The ability of artificial intelligence models to automate work that could once only be done by humans is as concerning as it is astounding. As impressive as it is, there are well-grounded fears over the disruptive potential of AI, as the technology has become so sophisticated with the emergence of AI agents, that not only can it perform various tasks—it can also execute them without anyone controlling it.
Naturally, it doesn't take a genius to imagine that if we can get AI to do our work for us, why would we need to employ a human and pay them a salary? Some experts say AI could ultimately eliminate millions of jobs globally, causing massive social and economic upheaval in the world. But others believe the technology can also benefit workers, providing them with the tools they need to get much more done in a shorter space of time, dramatically boosting productivity and even creative output.
There's a strong argument that humans and AI can, in fact, coexist and collaborate, with each leveraging their own strengths to achieve more.
One of the biggest proponents of this hybrid model is a startup called Lightricks, which claims to be reshaping the way businesses generate visual assets by integrating advanced generative AI capabilities into professional workflows. In doing so, it promises to accelerate human creativity in the realm of content creation.
Lightricks, the creator of popular smartphone-based photo and video editing apps like Facetune, Photoleap, and Videoleap, turned its attention to more professional content creation last year with the launch of its generative AI-powered video platform LTX Studio, the company's first-ever desktop-first app. It bundles powerful video and image generation models with a copilot-style experience to help anyone fulfil their creative potential with the help of AI.
LTX Studio allows users to select the AI model of their choice for a given use case, including Black Forest Labs' Flux and Google's Veo 3, in addition to Lightricks' own LTXV-13B model, which the company has released under an open-source license in order to spur innovation across the ecosystem.
AI as a True Collaborative Partner
According to Zeev Farbman, chief executive officer of Lightricks, the main benefit of AI will be its ability to act as a collaborative partner for human professionals, helping to complement, expand, and amplify their creativity. "We see AI not as a replacement for human creativity, but as a catalyst for it," he said via an email interview.
LTX Studio blends Lightricks' years of experience in building powerful editing tools with comprehensive natural language understanding, so that users can outline their vision and dictate every aspect of the video-creation process, without the need to code, find actors, or studio props. It's a compelling, real-world example of how AI can simultaneously augment and supercharge human creativity, bringing ideas to life at unprecedented speeds and scale.
"The magic happens when AI becomes your co-creator—helping you build on ideas in ways you might never have imagined alone," Farbman said. "It starts at the very beginning, at the spark of ideation. You share a vision, a rough storyline, maybe some characters—and the AI brings it to life as a rich visual concept."
Once the basic idea is there, users move to the storyboard, where they can draft the narrative and dialogue they want to appear in their video, and the AI will integrate this. Next is the scene planning stage, where the copilot will generate whatever kind of environment the creator desires to create. Because everything is AI-generated, filmmakers aren't limited by budget constraints or the physical locations they can get to—the only thing holding them back is their imagination.
"For example, LTX Studio lets creators shape an entire universe just by describing it," said Farbman. "You can shift the scenery, change the lighting or environment, rewrite the narrative, even fine-tune the appearance of every character. The process is fluid and intuitive—just talk to the AI, iterate in real time, and refine your vision until it feels right."
One of the most impressive things about LTX Studio is the depth of detail available to creators, which can actually surpass what's possible in real-world studios. It's similar to how a filmmaker might discuss the finer points of a scene with their assistant on stage. They simply tell it to remove or move a certain prop, alter the eye color, or even adjust the way an actress's hair is blowing in the wind. Then they can tell it to adjust the camera angle or refine any other aspect of their video.
"What we're building isn't just a tool—it's a creative partner that empowers anyone to bring their inner world to life," Farmban explained. "We believe the future of content creation isn't about mastering complex software. It's about breaking down the technical barriers so that people can focus entirely on imagination, storytelling, and expression."
Overcoming Roadblocks with Quality Training Data
It doesn't take long for anyone who sits and plays with Lightricks platform to understand quickly the possibilities of human-AI collaboration, but simply enabling this isn't enough. The quality of AI-generated content has to be compelling, and more importantly, it must also be safe to use.
Many have lamented that AI video tools don't create content that appears realistic enough, especially when it comes to AI-generated human characters, which is something large language models are known to struggle with. There's also the risk of legal troubles, because it's often difficult to determine where AI models are getting their data from. For instance, AI-powered music generators such as Suno and Uncharted Labs' Udio were recently slapped with lawsuits by the Recording Industry Association of America for generating tracks that sound eerily similar to the copyrighted music of well-known artists.
Through its licensing deals with companies like Getty Images and Shutterstock, Lightricks has been able to train its powerful LTXV-13B video model on a highly curated and handpicked set of slick, professional videos. This means its outputs are not only a cut above what models trained on lower-quality videos from sources like YouTube can come up with, but also far safer to use from a legal perspective. To secure access to Getty's and Shutterstock's data, Lightricks came up with a novel "research license."
"This collaboration not only enhances our ability to train AI models with premium, diverse video data, but also elevates the quality and relevance of our generative video tools for our growing community of professional creators and enterprises," Farbman said in a statement in December, when the Shutterstock partnership was announced.
A Catalyst for Artistic Expression
Looking forward, Farbman sees a future where human and AI collaboration will become more personalized and consequently even more effective.
The more a person uses tools like LTX Studio, the more familiar their AI collaborators will become. For instance, AI may soon be able to analyze someone's earlier work and get a taste for their unique preferences and styles, and by doing this, it will be able to come up with suggestions that are better aligned with their creative style.
This kind of personalized assistance will make the creative process much more intuitive, with human creators being guided and inspired by AI as they iterate on their visions.
"I don't see AI as a threat to human creativity or ingenuity, but as something people will learn to embrace to fulfill their creative potential," Farbman shared via email. "When we collaborate with AI, we can bring our ideas to life much faster, in a more compelling way, and evolve them by exploring new avenues for artistic expression."
