If you keep up with the tech world, you’ve probably noticed that generative artificial intelligence (AI) has been making news because this cutting-edge technology holds the potential to spur years, if not decades, of future innovation. The hype is genuine; in a short period of time, ChatGPT has established itself as a household name, and we are witnessing tech behemoths like Google and IBM constantly release new AI features.
Professionals from virtually every industry are looking to integrate this technology into their workflows to improve existing offerings or to spark new ideas and products. In fact, according to a recent Gartner survey, 70% of organizations are currently using generative AI in “exploration mode.”
From content creation and personalization to search engine optimisation (SEO), email marketing, and more, generative AI has the potential to transform how companies connect with their audiences. But when it comes to marketing, artificial intelligence in video creation and production may offer the most potential.
It’s no secret that video has evolved into a crucial marketing tool, particularly for generating leads. However, producing quality videos requires time, which is a valuable resource for marketers. According to research, it can take marketers up to four weeks to produce a single video.
In this way, AI is poised to revolutionize the production of videos by “automating away” and accelerating many of the more time-consuming tasks, such as automated transcription-based editing, customized music that adapts to the length and editing speed of a video, and automated script ideation and writing. The use of previous videos, images, audio, and text combined with machine learning algorithms allows teams to quickly create new content using generative AI.
But what’s more exciting about just the time savings. Other opportunities that generative AI opens up for video marketing include:
• Closing the Skills Gap in Video Creation: Thanks to generative AI, people who might not have had the prerequisite knowledge and skills to create videos from scratch are now more likely to be able to do so.
• Creating Space For New Ideas, Strategies, And Visuals That May Not Have Been Considered Or Imagined Before: AI not only saves marketers time, but it also creates space and inspiration for new ideas, strategies, and visuals that may not have been previously considered or imagined, from new animations to special effects.
• Creating Flexible Locations: The days of production teams and video participants having to work together in the same room to film and develop content are long gone. AI gives distributed teams and participants the ability to work and film from various locations, giving those involved in the video creation process more flexibility.
While using AI for video has a lot of potential advantages, organisations and marketers should be aware of some important nuances when using generative AI tools.
The first, and arguably most significant, factor is the continued need for human involvement. It’s critical to determine the stages of the video production process where AI can be most useful, which is frequently for purposeful creation to address customer pain points. Avoid letting AI fully take control of the situation because it lacks human emotion (a crucial component that marketers try to appeal to in their audiences), has bias, and lacks judgement.
Additionally, it’s critical for marketers to keep pushing themselves beyond the “average.” There will be a lot more “average” video content floating around as generative AI adoption rises and becomes more widespread. Businesses now have the chance to stand out by producing top-notch content. To ensure they’re producing work that is above average, they must be as creative and industry-specific as possible.
Finally, marketers need to keep in mind that they are still the creative brain. It’s not all or nothing when using content created by generative AI tools, but it’s simple to get into the habit of following the algorithms’ every move. The secret to success here is to use creative thinking and close attention to the video content.
Generative AI should be employed as a time-saver and project-booster, but not carelessly or without giving the completed product a unique touch.
In many aspects of our personal and professional lives, generative AI is clearly here to stay and will only get more sophisticated, especially in video marketing. It will continue to improve our capabilities without displacing video producers and marketers, though. As I’ve previously advised others, video marketers should view AI as a helpful ally rather than a competitor. By doing this, I have no doubt that the next iteration of video marketing is about to materialise and that it will be a sight to behold.