He wanted better music for his videos. A decade after co-founding Artlist, Ira Belsky is still chasing the distance between the film in his head and the one he can actually make.

He helped turn a music-licensing problem into Artlist. Now Itzik Elbaz is betting that AI video needs more room for human decisions - even as it forces him to remake his own company.

Artlist’s CMO came up through economics, finance and user acquisition. Now he is making a more artistic wager: when machines produce endless options, human judgment becomes the scarce thing.