The speed at which things are changing when it comes to video is nothing short of amazing, as AI is democratizing video production and assisting in ways it wasn't possible just a few years ago. Yes, AI avatars are one example, and we'll get to that later, but other features are also helping businesses increase their video production, especially around editing.
Consider editing the transcription and editing the video. His video marketing platform Wistia provides this functionality. CEO Chris Savage says his company has quadrupled the number of video edits produced on the Wistia platform. Without this feature, video editing becomes a manual process, and the effort required to keep audio and video in sync as you slice, dice, and clean up is difficult. However, it saves time if creators can select and delete portions of text in the transcript and instantly change the video.
AI can isolate and enhance audio, making it richer and easier to hear. It also helps with translation, allowing videos created in one language to be available in many other languages, reaching a wider audience. Savage says:
A lot of what I see is like a combination of these things. It's like providing tools to make your voice sound better, tools to help you edit, music to sound right, smart overlays and captions, and then start translating. All of a sudden he can make a video that previously might have had 500 viewers or 5,000 viewers, and now it can reach a much larger audience and the quality is much higher.
Businesses are turning to platforms like Wistia to support their video production needs. The biggest fear Savage has heard is not wanting to be on camera. People worry about their appearance and whether it helps or hurts their brand. There is also a fear of public speaking. Savage said these concerns have always existed, but the ease of video editing has now alleviated them. He's looking at more early adopters to test and understand what works for them and their brands.
One of the things we have to do is pay close attention to what's happening with AI today. And if you can find a small place that you can incorporate into your product to actually save time or help you do something that you couldn't do otherwise, then you should do it. . No need to worry. please think about it.
About AI avatars
AI avatars are the latest fad. Savage finds them incredibly exciting and a little scary at the same time. It's easy to find players in this space. Options range from creating videos using avatars (Vidyard, Veed.io) to creating avatars that can be inserted into other content assets (hourone.ai, D-ID.com, etc.).
Reid Hoffman created your own avatar It's called lead AI. He uses hourone.ai for avatars and elevenlabs.ai for voices, and trained his custom chatbot built on his GPT-4 based on all the content he has produced over the past 20 years. did. It's very interesting to watch the video because the avatars are so lifelike (Hoffman was talking to them). Hoffman is an example of how far AI avatars can go. Most brands haven't gone this deep yet.
What we are increasingly seeing today is the creation of sales and marketing videos using custom AI avatars. Vidyard has recently AI avatar functionallows sales reps to create personalized sales videos. D-ID integrates with her Canva and allows you to add customizations. Convert AI avatars to Canva assets. In both examples, you can use a stock avatar or your own person (Vidyard requires you to create a 2-minute training video of him; D-ID allows you to use your own image). You can provide a script and choose your voice, or you can also use your own voice.
As more of these AI avatars emerge, people will begin to question whether what they're seeing is real. You also need to decide whether it is important that it is not a real person. Savage believes that as AI avatars become more widespread, people will appreciate what humans can do even more.
We are at the very beginning of this and many will use this to their advantage in terms of expanding communication. But I think if more things like this happen, that's what the outcome will be. Basically, we're going to see a lot more deepfakes of famous individuals and so on, so I think society has to change and people have to get used to that and start asking this question. And I think that ultimately, trust with other human beings will lead us to a place where I think it's more important than ever.
Savage also doesn't think people will use AI avatars to present important things. Humans play an important role in this.
When using AI, it is also important to consider what rights employees or individuals featured in the video may have. Companies can duplicate a person's voice, even if it's just to clean up the video by changing the person's voice or likeness, such as editing the video transcript or using AI avatars in other videos. or use their likeness requires explicit permission.
Employees also need to understand whether their employer has the right to change their likeness upon termination. Savage said he needs to have a dialogue beforehand. Wistia is Video (talent) release form it reveals everything.
credibility
According to Savage, COVID-19 has taught us that casual, authentic videos are the norm, and as a result, people are creating authentic, authentic videos. He also predicts that more creators will work with brands to give them an authentic voice, and that brands that learn how to work with creators to build trust will be successful. Dew.
However, he says it can be overkill, especially when using AI avatars to place yourself in crazy locations (like space or on a boat in Venice) or spamming viewers with AI videos. (This will be done by the brand). Savage said there are places where people are more receptive to these things, but ultimately it comes down to whether big decisions are being made (such as important financial decisions) and whether people can trust the business. It may depend on whether the condition is affected or not.
Create the right video strategy
Savage's advice on how to create a good video strategy starts with understanding how to use AI to demystify your production. He pitches that Wistia's new editor will empower more people to become editors, and that once they gain confidence in the editing process, the way they shoot videos will start to change.
It also affects how you reuse your video content, such as making it available in more languages. And that means exploring ways to add video and audio content to help people learn and understand in different ways. The important thing is to have options, he concluded:
I think the other thing that happens is that basically the bottom of the video quality goes up. It will be easy for ordinary people to create videos that they can be proud of. I think it will take cultural time for people to get used to AI avatars. I think it will take more time for it to really take off, but I think the tools to help with production will take off very quickly.
my view
I created an AI avatar with Canva using D-ID software. It was very easy and the results were okay (the images I provided weren't very good so I won't share them). This is an experiment and not something I intend to use. However, I work with clients who are experimenting with custom avatars in their marketing videos, and the results are impressive. Depending on the software you use, that could be an AI avatar, but there are examples (including Reid Hoffman's) that show progress in this area.
That said, I agree with Savage that the biggest value brands can get from AI now and in the near future is in video production. Creating high-quality videos and editing them quickly has never been easier. Wistia is one platform that supports all of the video needs of many brands, but there are others (including those mentioned above). All you need is a quick Google search.
Importantly, there are no excuses for not implementing video as part of your sales and marketing strategy. If you haven't yet experimented and developed your video strategy, you're missing out on a huge opportunity to reach a wider audience and give your existing viewers and customers more options to learn about and learn about you. There is a possibility.
At the same time, think carefully about how you will leverage AI avatars and the impact they will have on your brand.
