# FAQ ## What hasn't AI changed? > **Summary:** AI hasn't removed the need for strategy, a compelling concept, writing, storytelling, performance, craft and creative judgment. The need for a good idea. A commercial still needs strategy, a compelling concept, writing, storytelling, performance, art direction, editing, sound and creative judgment. AI can expand what you're able to put on screen. It can't make a weak underlying idea worth watching. If anything, when everybody has access to extraordinary production tools, knowing what deserves to be made becomes more important. --- **Sources:** - [HUb AI Video work](https://hubsanfrancisco.com/work/ai-video/) - [About HUb](https://hubsanfrancisco.com/about)