More Than Just a New Tool in the Toolkit: VFX Executives Take Stock of AI’s Impact
This article originally appeared on The Howler, 29 June, 2026.
The Howler turned to an all-star panel of VFX experts to inquire about the impact AI is having on one of the most technologically complex portions of the advertising content creation pipeline. From its earliest days of optical compositing to the development of newer and faster tools for sophisticated CG animation and effects, the VFX and finishing sides of the business has always been the unsung heroes, pulling together the creatives’ vision and the director’s contribution into often breathtaking final products that beg the question, ‘How the hell did they do that?’
Angus Kneale, Preymaker’s Chief Creative, is an acknowledged pioneer in the VFX world. His work has garnered recognition from Cannes Lions, D&AD, The One Show, AICP, Adweek, VES and more. An evangelist on the power of creativity, technology and culture, appearing on stage at AICP, The One Show, Digital Hollywood, Siggraph, Advertising Week in New York, NAB, FITC and more. Among its many credits, Preymaker is a leader in leveraging the latest in AI to accelerate and elevate creative ideas, positioning itself at the intersection of live action, visual effects and machine learning. Prior to launch in 2020, Kneale co-founded The Mill NY, where he held the position of Chief Creative Officer.
"We’re integrating AI into nearly every part of our process. We’re mostly using it for look development, as well as using it extensively for concepting, like a sketch pad for creative ideas. We use it to accelerate our process. It’s always used as a component that’s integrated and blended into our traditional workflow."