Abstract: This study investigates the integration of generative artificial intelligence (AI) into video production and editing workflows using the Technology Acceptance Model (TAM) as the theoretical framework. Given the creative industry's substantial economic contribution globally and in the Philippines, the research focuses on how video professionals perceive the usefulness and ease of use of AI tools such as Adobe Premiere Pro, After Effects and OpenAI's Sora. A purposive sample of 60 professionals, including editors, motion graphics artists and content creators, was surveyed to assess behavioral intention, user attitude and the influence of external factors on AI adoption. Findings indicate a generally positive attitude toward AI, with many respondents highlighting increased efficiency and automation of repetitive tasks. However, the study also identifies key barriers such as skill gaps, tool complexity and limited training opportunities, emphasizing the need for competency-based training and institutional support. Correlation and word cloud analysis reinforce the importance of enhancing education quality and multimedia learning to support effective adoption. The results confirm TAM's applicability in this context and suggest that with improved accessibility, policy alignment and targeted capacity building, generative AI can significantly enhance creative workflows while supporting the development of employability skills in the digital content sector.