Over the past two to three years, AI has made its way into the world of treatments — not just in imagery, but in writing too. While AI-generated visuals are usually easy to spot, text is a different story. When a director or treatment writer knows how to use the tool well — and takes the time to rewrite, edit, and shape the voice — the result can often go completely unnoticed.

From experience, I’ve seen both ends of the spectrum. Some treatments have been bashed for looking too artificial — with overly polished AI-generated imagery and generic, soulless text. Others, on the flip side, have won the bid with AI clearly shining through, used in a way that felt fresh, smart, and intentional. Like it or not, the technology is here to stay — so the real question isn’t whether to use it, but how to make it work in your favour.

Here’s a breakdown of when AI can actually help, when to avoid it, and how to use it well — so it supports the pitch instead of weakening it.

When the Script Leans into Surreal or Futuristic Worlds

One of the strongest use cases for AI-generated imagery in treatments is when the creative concept is surreal, absurd, or set in a futuristic universe. A few years ago, I worked on a treatment for a Pepsi Black spot that was packed with deliberately nonsensical imagery: a cowboy on the moon, a Pepsi can flying through space like a rocket — you get the idea. Pre-AI, we would’ve tried to solve that visual puzzle by pulling images from completely different worlds and placing them side by side on the layout, hoping the viewer could connect the dots. The odds of finding literal reference images for scenes like that were practically zero.

With AI, you’re no longer limited by what exists. You can generate imagery that matches the script beat for beat, blending elements from wildly different genres in a way that’s cohesive and clear. Instead of forcing together fragments of a concept, you’re presenting a more unified visual world — one that reflects the tone of the script more directly. It’s not about perfection; it’s about precision.

When You Want to Illustrate the Narrative Like a Storyboard

Another great moment to bring in AI is when a treatment is structured like a shooting board — walking the reader through the story frame by frame. Some directors prefer this approach, especially when the concept is narrative-heavy or requires technical execution. In these cases, using AI to sketch out key scenes gives the agency and production team a clear idea of what the film will feel like.

These visuals work best when supplemented by real film frames or photography that anchor the cinematographic tone — helping the reader understand not just what will happen, but how it will look and feel.

The AI-generated stills act as placeholders for imagination, while the real-world references provide texture and credibility. This hybrid strategy works particularly well in high-stakes pitches, where you want the treatment to feel detailed and intentional, without losing emotional or visual integrity.

When the Film Doesn’t Rely on a Human, Emotion-Led Narrative

Not every film is driven by acting or emotional performances. Some scripts — like Cisco’s recent campaigns, for example — speak about human connection and innovation, but do so through abstract visuals, motion graphics, or edited stock imagery. The emotion comes from how it’s put together: the pacing, the music, the energy. It’s not about close-ups or casting. It’s about the feeling.

In these cases, leaning into AI-generated visuals can be a smart move — especially if the script calls for stylised or symbolic scenes that don’t require realism. You’re not trying to replicate emotional performances or subtle cinematography. You’re crafting a mood through form, light, shape, and movement.

If the concept isn’t rooted in a photographic or human-led narrative, you’re free to explore more graphic or conceptual visual references, and AI can give you an entire language to do that.

When Writing Needs a Boost — Which Is Pretty Much Always

So far, we’ve focused on the visual side of things — but truthfully, where AI has proven to be most consistently helpful is in writing.

Many directors are naturally more visual thinkers, and writing isn’t always their preferred medium. It’s not about ability — it’s about creative instinct. While some people translate their vision through images, others feel stuck the moment they have to explain it in words. That’s where AI can really bridge the gap.

In that sense, I’ve seen AI become an unexpected translator — giving voice to directors who struggled to put their ideas into words. Treatment writers (myself included) are an asset, of course, but there’s something powerful that happens in the privacy of a director chatting to a bot. No pressure, no self-editing, just a flow of ideas that AI helps shape and mirror back. For many, it’s the first time they’ve felt their own vision clearly articulated in text. That’s not just helpful — it’s a game-changer.

When You Need to Transcribe Voice Notes or Calls

If you’ve ever had to write a full treatment based on one voice note, five WhatsApp messages, and a chaotic 40-minute call — you already know the value of transcription.

Whether it’s a recorded agency briefing or a detailed call with the director, feeding that audio into AI for transcription can save you hours.

It’s not just about getting a word-for-word record; it’s about pulling insights, building structure, and making sure nothing critical gets lost in translation.

Once the content is transcribed, you can highlight, reorganise, and refine — turning messy input into clean direction. You can use it to shape the arc of the treatment, tag key references, or even create a scene-by-scene breakdown. It’s one of the simplest, most powerful AI tricks in the process, and yet still criminally underused. If you’re not doing this already, you’re leaving a lot of clarity on the table.

When You Need Help Brainstorming  — and Getting Ideas

And finally — though definitely not least — AI can be a surprisingly powerful brainstorming partner. One of the most common reasons a treatment falls flat isn’t visuals or layout, but narrative. Sometimes the director just didn’t bring enough to the table. Creative teams are always looking for meaningful attributions to the script they’ve already written — a fresh layer of storytelling, a subtle twist, a unique point of view. But breaking down a narrative takes time, and sometimes directors run out of it — or just run out of ideas.

AI has quietly raised the bar here. Prompting a few ideas into a chat and getting a dozen directions back can help open up angles the director hadn’t considered.

It gives them something to push against — a spark, a starting point — that often leads to better scene ideas, more personal touches, and stronger involvement with the material. It doesn’t write the story for you, but it can help you get unstuck just enough to make the difference between a generic pitch and a winning one.

What Next?

If this resonates with you, I’ll be sharing more deep dives into the craft of treatment design. Let me know if there’s a topic you’d like me to explore next.

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