Sean Paul uses AI as a ‘fun tool’ in ‘Ginger’ video
Published:Thursday | September 4, 2025 | 12:26 AMNatasha Williams/ Gleaner Writer
Internationally acclaimed reggae/dancehall megastar Sean Paul said his fresh approach using the AI tool for his recent video Ginger was a desire he had envisioned from his hit collaboration with dancehall artiste Mr Vegas on the track Hot gal (She La La La La La La Boom Boom Che Le).
“I just wanted something different. The song speaks about the girl being different and I wanted to reflect that in how I make [the] video. I have a career for over 20 years now and it is the same type of videos which I love, but sometimes I want to expand and do different things, but we have no budget for it,” Sean Paul explained to The Gleaner.
“For example, the first video I did featuring Mr Vegas on dirt bikes kinda competing and trying to win the first place for a girl, in that video, the concept we had was that we want to jump out planes and be the first one to land where the girl is. We wanted to do jet skis and parachute down, racecars etc, and show that competition a gwaan … but we didn’t have the budget and that’s a major part of it for me,” he shared.
The musical creative also noted that “regular videos don’t make as much impact as before, so I started to get people talking by using AI, and it also gives the song extra life.”
The entertainer said testing his skills as a creative director was never challenging, as meetings with the director and AI team turned production into a “fun, musical party of iconic movies”.
“Honestly, it was way easier than me planning out a regular video, because I had to take into account the budget of flying out to different places and doing all kinda tings. If it was a regular video, it would be way harder for me, because I wouldn’t be able to accomplish certain looks. Just the wardrobe alone would cost a lot,” said the No Lie artiste.
Since its release, the new dancehall-pop track with a “fiery” and “flirty” vibe has gone viral on TikTok through a dance challenge, earning a spot on Billboard’s Rhythmic Top 40 Airplay chart.
The AI-directed video for Ginger featured Sean Paul in lead roles across Hollywood classics. The journey began with a fiery romance in Titanic, where he starred opposite a mysterious woman with striking ginger hair, reflecting the song’s title. The video then transported viewers through surreal visuals and adventurous sequences inspired by Indiana Jones, along with recreations of Iron Man, Mission Impossible, and Pirates of the Caribbean.
“I think, in most of my songs, it always [gives the narrative] that ‘I am the man for the lady I am speaking to’, so it matches. I wanted it to be very awesome but slightly corny,” he chuckled. “Just look at the Pirates of the Caribbean version, it’s ridiculous to me; it’s funny” he laughed, adding “Some people might not get it, some people might have wanted to see [the real] me in it, but I just didn’t want a regular video.”
Though the feedback on the video varies, it has already racked up over 1.6 million views and amassed almost 7,000 likes, with approximately 500 fans sharing their views on YouTube only.
Sean Paul said that, by bringing charm and humour to these roles, he was able to step beyond traditional music videos and realise a dream of nostalgia and fantasy that excites him.
“It felt good to see the dream come true. For me, AI is a tool, it is something that is mimicking human perception. A lot of people are afraid of it and is like, ‘oh it is going to think for itself’’ but it nah think, it doesn’t have a soul. It is just us behind it using it as a tool to create something for people to be entertained. People can use it all they want, but I am not gonna use it all the time. With every album or even every production that comes through, I use different sounds. So it is just tools being used to create something for people to experience, watch and just have fun,” said the Grammy-winning artiste.