How AI is set to become a video production star

AI in video production - Image by Candelario Gomez Lopez from Pixabay

Artificial Intelligence is a rapidly developing business tool, not least in the advertising sector and it’s now set to  shake up the video production market. 

AI’s ability to replay the human element in mundane tasks is now legend and has led to oft quoted fears of the ‘machines taking over’.

However, as Fergus Dyer-Smith, founder and CEO at video production house Wooshii, explains, AI is already all around, though its power is much more pedestrian… 

Fergus Dyer-Smith CEO and Founder at Wooshii
Fergus Dyer-Smith, CEO and Founder, Wooshii

Video Production and AI

Sci-fi films have indoctrinated people to envision artificial intelligence (AI) as the future of tech, being hyper-intelligent, job-stealing machines. 

However, the reality of AI is much less troublesome. We already live in a world where AI is all around us. 

All you have to do is ask Google – literally! Google’s voice recognition assistant, as well as its search capabilities, are the result of powerful AI.

Similar to how the vacuum-cleaner has unshackled us from the less efficient sweeping, AI provides us with tools to increase efficiency for the time consuming tasks people have previously had to do manually.

As an inherently digital medium, video will also be transformed in many ways by the growing capabilities of AI, big data and machine learning over the coming years. 

Technological advancements have bolstered the trust and utilisation of AI tools, with 80% of executives currently accelerating their business process automation efforts.

But, what are the specific opportunities in video production that stand out from the crowd?

ai in video production
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Automation, optimisation, and robots

As humans, we are unfortunately limited to our knowledge and imagination. 

With the use of big data, AI is simply able to pick up on online behaviour and segment it in greater detail, often picking up on demographic categories that might not come to mind, and at a quicker rate, which makes it a powerful tool when it comes to audience segmentation.

Once segmented, AI can then provide tailored content increasing relevance. YouTube’s recommendation engine is a great example of this. 

It is able to suggest videos that are most likely to keep a user engaged, which is particularly beneficial to marketers as suggested videos can generate twice as many views as appearing in the search results. 

The best thing is, the process of optimisation is continual, meaning improvements are happening all the time.

Content optimisation

Similarly to audience optimisation, content optimisation also benefits from AI. 

Some AI can identify which videos are likely to perform well in a target market, domestic or foreign, before they’ve even been released. 

This is important as a video that is highly engaging in one country or on one channel may fall flat in another. For example, Chinese video streamer iQiyi uses AI to forecast viewer figures for film and TV shows with 88-90% accuracy.

This can be applied to corporate video production as such technology could help you select the strongest videos – or version of videos – for promotion, increasing ROI.

AI in video production - Image by Gioele Fazzeri from Pixabay
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Saving time

Ultimately, there are numerous aspects of corporate video production that can be automated to some extent. 

AI can help with colour matching between scenes, reduce backing track volumes when people are talking, and adapt a video to another channel’s format.

It can also narrow down a feature length film to a few minutes of footage most likely to entice browsing film buffs, which saves human editors 10-30 days of editing time allowing them to whittle the smaller chunks into an effective film trailer.

Robot camera operators

It’s not just editing that AI can aid with, filming without a crew is now possible. 

I know we said that AI does not equal job stealing machines, and that’s true, but it has made it possible to film in situations where a crew cannot be present.

Technology pioneered by the BBC at the Edinburgh Fringe Festival allowed static, hi-definition cameras to select frames and cuts automatically. 

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By following certain rules – such as focusing on the speaker but occasionally cutting to the audience for reaction shots, and mixing up close-ups with zoomed-out shots – it was able to create enough material to be edited together into multi-angle videos.

So what does this mean for video marketing strategy? 

The key advantages in all this are effectiveness and cost. As AI technology advances, reaching the right people, with the right message, at the right time should increase, and the cost of doing so should fall.

While AI is powerful, it cannot replace the need for human involvement. Automation can enable non-specialists to produce their own videos, but it’s not a substitute for calling in the professionals. 

Human skills and judgement continue to be what drives creativity, but armed with the potent tools of AI, they will be all the more effective.

Ultimately, what it means is that – enhanced by AI capabilities – video becomes all the more effective over time, both in absolute terms and relative to more old-fashioned media.