Is AI the future of video production? We asked Wistia’s head of production

Video has become a cornerstone of modern marketing, front-and-center in many marketing strategies.

AI for video creation

yet, despite being a ROI powerhouse And top lead generatorVideo is a difficult medium to capture.

To state the obvious, video creation isn’t instant. On average, it takes marketers two weeks Create a video from start to finish.

But what if there was a way to streamline the process – to come up with ideas quickly and execute them in a fraction of the time?

The solution may already be here, and it lies with artificial intelligence.

here, i talked with chris lavignehead of production wistiaRead on to learn how AI is changing the way we make videos, and how it can power your next marketing video.

Free Guide: How to Use AI in Content Marketing [Download Now]

How AI is changing video marketing

Imagine making a video without writing a script or picking up a camera.

Thanks to new artificial intelligence (AI) and machine learning (ML) tools, this is not only possible, it is already happening.

Generative AI uses existing content such as audio, video and text to generate original content. In this case, video marketers can automate many steps of the process – such as scripting, editing and transcription – in a matter of seconds.

The ability to produce videos in record time is a clear advantage of using AI. But for Lavigne, it’s more than just saving time. It also has the potential to push the creative envelope.

“For me, AI is opening the door to new ideas, new executions and new visuals that I might not have been able to create on my own. It’s expanding my creative palette, not just saving me time, ” they told me.

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For example, Lavigne and her team at Wistia made a video Almost entirely powered by AI.

The process began with Lavigne opening up chatgpt, an AI-powered chatbot, to generate a 60-second script on how to make apple pie, in the style of a YouTube video. It then uses AI software synesthesia To create a human avatar of himself to read the script.

To top it off, he adds some final touches. footage and B-roll. Here is the final result:

Let’s take a look at more ways AI is being used in the video creation process.

How AI can power your next video

1. Ideation and Screenwriting

For most video marketers, the hardest part of the process is coming up with a great idea, followed by a compelling script.

For Lavigne, the use of AI for screenwriting has been a game-changer. Specifically, he uses ChatGPT to build a framework.

“I can input a signal and I get an incredible starting point to take me from zero to 100. I can input how long I want the video to be, how detailed I want it to be and What style of video do I want to make it.” The results are quite remarkable when you signal it with the right things,” he told me.

For example, you can ask ChatGPT to write an info-commercial or an ad in the style of a TikTok video. You can also request a specific tone, such as funny Or academic,


However, Lavigne cautions against simply copying and pasting AI-generated content.

“AI can give you a rough edit, but you still need to add your own perspective, personality, or brand touch. It’s not as simple as typing a prompt and pasting the output into your marketing efforts. are treating AI in that regard,” he says.

2. Video Editing

At Wistia, Lavigne is exploring various AI tools in post-production.

one of these tools runway al, which can quickly remove objects from the background of a video. Historically, this would be a time-consuming process involving frame-by-frame iteration to figure it out. Now, AI can do the heavy lifting.

Another tool Lavin uses Description, which transcribes raw footage to text in minutes. This allows him to edit and rearrange video content without constantly pausing and rewinding.

It takes a lot of time to convert raw footage into a final product – but AI tools can streamline the process.

As Lavigne says, “When you find the use case for which you can use this software, it blows your mind how much time you can potentially save. It excites me that these Where are tools going in the future?”

3. Video Production

While artificial intelligence is remarkable, it has its limits when it comes to video production.

Lavigne gives the example of human avatars. Yes, they look like humans. They talk like humans. but they are not human Sufficient be reliable.

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He told me, “There’s no substitute for shooting a real human. AI hasn’t yet replicated the image or likeness of humans, or the emotions on their faces. That’s not to say it’ll never change. But currently , it’s a colossal limitation in the world of production.”

This brings us to an important point: AI is not the right solution to everything. While this can aid in other areas in the production stage – such as making B-roll – you need to know when to use this technique, and when it’s better to do things the old-fashioned way.

what ai can’t do for video creators

About 70% decision are based on emotion. In video marketing, you have to visually appeal to people’s emotions in order to make an impact.


AI can mimic human intelligence, but human creativity is not that simple.

“It’s almost instinctive for a great editor to understand the beat, the pacing, the camera movements, and what music might best suit a scene at a given time. All of these pieces are rooted in creative and personal decisions by the storyteller. Not an option. That,” Lavigne observes.

Chris Lavigne Quote 2

As a result, Lavigne predicts that we’ll see an influx of generic, measurable content generated by AI in the near future. However, he also sees it as an opportunity for video marketers to showcase their creativity and stand out from the crowd.

He adds, “It’s time for video marketers to put a creative touch on their work. That’s how you’ll stand out.”

Is AI the future of video production?

Nearly every emerging technology is met with some skepticism, and AI is no exception. For example, could it eventually completely replace video marketers?

Luckily, Lavigne isn’t so convinced. He draws an analogy with the advent of photography, which some believed spelled the death of traditional art forms.

He says, “The response to AI is similar to the advent of various technologies such as photography. If you can only draw a few pictures, why do you need an artist to paint it? In fact, that has not happened.”

“We’re going to treat AI as an equal thing. It’s going to change the industry, but it’s not going to replace video makers,” he added.

While AI can’t replace you, Lavigne argues that video marketers that uses AI Will have the upper hand. Therefore, video marketers should view AI as a handy sidekick – not a rival.

Ultimately, Lavigne is excited about the future of video. In his own words, “I’m excited to use AI to automate the more tedious parts of production, which frees me up to make the best possible videos.”

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