When you hear the word “AI”, what comes to mind? Thoughts of robots, and extraterrestrials conjuring up new algorithms? Not entirely off, to be sure. But, more accurately, AI has fast become an innovative tool for business, as well as video and other creative work. Which is why we’re covering it today, and discussing the pros and cons of AI for your video creation.
Benefits of AI for Video
It has been polled that companies incorporating AI into their business experience an average boost of 20% in conversion rates alone. Not to mention, AI offers many tools (some of which are entirely free) to help aid you in your work, all while cutting down on workload. So, to start off, here are some of the pros for video when it comes to AI.
Text-to-Video Generator
This one here is a wonder. AI can now generate video content based off of text alone. For example, you want video footage of a polar bear swimming in a pool with sunglasses on? Type it in and wait just moments to see it in real-time. One company doing this is Sora, so we’ve attached this clip below to show you several minutes worth of their video results.
Scriptwriting and Writing in General
Ever felt hung-up when it comes to writing your video scripts? Enter AI to help with this “blank page” crisis!
There are several apps to help generate writing content these days. One of the most notable would be ChatGPT (although chatbots technically go all the way back to the 1960s). With ChatGPT (and others like it), all you have to do is type in a few words or phrase, and it will provide information and/or ideas on that topic. (Pro tip: the more specific you can be, the better.) This is a great way to generate ideas and help fill out your written content, getting those wheels turning!
Voiceovers
If you’ve created video content before, you’ll know a good voiceover artist is needed a lot of the time. Here’s also where AI can come in to help. There are several different options for AI voiceover apps (including this one right here). These function very much the same as video generators do, just type in your scripts and voilà!
This option can work well for the final project. That being said, it also could be used as a “tester”, trying out different voice “types” so you know how to more effectively cast for your video project.
Video Analytics and Captions Generator
When it comes to your video analytics, most CRMs (as well as social media platforms) provide some level of analysis when it comes to overall performance. But here are some that go a bit more in-depth, using AI to judge and deliver results.
Adding to this, AI can also add automated captions to your video posts (although this tool has been implemented by sites such as YouTube for a long time). Just be sure to check for correct grammar and punctuation on these, as most sites do not automatically include these elements.
Drawbacks of AI for Video
All this being said above, let’s examine some of the cons when it comes to AI for your video. Starting with…originality.
It stands to reason with the demands of popularity can come the loss of originality. Meaning, if everyone is using AI to find the same results, it will be difficult to stand out as a unique solution for your customers. Be wary of losing your brand’s own specific voice, and keep your videos (and content) innovative.
One such area to remember this would be with scriptwriting, for example. Generating an idea or some overall information on a topic is one thing; finessing it with your own nuanced and interesting perspective, however, is where great video comes alive.
Look out for the Errors
While AI is amazing, it still has the power to make errors. And it does. So bear this in mind when using it to create your content. For example, back up the facts it provides with your own research, and verify their accuracy. Next, be sure to always proofread any articles it may write up for you. And actually, we would encourage you to just use AI’s written drafts as starting points for your writing, never as the final drafts. By doing so, you keep it fresh, and run less a risk of simply repeating what your competitors are saying.
Keep Building Relationship
Another area where AI fails is not knowing the specifics of your client, and who they are as people. It is only through consistent interaction with one another where we truly gain understanding of each other as well as what consumers actually need and want.
In addition to this, building relationship is pivotal to long-term brand success. By only engaging with AI to create, you limit that growth. Whereas, creating with a team (as well as your clients) develops those relationships that will (hopefully) sustain and grow your company for many years. In short, “cutting out the middle man” isn’t always your best answer.
Keep Story Front and Center
What AI could (and will never replace) is our stories. And so, for video and marketing content keep the story and the humanity of it front and center. For example, testimonials from customers whose lives were changed by your product or service will become more and more meaningful in a world of computer generated content.
Maintain Customer Trust Through Transparency
Did you know up to 94% of consumers prefer doing business with brands that practice full transparency? Yep, as much as we all are awed by the powers of technology, AI’s ever-growing popularity has caused concerns for brand trust. People want to know what they’re being sold, how it’s being created, as well as who they are actually talking to. By utilizing AI as simply a tool to help support your very real team, customers can rest assured you (and your team) are not going anywhere. This builds trust, increases relatability, and clears up any “mysteries” about your product and/or service.
In summary, we’d recommend using AI as a starting point for your creative process. It has so many features that will aid (and quicken) your video marketing production. Just remember to maintain your company’s integrity and never forget the power of human connection. By doing so you can continue to create something truly special with your content.