Gelatin helps clear the beer and works fine, although slowly, in beer that is not cold crashed. However, it does not eliminate chill haze without the cold crash as the proteins that cause chill haze are dissolved in the beer. If you can get the beer cold before adding the gelatin the chill haze can be eliminated. Refrigerating your beer for a few days once bottled will also eliminate chill haze as the proteins will settle out on their own with time.