AI and the Changing World of Video

Everyone wants to talk about AI. The sentiments surrounding the topic range from unbridled optimism to outright fear, and there don't seem to be any areas of life that won't be affected (if not transformed completely). 

At Wipster we talk with video professionals and their stakeholders everyday- and often we're treated to a front-line view of how AI is changing things already, and what the most informed people see on the horizon. 

Today's Applications

AI is already here, and you've doubtless already consumed heaps of content that utilizes it - including content that's fully created by generative AI, as well as more hands-on video that relies on a number of AI tools for improved efficiency, increased production value, and better accessibility. 

The most common use-cases for AI in video today including automated captioning and transcription, as well as a host of video editing tools. (Check out our recent interview with PremiereGal on the subject, where she shares some of her favorite examples). For YouTubers or individual content creators, this may indeed be a boon - less experienced video creators can suddenly create an array of high-quality and completely custom work, potentially shortcutting years of honing their skills in the editing and animation suites.

AI in the Enterprise

Recently we caught up with a Wipster customer managing a in-house studio at a large tech company - who shared some of her experience with what they expect to be doing in the near future:
 
"There are a bunch of areas where we're seeing it save us a ton of time. If we have several hours of footage that includes dead air, unusable shots, and the like, an AI editing tool can easily cut that out and leave you with the relevant bits of the video. AI Avatars are also getting a lot of interest - since we do a lot of talking-head content, we'll probably start leaning on scripting avatars to get polished content without the studio time, without the multiple takes and cut out a huge part of both the production and post process."

At Wipster we're considering leveraging AI specifically for assistance in the review and collaborative process. Tools like sentiment analysis, feedback summaries, and tying change orders into automated editing could help deliver on Wipster's own value proposition: allowing our customers to create better work with less time, less hassle, and less tedium.

Is AI Coming for your Job?

It would be dishonest to approach the subject of AI without addressing one of the chief fears that most people have- the specter that their livelihoods may disappear as capabilities continue advancing. 

While the dust has yet to settle in the world of video, other industries have felt the impact much more quickly - freelance writers, for example, have hugely suffered from the bevy of AI-generated content spreading across the internet. Businesses that create mostly generic how-to articles, recipes, and the like in order to get ad impressions are some of the clearest examples. The lowest-quality content that exists primarily as a delivery vehicle for advertising seems to be most susceptible to being outright replaced by our robotic counterparts. 

In the video space, it's something of an open question - as these new developments allow the same quality work to be finished with fewer hours required, will studios and departments downsize, relying on smaller, AI-enhanced teams? Or will teams create more (and more polished) work, continually raising for what consumers expect from entertainment and informative content?

There seem to be a couple things that smaller agencies or video production companies can do to better position themselves in this changing world.  First, they can adopt the tools themselves, and position themselves on the bleeding edge of what AI can do. These agencies can deliver work more quickly and stay price competitive compared to others in the market. 

Another tack that can be taken is to lean into what makes content human, special, and allows people to connect with it. The quirkiness, true creativity, and special touch that makes something actually memorable and resonant - we might see this come from AI in the future, but for now AI-generated content remains impressive, but not inspirational.

Watch this space

In some ways, we're all along for the ride, waiting to see what happens next - but it will be those companies and individuals who learn to use AI as a friend and enabler who find that they have the most to gain. The largest companies are not holding back, and virtually every Enterprise has AI as an important pillar in their strategy -  and it's a safe bet that means it will play into their video approach as well. AI capabilities are rapidly advancing, and the best approach is to stay abreast and ahead of the trends rather than waiting on the world to change.