new! listen to article
As many of you reading this already know, generative AI isn't going to happen anytime soon. Analysts estimate that the generative AI market will reach $200 billion by 2032. So I'd wager that we're still in the early stages of the evolution of this technology.
Indeed, generative AI has been around since the 1960s, but with so much attention now on AI awards, AI is likely to develop faster in the next few years than it has in the past 60 years.
Recognizing this, many in the marketing and communications industries have already begun implementing generative AI into their workflows. About 68% of marketers and 60% of communications professionals use AI at least sometimes in their daily work. Similarly, according to a survey conducted by Billion Dollar Boy, 91% of creators have used generated AI to create content, and 92% of marketers have been asked to create their AI-generated content.
While most marketing and communications professionals are already using generative AI, those who aren't may be at risk of falling behind and losing an important competitive edge.
Against this backdrop, OpenAI's announcement of a new text-to-video AI tool called Sora is a big deal. Although the company has said it won't widely release Sora to the general public, visual artists, designers, and filmmakers who have been granted early access to Sora are already showing glimpses of the technology's potential.For example, this is very convincing elephant made of leaves.
Conference Board research found that many marketers are already using generative AI to summarize content, stimulate thought, personalize content, and conduct research. I'll be adding video ideas and creations to the list soon.
Once everyone is using Sora, it's essential to be proactive and start thinking about optimizing your text-to-video generation AI now to avoid scrambling.
Here's how marketing and communications professionals can strategize for text-to-video AI in an efficient, prepared, and innovative way.
Use Text-to-Video AI as a starting point
Talk to the Elephant—Or five legged horse-In the room. Text-to-image AI can now create stunningly realistic and truly great images. But even though a human could instantly recognize that a horse has his four legs, the AI might generate an image of our beloved horse with one more of his legs.
Getting anatomy right is a challenge for all types of AI-generated images. This seems like a special challenge. You've probably already noticed that hands in AI-generated images look very little like real hands.
Bias and DEI considerations should also be considered when acquiring AI-generated images. As any marketer or communications professional can attest, the last thing you want is to unintentionally distribute potentially offensive or harmful content. Failing to identify or recognize these biases when using generative AI can create a serious crisis for your company and the brands you work with.
Additionally, it is important to understand how generative AI tools are trained and the intellectual property and moral implications they generate. Many artists have expressed concerns about intellectual property theft and report witnessing AI producing work that appears to have been trained on their art without permission, approval, or compensation. Some people.
Therefore, using AI-generated content as more than an idea generation tool can have reputational implications that both you and your clients should be aware of.
At this stage, AI is best used as an idea generation tool, a starting point, rather than a final product (think previews, not actual movies).
As someone who works in communications, I know firsthand the importance of minimizing errors and ensuring well-written content and services. Perfection may be impossible, but careless oversight is equally avoidable. And I'm willing to bet that similar or different issues may need to be considered when text-to-video AI becomes widely available.
As creators, human ingenuity and talent remains extremely important, with or without the use of technology. AI is a great tool for generating ideas, but always be careful what you get from your generator.
Pay close attention to what's trending
Generative AI creates a whole new element to what goes viral and could become a secret weapon for marketers and communications professionals.
Take, for example, the AI-generated, Miley Cyrus-inspired cover of Beyoncé's new song that has racked up millions of views. When applied to video, the possibilities for breakout her campaigns and PR stunts are endless.
But what goes viral isn't necessarily benign. We must not forget the existence of deepfakes and manipulated videos such as . big ben on fire.
Sora and similar technologies could make it easier to create tacky videos intended to misinterpret the words of public figures or cause public backlash or panic. That's why we need to be careful about what we create and share for the brands we work with.
Not all PR is good PR, and not all marketing is good marketing. We are professionals, tastemakers in many ways, and it is more important than ever that we remain diligent.
Don’t get too comfortable: Be aware of AI risk factors and be prepared
Sora will become a broadly accessible AI tool and will definitely be a great starting point for creating engaging content for your clients. ChatGPT and Bard are already useful for writing early drafts of ad copy, blog posts, website sections, and other branding documents.
However, there are risk factors to consider when using widely available AI tools. Please note that the information you enter into the public text video AI generator may be visible to external parties, as these are likely to be exposed to public view or hacked.
If you have sensitive information or are at risk of leaking news or products, you should not use Sora or any other publicly available generative AI platform, even though it is a great tool. If you have the resources, it may also make sense to consider private sector AI tools designed to protect sensitive information.
* * *
A big part of our job as creative and communications professionals is to stay on top of the latest and greatest technology.
Text-to-Video AI is something marketers, PR professionals, advertisers, and others may have to learn how to use.
Success means not only being open-minded, but also being risk-averse, prepared, and knowledgeable about the ins and outs of this technology.
More resources for creating videos with AI
[Webinar] Create better video content faster with AI
Marketing at the speed of thought: AI use cases for four content types
FAQ: How can I use AI to create videos that support lead generation?
