Hootsuite recently published a report called “Social Media Trends 2024” in which it put the AI trend right at the top. According to the report, “Organizations report that they’re planning to double their use of AI across various activities—even tripling or quadrupling it in some cases.”

Surely the rapid evolution of technology has brought forth exciting possibilities, with Generative AI making significant strides across various industries. Marketing managers, in particular, are quick to embrace this innovative tool, leveraging its capabilities to enhance creativity and efficiency. Generative AI is leaving its mark on diverse sectors, and its impact on video production is no exception.

Curious about the true potential of Generative AI in video production, we decided to put a bunch of popular tools to the test. Here’s what we discovered across the key stages of video production:

1. Pre-production:

• Conceptualization: Generative AI serves as a brainstorming companion, offering a range of ideas for consideration, evaluation, and testing. Think of Generative AI as one more member in your team with whom you can bounce ideas off.
• Scripting: While AI is very useful during scripting, clear instructions and a defined tone are crucial for effective script generation. The style of the final version of the script largely depends on the initial inputs and despite that the AI-generated drafts often need to be heavily edited.
• Visual Suggestions: Results in the visual domain vary, with some suggestions being noteworthy, while others tend to lack creativity and sophistication.

2. Production:

• Animation and Filming: Generative AI excels in rapidly creating visually stunning designs for animation, significantly reducing time and costs. However, a clear creative vision is imperative for prompting AI to generate content that appeals to your particular audience. Another problem was with customization for a few crucial elements like transition and effects. It definitely feels restrictive but it can potentially serve as a valuable tool for filmmakers to test their vision before entering the production phase.

3. Post-production:

• Efficiency Boost: Generative AI has revolutionized post-production, expediting processes with hyper-realistic voiceovers, text-to-speech features, multi-cam editing, music creation, and fixing key visual elements. These tools contribute to the swift creation of the initial draft on the editing table. From the initial draft, the post-production team can then add their creative acumen and subjectivity for a publish-worthy output.

Conclusion

1. Complementary, Not Replacing Creativity: While Generative AI proves valuable, it cannot replace the creative instincts, choices, and subjectivity of experienced human creators. The role of the creative team remains pivotal in shaping the overall narrative.
2. Infancy of Generative AI: Acknowledging that Generative AI is still in its infancy, the technology is expected to evolve and improve with continued usage. Handholding and clear guidance are crucial in its current state.
3. Tool for High-Volume, Regular Content Creation: Generative AI shines in scenarios where brands need to churn out a high volume of content regularly. For critical video communication however, the expertise of an experienced video production company remains indispensable.
4. Challenges in the Indian Market: AI-generated voiceovers and images for the Indian market may still face challenges, but with increasing investments from Indian developers and firms in AI, improvements are anticipated.
5. Repetitive in the world craving for uniqueness: Generative AI tends to exhibit repetition. Take an example of AI-generated articles. With the increasing prevalence of AI-generated articles online, you may have started observing familiar sentence structures. This trait becomes a drawback when striving to convey a distinct voice and establish a unique brand identity.

Let’s close this article with an example.  Recently, during the filming of a corporate video, our director requested the interviewees to smile while looking into the camera lens. While most participants did as asked, one of them folded their hands in namaste. The director approved the take and the editor complied with the director’s request. Such human elements bring unique nuances and authenticity. These kinds of subtle and humane touches reflect the distinctive qualities individuals bring to the creative process.

Generative AI undoubtedly holds promise in reshaping the video production landscape, but it’s crucial to navigate its current limitations and embrace it as a collaborative tool rather than a replacement for human ingenuity. As technology advances, so too will the symbiotic relationship between human creativity and AI innovation in video production.

At FlowInk Pictures, we have wholeheartedly embraced the AI revolution to deliver the most resource-effective video solutions to our clients. It has enabled us to considerably reduce our delivery timeline by incorporating AI tools at different stages of production.

If you are looking for a video production company to produce video or photo content for you, reach us at 9625500791 or  [email protected]