Team / Generative AI
AI is not going to shoot your campaign. It can take away the blank brief, the tagging of your footage and the fifteen variants of one piece.
KAMI AI included in the plan, with no separate AI subscription.
Updated: September 2026
This page explains where AI helps in a video production flow today, without overstating it. In Play there are two real uses: KAMI AI, which structures briefs, organises projects and tags material automatically; and hybrid AI production in post, which is for scaling variants of a piece that is already edited. What there is not is video generated from a text prompt, and this page is not going to promise it. AI is not a business line at Play: it is a layer inside the flow.
Four repetitive tasks that take hours and that nobody misses once they stop being done by hand.
Every project starts with somebody staring at an empty document trying to remember which fields were needed. Half the schedule slippage is born in an incomplete brief.
KAMI AI turns a loose request into a structured brief with formats, markets and dates.
Nobody does it, which is why nobody finds anything six months later. Something that already existed on a drive gets filmed again.
Automatic video tagging, to search by what it shows rather than by the file name.
Durations, languages, vertical formats and per-channel cuts. It is mechanical work and it eats most of the post-production budget.
Hybrid AI production to scale variants from the same edit.
Once twenty pieces and ten collaborators are involved, keeping order becomes a job in itself that nobody has been assigned.
KAMI AI organises the project and proposes the next steps.
Play is a Production-Tech company: software and a production team in the same house. AI is a layer inside that flow, not a separate product and not an extra subscription.
You use KAMI AI inside your own flow: a structured brief, an organised project and tagged material, included in the plan.
Free on the LITE plan
See Play PlatformYou commission the production and we apply hybrid AI production where it genuinely saves, above all when scaling variants.
Per project, on a transparent rate card
See PLAY /ServicesThe platform organises and our team produces, with AI doing the mechanical part on both halves.
Platform included, production per project
Talk to the teamThe three ways are doors into the same place, and you can move between them without migrating anything. Most teams start at way 1 or way 2 and end up at way 3 once the content volume grows.
It is worth being specific, because a great deal gets promised in this area. This table also says what Play does not do.
| Use | What it brings | What Play does |
|---|---|---|
| Structuring a brief | Turns a vague request into a document with the fields that matter. | KAMI AI, included in the plan. |
| Tagging and searching material | Makes the archive findable without depending on what it was named. | Automatic video tagging from the PRO plan. |
| Organising the project | Orders tasks and proposes next steps as the project grows. | KAMI AI, included in the plan. |
| Scaling variants of a piece | Durations, languages and formats from the same edit. | Hybrid AI production in PLAY /Services. |
| Generating video from a text prompt | Often promised, still useful in few real cases. | We do not do it. If that is what you are after, this is not the tool. |
| Replacing creative direction | The idea, the judgement and the relationship with the brand stay human. | We do not do it, and it is not on the roadmap. |
What exists today, with no promises about what might.
The production assistant: it structures briefs, organises material and automates the repetitive parts. Included in the plan, with no separate AI subscription.
From the PRO plan. The material becomes searchable by what it shows, which is what lets you reuse rather than reshoot.
Objective, formats, markets and dates settled before starting, which is where half the slippage is born.
Once many pieces and many collaborators are involved, order stops depending on somebody maintaining it by hand.
There is no separate per-user AI plan. What exists is inside the workspace price.
The material is hosted on EU servers, encrypted in transit and at rest, with the GDPR and a signed DPA.
Applied where it genuinely saves: scaling variants of a piece already edited, across languages, durations and per-channel formats.
Creative direction, the script and the relationship with the brand are not automated, and we do not pretend otherwise.
PLAY Talent includes specialist profiles, within a network of more than 1,200 vetted professionals.
If AI makes part of the process cheaper, it shows in the quote rather than staying as margin.
The flow is the same whether you produce or we do. The only thing that changes is who carries out step 3.
You open the project and describe the need. KAMI AI helps turn it into a structured brief, with formats, markets and dates, so that everyone is working from the same thing.
This is where you pick a way: your team produces it, your agency does, or PLAY /Services does with local talent. If you commission it from us, you get a fixed quote on a transparent rate card before anything starts.
Shoot, edit and versions in the same project. Approvals happen through videofeedback and public links, with no email chains. If PLAY produces, your Account Manager oversees every stage.
The finished piece and the raw footage stay in your library, tagged and ready to reuse on the next campaign.
Recurring shoots across multiple European markets under one coordination system: Barcelona, Rotterdam, Manchester, Oslo, Warsaw, Dublin, Madrid, Istanbul, Lyon and Stockholm, among others.
A centralised system for creating content quickly and consistently across multiple formats, channels and locations in Spain, with a single point of contact adapting each message to its audience and platform.
The full case studies, with the detail of each production, are on the services page. Download the full case studies.
There is no separate AI plan. KAMI AI is included in the plan, and automatic video tagging arrives with PRO.
0 €
149 €/month /workspace
Custom
Access to Play Platform is included at no cost with every PLAY video production service. In other words: you can come in through the platform door and pay only for the software, or come in through the production door and take the software with it.
Annual billing works out at 10 months. Extra storage at 29 €/TB per month. The practical difference between LITE and PRO in this area is the automatic video tagging, which is the AI feature that gives back the most time, because it turns the archive into something searchable. See the full plan comparison.
No. It is the sector's most repeated promise and today it works in few real professional production cases. What Play does with AI is structure briefs, organise projects, tag material and scale variants of a piece that is already edited.
Play's production assistant: it turns a request into a structured brief, organises the project, orders the material and automates the repetitive parts. Included in the plan, with no additional AI subscription.
No. Unlike other tools on the market, which sell AI as an additional per-user plan, at Play what exists is inside the workspace price.
Applying AI in post-production where it genuinely saves: producing languages, durations and per-channel formats from the same edit. It does not replace the edit, it multiplies what is already edited.
No, and it is not on the roadmap. The idea, the judgement and the relationship with the brand remain human work. AI takes the mechanical part of the process.
The material is hosted on EU servers, encrypted in transit with TLS 1.2 or higher and at rest with AES-256, with role-based permissions, an activity log, the GDPR and a signed DPA.
Open a free LITE workspace and use KAMI AI to build the next project's brief. It is the feature you notice first, because it attacks the blank document.
The assistant that structures briefs, organises projects and tags material
Where hybrid AI production genuinely saves
The comparison with a tool that does sell AI as a separate plan
What AI does not do, and who still does it
Get started
Open your workspace free and build the next project's brief with KAMI AI. It is the feature you notice first, because it attacks the blank document.
No card required. Unlimited external collaborators on the free plan, and the platform included with every production service.