The one thing Generative AI CAN'T do.

With generative AI’s ability exploding, and taking over parts of the video industry, it has commercial production companies wondering what their future looks like. Will AI take over the industry in the next five years, leaving us bankrupt? That will happen for some people, but not for us: I’m the founder of Homer Cinema, a video production company, and we know the one thing AI CAN’T do. 

To understand, let’s step out of the immediate commercial production world, and take a look at Hollywood. The closest thing to AI, in terms of video that was not physically captured would be CGI. The use of CGI in films has rapidly increased over the past 20 years, and now huge parts of films are almost completely computer generated. For all the crazy effects that can be produced, CGI hasn’t resulted in a good ROI for Hollywood. Box office sales have been decreasing every year, and in Q1 of 2025, sales are down 50% YoY, according to the Los Angeles Times. CGI isn’t the only reason for this, but is a large factor.

In stark contrast to Hollywood, the documentary industry is expected to double in size to over $21 Billion in the next 7 years. This goes to show that in a world where Americans feel surrounded by fake ideas, fake trends, and fake videos, there is a huge desire for real, authentic, human stories told through video. The looming threat of AI generated content has only enhanced this feeling in American culture. 

The Homer Cinema Production team on set

Let’s take these insights, and apply them to commercial production: on a human, physiological level, people want down to earth, authentic, and relatable content. Think about this: when was the last time - whether on social media or TV - that you saw a good commercial that didn’t scream low paid actor or cringy influencer? If you did see one recently, you probably bought the product. 

This is why we focus on documentary style commercials for our clients. Psychologically, the type of video that will create the deepest trust, emotional connection, and click through rate with the viewer is one that tells a true, human story: documentary style commercials. This can be applied to any industry. Since the main industries we focus on are manufacturing, humanitarian, and financial services, I’ll give examples in those.

For a manufacturer, don’t create a generic ad where a few people in the company talk about how good their product is. In 2025, people are wired to not trust someone online talking about themselves so pointedly. Instead, at Homer Cinema we would find a job site that was using this manufacturer’s product, and film a polished commercial telling the story of the product being used at the job, the different steps of working with it, the workers experiences, the start to finish of the project, ect. We would still include some interviews and scripted segments, but when they are framed inside of a true story, they don’t come off as salesy. 

Similarly with, say, a bank, instead of a basic ad, tell the story of someone using the bank. For example we could follow a local farmer. After a day in the field, he could visit the bank. The viewer would see the potential financial pressure of farming, but how working with Acme Bank took all the stress out of it. At Homer Cinema, our aim is to not only tell the story of a brand but to connect emotionally with viewers in a way that inspires them to act.

THIS is the one thing AI can’t do: tell real stories. Only when the commercials were filmed in real life can the viewer have a deep emotional connection with a presentation of a real human experience.

If you are looking for promotional or marketing content for your business, contact us at info@homercinema.com, or book a 15 minute call with our director here.

What sets Homer Cinema LLC apart from the competition is its unique approach to video production. Each project begins with a comprehensive consultation, ensuring the company fully understands its client's vision, values, and goals. From there, a detailed strategy is developed, one that combines creative cinematic techniques with a deep understanding of the brand’s core message.

Every story we tell is different. We spend time immersing ourselves in the client's world, understanding their challenges, and identifying what makes them unique. Only then do we start finding or crafting a narrative that feels natural, authentic, and impactful.