Brandon Baum: Rotoscoping roles “most vulnerable” as AI reshapes creative work

Rotoscoping and other time-intensive post-production tasks will likely be among the first creative roles disrupted by artificial intelligence, according to VFX creator Brandon Baum.

Speaking at Adobe Creator Live London*, Baum pointed to tools that can automatically isolate subjects or generate visual references, reducing the need for manual editing.

The shift is already visible at the platform level. Apple this week acquired video editing company MotionVFX, according to a company announcement.

Baum argued that the core of creative work will remain unchanged, with storytelling and “taste” becoming more important as production becomes easier.

“The goal isn’t to use new tools for the sake of it,” he said. “It’s to tell better stories.”

UK-based Baum, a VFX creator with more than 20 million followers across platforms, is best known for producing cinematic, visual effects-led content for social media.

His comments come as many creators expect AI to reshape their work, but few are actively investing in it. Research from The Influencer Marketing Factory found fewer than 10% plan to develop skills in AI tools or automation.

Baum suggested the “sweet spot” for creators will sit between traditional production and emerging AI capabilities, rather than fully replacing one with the other.

He added that creators should “stay curious” and develop a baseline understanding of AI systems.

“If you can make people laugh or cry, it doesn’t matter how the content is made,” he said, adding that audiences engage when they feel connected to characters and story.

*Adobe Creator Live London, 17 March 2026, London.

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