How AI is Changing the World of Professional Marketing Media
Artificial Intelligence (AI) is transforming the way many businesses create, distribute, and optimize digital content for marketing. Amidst the noise there is reverance, hype, and alarm about AI’s capabilities. Concerns include copyright infringements and fake information, even fraud and identity misappropriation. Many of us have learned to identify content that is AI generated, many have not.
AI can streamline many technical aspects in video production and as a time-saving tool this can be an advantage. So, for professional videographers and content creators, AI brings some opportunities and new challenges, reshaping everything from pre-production planning to post-production editing.
But can AI really replace the work of a professional videographer? No, not if authenticity is important to you and audiences. Honouring our audience — their intelligence and their time — is important to integrate into the production mix. Humans do this best. The term ‘slopaganda’ has been coined for AI spin — the algorithm-driven equivalent of spam email full of propaganda, untruths. People are learning to identify fake stuff.
The human factor matters
A compelling marketing video isn’t just about crisp visuals or flawless edits—it’s about emotional connection, the provision of the engaging, helpful information that our audiences are looking for.
We can spot an AI-generated video pretty quickly. Not all AI generated content works — in many contexts, authenticity wanes and convincing messaging suffers without a ‘human factor’ as part of the production mix. A successful promotional or marketing video should aim to present your business in its best light, with convincing messaging in both visuals and audio. Cultural nuance is important
AI-generated content, instead, can be the opposite, just like unhelpful AI chatbots that we now encounter, too often, when we’re looking for online support or information. They presume they know what we’re after but clearly they have no idea. They are irritating. They turn audiences off. Just like AI generated images of people with six fingers instead of five!
Your brand authenticity, and audience context
A professional videographer who works with you on location contributes to a video that captures real brand-specific messaging important to your effective video project. Audiences identify with real people in videos, not AI generated personas. The human factor keeps video content real, and there is power in that, as audiences, more and more, ‘raise their eyebrows’ at deepfakes.
Your location, products, services, and staff
Footage captured on location at your business and with your staff offers authenticity to your video. Authenticity gives weight to your messaging, and your story.
What can AI contribute to the video production process?
Smarter pre-production planning
Traditionally, planning a marketing video involves storyboarding, scriptwriting, and audience research. AI tools can offer a streamlined process to the pre-production planning process:
Audience research: Analytics platforms are AI driven and can predict what type of video content resonates with specific demographics, guiding creatives in developing effective messaging.
Script assistance: Natural language generation tools can draft scripts or refine dialogue, saving writers time while providing fresh perspectives. But AI scripts can be riddled with incorrect information. You will need human intervention with finessing your script, and importantly, to make it real and your own.
Concept visualization: AI image generators can quickly mock up storyboards or set designs, giving you a clearer vision before filming even begins. This saves time. These tools cost money to use.
AI-enhanced filming and production
On set, AI is beginning to assist professionals in subtle but impactful ways:
Smart cameras: Some modern cameras feature AI-powered autofocus, object tracking, and scene detection, helping cinematographers capture more precise and dynamic shots.
Lighting optimization: AI software can analyze conditions in real time and recommend lighting adjustments to enhance mood and clarity.
Virtual production: Similar to what’s used in Hollywood, AI-assisted virtual sets allow marketers to create immersive backdrops without the costs of physical locations.
Revolutionizing post-production
Post-production is where AI is making a big impact:
Automated Editing: AI platforms can assemble rough cuts, sync audio, and even select clips based on emotional impact or brand guidelines.
Voiceovers and Subtitles: Text-to-speech AI produces natural-sounding narration, while automated captioning makes content more accessible … as long as a human makes necessary corrections.
Visual Effects: AI can remove unwanted elements, stabilize shaky footage, and even generate entirely new visual assets that blend seamlessly with filmed content.
In summary …
The human factor remains important, infact vital. Human input and AI technical precision can combine to create content efficiently. It’s humans that maintaining authenticity and respect for your audiences.