How POD LDN turned a production problem into an AI subscription product

The promo production problem

Promo production for broadcasters and streaming platforms is very labour heavy. For a single show, a team might produce dozens of versions, each rebuilt for different audiences, channels, slots and schedules. The majority of the work goes on logging shots, searching archives, checking compliance rules and rebuilding versions from scratch.

Adrienn and Attilla knew this from the inside. POD LDN had been building automation tools for clients for years. When AI came into the picture, the opportunity was specific: build a tool that understood promo production well enough to handle the operational layer, and free up the editors time for more creative judgement and ideation.

What PromoTool actually does

PromoTool works inside the editor's existing NLE – Premiere, Avid or DaVinci Resolve – so there's no new software to learn. When a project is loaded, the system breaks the footage down into shots and indexes them by more than 100 attributes: camera movements, characters, framing, dialogue, lighting. Editors can search visually or by spoken dialogue, see relevance scores, and scrub through clips before adding them to the timeline.

From there, the Auto Cut feature takes a creative brief and generates a sequenced first draft directly on the timeline. More than 200 promo format templates give editors a starting point, and the system can be trained on a broadcaster's existing archive to learn their editorial style. Versioning runs automatically, pulling times, titles and channel graphics from the broadcast schedule. Compliance checks pull rules directly from the relevant regulatory source.

For smaller channels without an in-house editor, a second module generates three complete versions automatically. The team picks the one they want, with no editing software required.

What this mean for the business

PromoTool is a subscription-based platform, which represents a significant shift for a post-production studio. Rather than charging project fees for individual deliverables, POD LDN now licenses the tool directly to broadcasters and streaming platforms.

About the speakers

Adrienn Mayor, Founder, POD LDN Adrienn founded POD LDN in 2020. POD is a London-based post-production studio working with broadcasters and streaming platforms. The company has been integrating AI into its workflows since 2022, starting with image generation and expanding into a broader automation practice.

Attila Kristoff, Production Director, Umbrella Attila is a production director at Umbrella, POD LDN's sister company and a full-service production company based in Budapest. He learned to produce promos at HBO and has since built promo teams across Moscow, Europe and Africa. PromoTool is the result of bringing that production expertise together with Umbrella's in-house development capability.