Is AI the Way forward for Video Creation? We Requested Wistia’s Head of Manufacturing

Video has develop into a cornerstone of recent 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 solution to streamline the method — to rapidly give you 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 find out how AI is altering the best way we create movies, and the way it can energy your subsequent advertising video.

How AI is Altering Video Advertising and marketing

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

Because of new synthetic intelligence (AI) and machine studying (ML) instruments, it is not solely doable, 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 phases 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’ll not have give you alone. It is increasing my inventive palette, not simply saving me time,” he instructed me.

For example, Lavigne and his group at Wistia created a video nearly solely powered by AI.

The method started with Lavigne opening up ChatGPT, an AI-powered chatbot, to generate a 60-second script about methods 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 last touches with visuals and b-roll. This is the top consequence:

Let’s check out extra methods you should utilize 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 terrific 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 unimaginable start line to take me from zero to 100. I can enter how lengthy I would like the video to be, how detailed I would like it to be, and what fashion of video I would like it to be. The outcomes are fairly outstanding whenever you immediate it with the suitable issues,” he instructed me.

For instance, you’ll be able to immediate ChatGPT to write down an advert within the fashion of an info-mercial or a TikTok video. You’ll be able to even request a particular tone, similar to humorous or tutorial.

Nevertheless, Lavigne is fast to warning towards merely copying and pasting AI-generated content material.

“AI may give you a tough edit, however you continue to want so as to add your perspective, character, 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 all these instruments is Runway Al, which may rapidly take away objects from the background of a video. Traditionally, this may be a time-consuming course of that entails transferring frame-by-frame to hint it out. Now, AI can do the heavy lifting.

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

Turning uncooked footage right into a last product takes quite a lot of time — however AI instruments can streamline the method. 

As Lavigne places it, “If you discover the use case that you should utilize this software program for, it blows your thoughts how a lot time you’ll be able to probably save. It will get me excited for the place these instruments are going sooner or later.”

3. Video Manufacturing

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

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

Picture Supply

He instructed me, “There isn’t any substitute for taking pictures an actual human being. AI has but to copy the picture or likeness of people, or the feelings they’ve on their face. That is to not say it is going to 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 is just not an ideal answer for all the pieces. Whereas it may well help in different areas within the manufacturing stage — like creating B-roll — it’s worthwhile to know when to make use of this expertise, and when it is higher to do issues the old style method. 

What AI Cannot Do For Video Creators

Nearly 70% of selections are primarily based on emotion. In video advertising, you need to visually attraction to folks’s feelings to make an impression.

The issue?

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

“It is nearly instinctual for a terrific editor to know beats, pacing, digital camera actions, and what music can greatest 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.

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

He provides, “Now could be 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 is not any exception. For example, may it will definitely change video entrepreneurs solely?

Fortuitously, Lavigne is not so satisfied. He attracts a parallel to the appearance of images, which some believed was the loss of life of conventional artwork types. 

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

“We will deal with AI as an analogous factor. It should 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 helpful sidekick — not a rival.

In the end, Lavigne is smitten by the way forward for video. In his personal phrases, “I am excited to make use of AI to automate the extra tedious elements of manufacturing, which frees me as much as make one of the best movies doable.”

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