Until recently, service providers and product companies that chose to produce a marketing video would invest a lot of time and money, with the help of several officials and suppliers in and outside the organization, and pay a fortune to content editors to produce a product within a few weeks.
Today, the artificial intelligence revolution makes all of these redundant and makes it possible to produce a data-based video within an hour.
We all fear that artificial intelligence technology will take away our livelihood.
In a recent campaign led by Elon Musk and Steve Wozniak, in which Professor Yuval Noah Harari and hundreds of other artificial intelligence experts are also partners, they call on the decision-makers and influencers in the field to slow down the arms race for artificial intelligence, "for the good of humanity", as they say.
The day is probably still far when an operating system will replace the emotional therapist or avatar in Metaverse the lecturer in the academy, but already today there are professions that are disappearing from the world, and the great absurdity is that precisely creative and humane professions are the first to be replaced by realistic artificial intelligence engines and engineering models.
There is almost no service or product company that does not produce marketing videos at one initial stage or another.
It can be a product video, an image video, a video for recruiting employees or investors, an explanatory video about services, and more.
In the past, the video production process consumed quite a few resources, both on the part of the organization (the demanding client) and on the part of the suppliers.
For the benefit of a marketing video at a sufficient level, a leading figure from the organization was required who would employ a scriptwriter, linguistic editor, director, illustrator or animator, photographer, lighting, dear presenters or narrators, sometimes in more than one language, a sound editor and a video editor for the benefit of the project.
Sometimes a studio, accessories, photo locations and other related equipment were also rented.
The process took several weeks and several iterations and in the end a finished product was obtained, a video that the client could only hope would become viral and make the organization's culture and messages accessible to the end consumers.
Today, AI technologies make it possible to do all of these for free in less than an hour.
Writing the prompt to create the script
Let's start with writing the script, it really isn't easier than that.
Enter the free version of ChatGpt or the excellent paid Jasper, and write in the prompt line the summary of the content and the plot, in English of course.
In the prompt, you will want to write that it is a script for a marketing video and the desired length of the video, for example - 90 seconds of video.
The system will generate text that you can edit and polish as you wish.
Using narrators and avatars as virtual representatives of the brand
A variety of tools available online such as SPEECHIFY.COM allow you to paste the text in the designated field and generate an audio narration file.
Another recommended site, whose clients include CNN and CNBC, is the INVIDEO site, but there are many others like it.
Using simple drag and paste, you can attach text and audio files, choose from the stock of images, animations and animations, and prepare the video plot step by step.
Additional paid features optimize the matching of contents and content from their existing and available databases to the attached text.
Animated characters, avatars and presenters, free or paid, are also available on sites such as Synthesia and others, which know how to animate many types of faces without gender, ethnic or social differentiation.
This process can also be used for a motif mode, for example anime, manga, 60's, gothic or science fiction.
In the end, language engines and models rely on a lot of quantitative data created by consumers like us, so the matching can be very accurate just as it can be very fast.
Reduction of staff members and professional disagreements
A machine has no emotions and no ego, it receives a task and produces an output.
The result can be polished after several iterations and in the end, the result will be accurate, just as if an entire production team made it.
After a period in which we 'trust' the AI engine, we may be surprised to find that it understands us faster and hits our taste more accurately than a human director or screenwriter, who strives to be faithful to his familiar style.
The artificial intelligence, on the other hand, will remain faithful to your dictates.
In the end, it is the client, not the artist, who will determine the final result, for better or for worse.
The real danger to the world of employment
If we know how to produce a viral video in one hour, then we can ask ourselves, why do entrepreneurs and companies even need to have a product?
They can simply produce one video a day, upload to YouTube, accumulate traffic and generate more money from viewing, advertisements and affiliate programs, than from establishing and managing physical or digital product companies.
Traffic is the new virtual currency of 2023, and it is worth nothing less than money.
When there is a lot of it, it eliminates the company's commercial need to maintain and provide products or services.
The cumulative effect in the long term will probably be a shortage of personnel in the essential professions.
The artificial intelligence revolution continues to make names in the industry, it conquers more and more territories in the world and makes more and more professions redundant.
Today these are editors and producers of marketing videos, tomorrow these will be the product companies themselves.
Rotem Mi-Tal is the CEO of Asgard Systems
Marketing and digital
MarTech
Tags
video
Videos
artificial intelligence
Movies
Screenwriters
directors
production
productions
