Stream Creative’s recent event, “AI in MKE - Leveraging AI Across Video, Social & Podcasts,” explored the creative potential – and current challenges – posed by the integration of AI in digital media formats.
Here are the key takeaways from Stream Creative Partner, Brian Brinkman, who led the presentation.
AI Video Opportunities
Using AI in video production introduces several possibilities for enhancing, creating and sharing content. It can make production more cost-effective, speed up the creation process and allow for more personalized and scalable videos. By automating various tasks, AI helps users produce high-quality videos quickly and affordably.
The key benefits and practical uses of AI in video production can be segmented into two primary areas: efficiency and cost savings, and creativity. Let’s explore these in more detail.
Efficiency and Cost Savings
There’s no doubt that AI provides new creative efficiencies. While many AI applications are still rapidly evolving, they already work at unimaginable speeds just a few years ago, revolutionizing how we can now approach content creation and distribution.
AI now offers the following process advantages:
- Cost-effective Production: AI technologies can significantly reduce production costs by automating many aspects of video creation. This automation allows companies to produce high-quality videos at a fraction of the cost compared to traditional methods.
- Faster Content Creation: AI algorithms can generate video content much more rapidly than human editors, enabling businesses to produce and distribute videos quickly to meet market demands.
- Streamlined Editing: AI-powered tools can automate tasks like shot selection, transitions, color grading and sound mixing, reducing production time significantly.
- Visual Effects and Post-production: AI can assist in creating visual effects that would otherwise be costly and time-consuming to produce manually.
Creativity and Market-Specific Content
AI has also become a powerful tool to help pick up where human creativity leaves off, automating complex tasks and introducing new stylistic options that enhance and expand the creative process.
Here are some ways AI can provide a solid boost to creative work:
- Personalized Content: By analyzing customer data and behavior, AI can create customized video content tailored to target audiences, potentially increasing engagement and conversion rates.
- Scalable Production: AI-generated videos can be easily scaled to address different market segments, allowing businesses to create multiple versions of the same content to cater to various demographics.
- Enhanced Creativity: AI adds new creative possibilities by mimicking styles and handling complex tasks such as script-based scene creation.
- Localization and Accessibility: AI can easily subtitle videos or create substitute voice-overs, making content more accessible to global audiences.
AI Video Challenges
While AI brings many new advantages to video production, it still presents challenges and limitations that have yet to be technologically resolved. Businesses and content creators must know these challenges to navigate AI integration effectively.
Some of the common critical hurdles in the use of AI for video production include:
- Physics Limitations: AI tools have a rudimentary understanding of physics, which can lead to unrealistic or unsettling video results.
- Quality Limitations: AI-generated videos may not always match the quality of professionally produced content, particularly in complex scenes or nuanced storytelling.
- Time Investment: While AI can generate videos quickly, the process can still take time, especially if the initial results are unsatisfactory and must be repeated.
- Employment Impact: AI in video production can reduce job opportunities for actors, VFX artists, and other industry roles, though it also presents opportunities for creating more content.
AI also lacks human discretion and discernment. This can result in content challenges that could lead to potential brand and reputational harm or costly legal implications. These specific challenges include:
- Disinformation Risks: AI-generated videos can be misused to create deep fakes or manipulate information, potentially causing reputational damage and spreading false information. New Hampshire resident Steve Kramer is facing a proposed $6 million Federal Communications Commission fine for using AI to impersonate US President Joe Biden.
- Ethical Concerns: Unauthorized use of an actor's likeness and unclear copyright implications pose significant moral and legal challenges. Scarlett Johansson and Taylor Swift are among the first celebrities to take legal action regarding the use of their likenesses. These legal activities include Johannsson’s inquiry regarding the development of OpenAI’s Sky personal assistant voice, which she claims sounds similar to hers.
With the advent of AI, video content has never been a more vital part of marketing efforts, building relationships and meeting customer expectations. With today's tools and technology, getting started is easier than ever, and you can achieve great results with equipment you already own.
The key is to keep experimenting with AI: evaluate, pilot, integrate and expand video strategies continuously.
Example above: Using the tool Luma Dream Machine. Prompt: Golden retriever puppy playing
With AI advancing so rapidly, it’s essential to reassess your tools every few months to maximize your efforts.
Stream Creative is at the forefront of integrating AI with data-driven marketing efforts for manufacturers and professional services. Interested in learning more? Join our AI in MKE mailing list to see what’s next on our speaker series docket.
How have you used AI to enhance your efforts? Let us know in the comments.