Firefilm rolls out 'last-mile' platform for AI video optimisation

It offers a $180-per-user enterprise tier and a $980-a-month corporate plan.

Hong Kong startup Firefilm Group Ltd. has built a real-time video-editing platform that speeds up the final stage of production by putting reviews, revisions, approvals and storytelling work in one place.

The company, founded in 2023, developed the platform to fix slow and fragmented corporate approval workflows, CEO Yan Or told Hong Kong Business. It is led by a team with almost two decades of experience in marketing and commercial video creation, she added.

“The platform allows teams to leave comments directly on the video, draw on frames, and approve or reject revisions in real time,” she said via Zoom. It can also process changes without the original project file, which Or said, eliminates repeated exporting and re-rendering that often bog down editors.

The platform can analyse popular tags and titles online to help optimise a video’s reach.

Firefilm offers a free trial, an enterprise plan priced at $180 per user, and a corporate plan priced at $980 per month, according to information listed on its website.

The team also built an algorithm that adds narrative structure to footage, after noting that many artificial intelligence (AI)-generated clips lacked coherent storytelling. “AI-generated content cannot be used for commercial purposes directly—it requires human review,” Or said.

Firefilm’s push for human-guided editing comes as YouTube’s July 2025 monetisation update cracks down on “inauthentic content,” including mass-produced or AI-generated videos with minimal human involvement. Such content is no longer eligible for advertising revenue, even if it garners significant views.

To support further development and expansion, the startup plans to raise about $2.3m to $3.1m (US$300,000 to US$400,000). The funding will help add languages such as Indian and Japanese, expanding beyond the platform’s support for traditional and simplified Chinese.

Firefilm is available worldwide, with Hong Kong and Guangdong amongst its latest markets.