𝗠𝗢𝗧𝗜𝗢𝗡 𝗗𝗘𝗦𝗜𝗚𝗡𝗘𝗥𝗦 𝗔𝗥𝗘 𝗟𝗘𝗙𝗧 𝗜𝗡 𝗧𝗛𝗘 𝗖𝗢𝗟𝗗

𝗟𝗲𝘁'𝘀 𝗲𝘅𝗽𝗹𝗼𝗿𝗲 𝘄𝗵𝘆 𝗶𝘁 𝗳𝗲𝗲𝗹𝘀 𝗹𝗶𝗸𝗲 𝗺𝗼𝘁𝗶𝗼𝗻 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀 𝗮𝗿𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗼𝗹𝗱 𝘀𝗵𝗼𝘂𝗹𝗱𝗲𝗿 𝗳𝗿𝗼𝗺 𝗴𝗲𝗻-𝗔𝗜 𝗰𝗼𝗺𝗽𝗮𝗿𝗲𝗱 𝘁𝗼 𝗼𝘁𝗵𝗲𝗿 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗽𝗿𝗮𝗰𝘁𝗶𝘁𝗶𝗼𝗻𝗲𝗿𝘀

Another week, another "motion graphics is dead" post. Let's talk about why these hot takes miss the mark.

𝗧𝗵𝗲 𝘂𝗺𝗯𝗿𝗲𝗹𝗹𝗮 𝗽𝗿𝗼𝗯𝗹𝗲𝗺

Motion graphics isn't a single discipline—it's an umbrella term covering 2D animation, 3D CGI, compositing, character animation, kinetic typography, 2.5D, infographics, UI animation, VFX, broadcast design, and more.

When someone announces a tool that "makes motion graphics obsolete," they're usually solving one narrow slice. A tool generating floating UI elements doesn't replace someone art directing a 90-second explainer from concept to delivery.

𝗔𝗳𝘁𝗲𝗿 𝗘𝗳𝗳𝗲𝗰𝘁𝘀: 𝘁𝗵𝗲 𝗰𝗮𝗻𝗮𝗿𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗮𝗹 𝗺𝗶𝗻𝗲

After Effects sits at the intersection of Premiere, Illustrator, Photoshop, and Cinema 4D—yet consistently gets AI features last.

𝗪𝗵𝗮𝘁 𝗼𝘁𝗵𝗲𝗿 𝗮𝗽𝗽𝘀 𝗴𝗼𝘁:

 • Premiere: AI Object Mask, video extend, music remix, Essential Sounds

 • Illustrator: Mockup, text-to-vector, generative recolor

 • Photoshop: Generative fill/expand, remove tool, neural filters

𝗪𝗵𝗮𝘁 𝗔𝗳𝘁𝗲𝗿 𝗘𝗳𝗳𝗲𝗰𝘁𝘀 𝗴𝗼𝘁:

 • Generative fill (limited)

 • Beta SVG import

 • GLTF import (clunky compared to C4D or Blender)

The disparity reveals where Adobe sees AI opportunity versus where complexity doesn't justify investment.

𝗪𝗵𝘆 𝗹𝗲𝗳𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗹𝗱

𝘐𝘵'𝘴 𝘩𝘢𝘳𝘥𝘦𝘳 𝘵𝘰 𝘭𝘦𝘷𝘦𝘭 𝘶𝘱

Text-to-video for a 5-second transition is straightforward. Maintaining temporal consistency, brand compliance, and intentional timing across 90 seconds with proper easing and audio sync? Exponentially harder.

Current gen-AI models struggle with basic temporal consistency. Ask them to maintain a character across 300 frames while following an easing curve you can art direct, and they fall apart.

𝗧𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗻𝗶𝗰𝗵𝗲

Most studios have several graphic designers to one motion designer. Smaller addressable market means less ROI for developers. They prioritize broader user bases.

Building AI for static images serves millions. Building for professional motion graphics serves a fraction of this number. The economics are brutal but clear.

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻𝘀

You're not being left behind because you're slow to adapt. The problem is genuinely harder and the market is smaller.

The "motion graphics is dead" posts come from people who've never had to deliver multiple aspect ratios, maintain brand consistency across 12 months, or hit a broadcast deadline with zero margin for error.

𝗧𝗼𝗺𝗼𝗿𝗿𝗼𝘄: "THE ICE IS CRACKING" 𝗪𝗵𝗮𝘁'𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮𝗿𝗿𝗶𝘃𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘁𝗶𝗼𝗻 𝗔𝗜 𝘁𝗼𝗼𝗹𝘀, 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗺𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝗼𝘂𝗿 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀.