AI is unarguably the biggest wave in tech right now. And the video marketing industry is not left out of its sphere of influence. A report by MotionCue found that 36% of marketers have tried creating videos using avatars, AI voiceovers, or AI-assisted animation and editing.
In this article, I discuss 3 top ways Artificial Intelligence and digitalization are revolutionising the filmmaking industry in 2023.
1) Efficient Video Content Creation
AI has made creating marketing videos easier, faster, and cheaper.
From generating video ideas to writing video scripts to editing and even adding visual effects—AI does the job of creating promotional videos quite well.
Below is a free ChatGPT prompt for coming up with promotional video ideas.
Here’s some of the output for this prompt:
Asides from ideation, AI cuts across all parts of the video production process. More areas of focus include
- Automated script generation. Generative AI tools can turn in a decent video script in seconds. From the free version of ChatGPT to paid tools like Jasper AI, WriteSonic, and Rytr, all you need is basic prompt engineering skills. Once you’ve got the script, you can use any of the video makers listed by Attrock to create your videos.
- Instant voiceovers. AI tools like Synthesia and HeyGen convert the generated script into natural-sounding speech using Text-to-Speech technology (TTS). HeyGen in particular offers 300+ voices to choose from. This saves the cost of hiring voice actors for narration.
A couple of content-focused websites have also integrated TTS into their User Interface already. Below is an example from Hackernoon.
Image via Hackernoon
- Footage and image selection. AI video creation tools for filmmaking can search through online libraries of stock footage and images to find relevant visuals that match your video’s theme. It can even suggest clips and images based on the emotions or moods you want to convey.
- Automated editing. There’s little that AI does not do when it comes to video editing. It synchronises the voiceover with the footage, adds transitions, and optimises the video’s length and pacing. You can even make texts come to live with text animation apps.
- Adaptive video templates. Artificial Intelligence tools offer a selection of video templates with various styles and formats. Popular options are explainer videos, product showcases, and customer testimonials. You can choose a template and customise it with your branding, and the AI handles the rest.
Below is an example of a compliance training video made with Artificial Intelligence:
- AI-generated visual effects. Just like a human editor would, AI video tools can enhance the video with effects, animations, and overlays to create a professional and engaging final product.
A big plus with Artificial Intelligence is that you can expect a consistent level of quality with all your videos. Moreover, AI allows marketers to generate videos in record time. Such speed is vital for responding promptly to ever-evolving market trends and customer demands. Test and iterate. That’s how it goes.
2) Easy Personalisation and Targeting
The best video streaming platforms like Netflix and YouTube use Artificial Intelligence to recommend content to you. AI algorithms analyse vast amounts of data to know what you like the most. Armed with this information, they can recommend movies and other video content that you’ll find the most useful or entertaining. AI looks at:
- Your browsing history
- The amount of time you spend watching certain types of videos (Watch Time)
- Engagement patterns — are you prone to commenting on videos in a specific genre? AI takes note.
Just like the streaming giants, you can leverage AI to reach your target audience with best-fit content. Other ways AI helps in targeting include interactive video personalisation and contextual video advertising.
Interactive video personalisation is when videos change based on viewer input. For example, a car ad could let viewers choose features or colours, and the video would update in real time. This engages viewers and makes them feel like they have control.
Contextual ads are now possible for videos, thanks to AI. AI algorithms identify keywords, locations, and themes in videos to target relevant ads. This increases relevance and impact.
3) Real-Time Video Optimisation
Similar to usability testing in User Experience, machine learning algorithms can refine and enhance videos ‘while’ they are being presented to viewers. This is done for improved engagement, conversions, and overall impact.
A great use case here is hosting a live webinar. During the live broadcast, you can have an AI-powered digital video editor in the background, constantly analysing viewer behaviour and feedback.
Here are 5 ways Artificial Intelligence optimises the live webinar on the spot:
- Attention tracking. AI monitors audience attention levels throughout the webinar. It tracks when viewers start to lose interest or become disengaged. You’ll notice fluctuations in the viewership curve or a drop in interactions. AI’s eye-tracking abilities are powerful.
- Real-Time A/B testing. AI performs real-time A/B testing on various elements of the video presentation. It may experiment with different introductory segments, visual overlays, or call-to-action buttons to gauge which combination yields the highest engagement.
- Dynamic content adaptation. Based on the data gathered, the AI system can dynamically adjust the content being presented. It might choose to skip or elaborate on certain topics, display more interactive elements, or showcase real-time testimonials from satisfied customers based on the viewer’s location.
- Localised call-to-action. AI can tailor the call-to-action based on the viewer’s geographical location and time zone. For example, it may display different links for viewers in North America compared to those in Europe, or it could adjust the urgency of the call-to-action based on the time of day in the viewer’s location.
- Engagement triggers. The AI may also use engagement triggers, such as polls, quizzes, or live chat interactions, to maintain viewers’ interest and encourage participation. These triggers provide valuable data on viewer preferences and can influence the content delivery in real time.
With continued use, your AI system can predict viewer behaviour and optimise content accordingly. AI-powered real-time video optimisation creates interactive, responsive experiences that keep viewers engaged.
Wrap up
If you’ve read this article and are wondering: “Is AI going to put filmmakers out of a job?” Please hold your horses. While ArtificiaI Intelligence certainly makes video creation and marketing easier, there’s a primary drawback—it lacks human emotion. AI still needs a creative person to steer the wheel, and that person must be well-versed in prompting.
Furthermore, since AI has simply been trained on existing videos, it tends to produce “mid” or average videos at best. Cringey and totally unrelatable at worst. To stand out in this content-saturated web, creative marketers must strive to produce top-tier videos. You mustn’t donate your thinking hat to AI. Infuse some creativity in the mix to truly succeed with video marketing.
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.
