Using AI to Create Videos

Listen on Spotify

Podcast Guest: Paul Greenberg

Highlights from the Episode

Using AI to enhance the creative process

• Artificial Intelligence (AI) can be a tool for creatives that they can use to guide them in their journey but that doesn’t replace them. We can use machines to augment human creativity

• Understanding the artistic or creative process, whether making videos or other media, can strengthen the business side of managing the creative process

Predictive or Generative AI

• AI is helping marketers figure out what to create (Predictive AI) and how to create it (Generative AI)

• Predictive AI looks at mounds of historical data and tries to predict what kind of videos are going to be successful. It helps creators narrow it down from a blue sky approach and provides guardrails within which creatives can develop content.

• A use case for Predictive AI is being able to identify the gaps in content creation and to fill those gaps with content that has a higher likelihood of success on that platform before the wave crests. It can help marketing videos break through the crowd.

• Generative AI is the actual creation of video itself. Text-to-Video AI companies (access the list here) are making it easier to create videos using just text prompts.

AI Video Use Cases

• Using AI avatars or your own digital twins in videos

• Creating advertisements like Coca-Coca did with recently, to mixed reviews. Or other content like Spotify Wrapped. Given the millions of subscribers that Spotify has, it makes it more scalable. These patterns are likely to be repeated by companies in the future that are looking to achieve scale.

• Developing storyboards and other user-defined customized videos

• Training videos such as for patient education by a group of cardiologists who created a personalized playlist for their patients

What’s next for AI generated Videos

• Image-to-Video using a starter image that you upload to create a video will get more sophisticated. As will Video-to-Video. Multimodal (text, image, video) models will become much more common. We could see Voice-to-Video AI soon.
  

References

• List of Text-to-Video AI companies

• AI Marketers Guild - a topical community for professionals development and networking

• Midjourney AI - Convert text into images

• Dall-E 2 - Create images from text