely changes the equation. There are situations where, until recently, responding well meant arriving late or resigning oneself to a piece of low ambition. Today, thanks to the combination of traditional production, artificial intelligence, editorial judgement, and expert validation, we can articulate high-quality responses in much shorter timeframes, without this implying empty standardisation or a loss of authenticity.

Content Creation for Instituto Santalucía | MIG Prisma

Content creation for Santalucía Asset Management | MIG Prisma

“Integrate AI, don't just use AI

It will become less of a differentiator to “use AI”. What will truly be a differentiator is how it's used, what it's used for, and what work model it's integrated with. The organisations that gain an advantage won't be those that automate the most, but those that best combine technology, talent, process, and judgement. Those that understand that AI doesn't replace a vision, it accelerates it. It doesn't substitute a strategy, it makes it more operational. It doesn't create value on its own, it allows it to be scaled when there is a clear direction.

In audiovisual and branded content, this is particularly important. Because the challenge is not to produce more assets. It is about building experiences, narratives, and communication systems that are more relevant, timely, and valuable to each audience.

Our vision

In MIG PRISMA We believe in a mature adoption of artificial intelligence, ambitious, but also responsible, strategic and results-oriented.

We don't approach it from a fear of replacement. Nor from superficial fascination with automation. We approach it as a huge opportunity to broaden our teams' capabilities, evolve our methods of production and offer our clients content solutions that are more agile, more intelligent and more contextually connected.

Because the future of audiovisual production will be neither solely human nor solely automated. It will be, for those who know how to make it more human through better use of intelligence.