Revolutionizing Roll Video Production with AI

The demand for video content has exploded. But traditional video production hasn’t kept up. It’s still slow, expensive, and technical, especially if you’re working with multi-camera setups, remote teams, or live events.

At Roll.ai, we set out to make professional-quality video production something anyone could do with just a few phones and the power of AI.

The problem was obvious: video editing takes forever and is expensive. Syncing footage, picking camera angles, trimming silences, adding graphics, it all adds up. And for teams trying to produce at scale, those hours turn into weeks.

Roll.ai had the vision. My job as Product Designer was to help make that vision usable, scalable, and human. That started with understanding how editors worked, where they got stuck, and how we could design something that felt less like software and more like magic.

Before we touched a pixel, I went deep into the world of video editors.

• We interviewed editors and producers to understand their workflows and hear where they lost the most time.

• I edited videos myself, sitting in the chair and feeling the pain firsthand frame-by-frame syncing, audio drift, repetitive trimming, catching deadlines.

• We mapped the full pipeline and visualized every step from recording to publishing.

• We scanned the landscape of AI tools to see what existed and where we could push further.

Everything pointed to the same insight: editing was full of wasted effort. There was huge room for AI to help but only if the design made it approachable.

Once we had the map, we circled the pain points:

• Manual syncing of multi-camera footage

• Tedious rough cuts and angle selection

• Ignored metadata like transcripts and speaker IDs

• Repetitive graphics and packaging tasks

• No centralized place to review and collaborate

These weren’t just friction points, they were the reasons editors burned out and projects got delayed.

Our goal wasn’t to replace editors. It was to give them a massive head start.

So we built a new kind of editing pipeline:

• Phones-as-cameras: Use any phone as a synced, multi-cam recording device

• AI syncing and rough cuts: No more manual alignment or guessing the best shots

• Transcript-aware editing: Use AI to understand what was said and by who

• Intelligent angle selection: AI suggests the best shot, editors fine-tune

• Auto-applied branding: Lower thirds, intros, and outros handled automatically

• Web-based editor: A seamless, online space to review, adjust, and export

We prototyped everything. We tested it with real footage, under real conditions. Every design was refined through feedback, friction, and iteration.

I worked closely with our developers and AI engineers to turn this vision into something people could use in the wild. I also helped integrate tools like:

• Stable Diffusion and custom AI models (for inpainting and bokeh effects)

• Audio waveform matching (to solve the age-old problem of audio/video sync)

• Built-in graphics and Motion Design to allow brand specific packaging

• Color Grading, Stablization, flicker Reduction, etc to improve production quality.

One of my favorite challenges was designing the audio-video alignment tool giving users both a quick AI solution and the ability to manually tweak waveforms to perfection. It’s the kind of problem you don’t appreciate until you’re in the middle of a chaotic 5-cam shoot.

The impact was dramatic:

• 95% Faster Video Production: The numbers spoke for themselves. 90 hours slashed to just 35 minutes. The pipeline bottleneck? Obliterated.

• 140x Pipeline Speed Increase: Video workflows accelerated by 140 times. Days turned into minutes. Agility redefined.

• AI-Powered Multi-Cam Magic: Multi-cam editing, once a nightmare, became streamlined, efficient, almost… enjoyable.

• Landmark Deals: The ultimate validation. A number of major clients, impressed by our speed, entrusted us with their events like Google Next, Brand Innovators at Cannes Lion 2025, Tech Week New York to name a few. Business impact, proven.

• Democratized Video Power: We didn't just make video faster; we made it accessible. Professional-level video production, now in everyone's hands.

But more than metrics, we made professional video creation feel accessible. People who never edited before could now produce something they were proud of.

Roll.ai didn’t just build another video tool. It redefined what’s possible with AI and thoughtful design.

We didn’t hide the complexity we designed around it. We didn’t try to replace people we amplified them. And we didn’t rush to add features we built a system that let users go from raw footage to polished video without ever opening Final Cut or Premiere.

That’s the power of good design paired with the right technology. It doesn’t just speed things up it opens the door for more people to create.