Creating AI videos has come a long way in a short time, and technology advances are so fast that most people who have had a little training will be able to quickly and quickly create video content that looks professional.
S4 Capital Executive Chairman Martin Sorrell held a discussion on his influence on brands and agents in Cannes on Thursday.
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Linda Sheng, Global Business, general manager of Mini Max, an AI development company focused on the video generation, said it was relatively easy to find videos that were generated by AI a year ago. Now she added, “It's difficult to communicate AI.” “It will become mainstream,” she added.
In early June, S4 monks and Mini Max announced a partnership focused on the Greater China Market.
Minimax is developing its own multimodal models for video, text and music generation, and is continuing to roll out new products at a rapid pace, Sheng said.
Monks and its clients receive early access to Mini Max's AI tools and models with the aim of creating new content formats.
Monks recently worked with AI video company Runway, backed by investor General Atlantic, to create an experimental location for PUMA. This was Puma's first ads, completely generated by AI Agent, a software system that streamlines workflows, increases creativity and increases overall efficiency.
Text-to-Video is the focus of Runway, said Tanzeen Syed, managing director of consumer internet technology at General Atlantic. And this approach is designed to “give artists and creators more control over content creation.”
This applies to clients at agents, Sorrell said.
“There's a lot of fear and anxiety about job exchanges,” Said said. “It's just part of the story.” What the runway and others are filming is, “The democratization of content creation… There's no need to code it anymore, and anyone with a good idea can do it.”
Shen agreed, adding that traditional advertising production “constrains creativity.” AI-driven video generation creates content that says, “Everyone has a tool” and “Not defeated in format.”
He added that one thing that AI can't replace is “actual ideas and storytelling.”
This technology runs on “Lightspeed.” A commercial that once cost millions of dollars can be done in just a week or so, for hundreds of thousands of dollars. It's about stoking institutions out of time-based business models. The S4 is looking at “output” and other models that match efficiency rather than time.
Sorrel said the industry is entering a “new golden age” of advertising. It is based on visualization, personalization, AI generation efficiency, and “expanding knowledge across the organization.”
