Artificial Intelligence, or AI, is defined as the theory and development of computer systems able to perform tasks that would normally require human intelligence. This can include anything from visuals to decision making to language and speech based tasks.
AI has already been used in video production and marketing for a long time, since as early as the 1950s. So, how is it being used in modern marketing? How has this technology affected the industry, and as AI is continuously being developed and improved, how will it continue to affect video marketing?
And most importantly, as marketers, how can we use this tool to our advantage? In this post, we’re going to find out.
There are a number of AI features that can help with the making and marketing of video content.
One of the most prominent at the moment are automatic lip reading tools. This is used to convert spoken word into written text, and is used all the time now in apps like TikTok and Instagram to generate auto captions. This improves the accessibility of your videos, whilst also making it more engaging for people viewing your videos on their phones without sound turned on.
Similarly, AI can also produce voiceovers for your videos. These voiceovers can now be so convincing that they are almost indistinguishable from an actual human voice, with the option of adjusting the specific cadence, pitch and pattern to suit the theme of your video.
AI can also help with the actual creation and editing of your videos. There are some powerful tools that can generate animations and realistic-looking graphics, as well as software that can edit and colour correct your videos. If you’re really stuck for content ideas, you can even get AI to write your scripts for you!
What does all this mean for the future of video marketing? What are the benefits of using these tools?
Well, we all know that video content is on the rise and is quickly becoming an essential part of any marketing strategy. These AI tools make the creation of this content easier and quicker for brands who don’t want to get left behind but might not have the time, money or know-how to do it all by themselves.
Of course, there’s the classic argument: isn’t AI just going to replace our roles in the industry? Well, this isn’t likely to be the case any time soon – in fact, AI tools might just make our jobs easier, as they can be used in conjunction with human roles to allow video creators to focus on what they’re best at: imagination and emotion.
Ultimately, the use of artificial intelligence in video will take many forms, depending on the goals of the business. It’s rapidly influencing the industry, from its ability to create personalised experiences for customers, to its abundance of content creation tools.
What are your thoughts? Will these tools help or hinder us as video producers and marketers? Check out our full video on this topic on YouTube and let us know your thoughts in the comments section, we’d love to discuss: