Is AI the Future of Video Creation? We Asked Wistia’s Head of Production

Video has grow to be a cornerstone of contemporary advertising, touchdown front-and-center in lots of advertising methods.

But, regardless of being an ROI powerhouse and prime lead generator, video is a tough medium to tug off.

To state the plain, video creation is not fast. On common, it takes entrepreneurs two weeks to create a video from begin to end.

However what if there was a technique to streamline the method — to shortly provide you with concepts and execute them in a fraction of the time?

The answer might be right here already, and it is with synthetic intelligence.

Right here, I spoke with Chris Lavigne, Head of Manufacturing at Wistia, to learn the way AI is altering the best way we create movies, and the way it can energy your subsequent advertising video.

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How AI is Altering Video Advertising

Think about making a video with out writing a script or selecting up a digital camera.

Due to new synthetic intelligence (AI) and machine studying (ML) instruments, it is not solely attainable, it is already occurring.

Generative AI makes use of current content material like audio, video, and textual content to generate unique content material. On this case, video entrepreneurs can automate many levels of the method — like scripting, enhancing, and transcription — in a matter of seconds.

The power to create movies in report time is an apparent advantage of utilizing AI. However for Lavigne, it is extra than simply saving time. It additionally has the potential to push the inventive envelope.

“For me, AI is opening the door to new concepts, new executions, and new visuals that I could not have provide you with alone. It is increasing my inventive palette, not simply saving me time,” he advised me.

Chris Lavigne quote 1

For example, Lavigne and his workforce at Wistia created a video virtually fully powered by AI.

The method started with Lavigne opening up ChatGPT, an AI-powered chatbot, to generate a 60-second script about the right way to make an apple pie within the fashion of a YouTube video. He then makes use of AI software program Synthesia to create a human avatar of himself to learn the script.

To prime it off, he provides just a few remaining touches with visuals and b-roll. Here is the tip outcome:

Let’s check out extra methods you need to use AI within the video creation course of.

How AI Can Energy Your Subsequent Video

1. Ideation and Script Writing

For many video entrepreneurs, the toughest a part of the method is developing with a fantastic thought, adopted by a compelling script.

For Lavigne, utilizing AI for scriptwriting has been a game-changer. Particularly, he makes use of ChatGPT to create a framework.

“I can enter a immediate and get an unbelievable place to begin to take me from zero to 100. I can enter how lengthy I need the video to be, how detailed I need it to be, and what fashion of video I need it to be. The outcomes are fairly exceptional once you immediate it with the precise issues,” he advised me.

For instance, you may immediate ChatGPT to write down an advert within the fashion of an info-mercial or a TikTok video. You possibly can even request a selected tone, equivalent to humorous or tutorial.

giphy (1)-Mar-17-2023-03-54-44-4061-PM

Nonetheless, Lavigne is fast to warning in opposition to merely copying and pasting AI-generated content material.

“AI can provide you a tough edit, however you continue to want so as to add your perspective, persona, or model contact. It is not so simple as inputing a immediate and pasting the output into your advertising efforts. You are lacking an enormous alternative in case you deal with AI in that regard,” he says.

2. Video Modifying

At Wistia, Lavigne has been exploring completely different AI instruments within the post-production stage. 

One in every of these instruments is Runway Al, which might shortly take away objects from the background of a video. Traditionally, this could be a time-consuming course of that includes shifting frame-by-frame to hint it out. Now, AI can do the heavy lifting.

One other instrument Lavigne makes use of is Descript, which transcribes uncooked footage into textual content inside minutes. This enables him to edit and rearrange video content material with out the necessity to continually pause and rewind.

Turning uncooked footage right into a remaining product takes loads of time — however AI instruments can streamline the method. 

As Lavigne places it, “While you discover the use case that you need to use this software program for, it blows your thoughts how a lot time you may presumably save. It will get me excited for the place these instruments are going sooner or later.”

3. Video Manufacturing

Whereas synthetic intelligence is exceptional, it does have its limitations when it comes to video manufacturing.

Lavigne offers the instance of human avatars. Sure, they appear like people. They discuss like people. However they don’t seem to be human sufficient to be plausible.

Picture Supply

He advised me, “There isn’t any substitute for capturing an actual human being. AI has but to duplicate the picture or likeness of people, or the feelings they’ve on their face. That is to not say it’ll by no means change. However at the moment, it is an enormous limitation on this planet of manufacturing.”

This leads us to an vital level: AI shouldn’t be an ideal answer for every little thing. Whereas it may possibly help in different areas within the manufacturing stage — like creating B-roll — you should know when to make use of this expertise, and when it is higher to do issues the old school means. 

What AI Cannot Do For Video Creators

Nearly 70% of choices are primarily based on emotion. In video advertising, it’s a must to visually attraction to individuals’s feelings to make an affect.

The issue?

AI can mimic human intelligence, however human creativity is not as simple.

“It is virtually instinctual for a fantastic editor to grasp beats, pacing, digital camera actions, and what music can finest elevate a scene at a sure time. All of those items are rooted within the inventive and private choices by the storyteller. There isn’t any substitute for that,” Lavigne observes.

Chris Lavigne quote 2

As a consequence, Lavigne predicts that we’ll see an inflow of generic, mediocre content material generated by AI within the close to future. Nonetheless, he additionally sees this as a chance for video entrepreneurs to showcase their creativity and stand out from the group.

He provides, “Now’s the time for video entrepreneurs to place their inventive fingerprints over their work. That is how you will stand aside.”

Is AI the Way forward for Video Creation?

Nearly each rising expertise is met with some skepticism, and AI isn’t any exception. For example, might it will definitely change video entrepreneurs fully?

Happily, Lavigne is not so satisfied. He attracts a parallel to the appearance of images, which some believed was the dying of conventional artwork varieties. 

He says, “The response to AI is just like the arrival of a bunch of various applied sciences, like images. In the event you can simply {photograph} one thing, why do you want an artist to color it? In actuality, that is not fairly what occurred.”

“We’ll deal with AI as an identical factor. It’ll change the trade, however it will not change video creators,” he provides.

Whereas AI might not change you, Lavigne argues that the video marketer who makes use of AI can have an upper-hand. Due to this fact, video entrepreneurs ought to method AI as a useful sidekick — not a rival.

In the end, Lavigne is captivated with the way forward for video. In his personal phrases, “I am excited to make use of AI to automate the extra tedious components of manufacturing, which frees me as much as make the most effective movies attainable.”

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