A Manchester-based video production company warns companies about the dangers of over-reliance on generative AI in branding videos.
Since Open AI launched ChatGPT in November 2022, AI has barely left the news headlines. More and more sophisticated tools are now hitting the web, and some are more useful than others, according to production company Eight Engines.
These tools claim to be able to create original and entertaining content with just a few word prompts, and leading companies like Adobe are focused on developing AI-based tools to facilitate video production and more. . With the release of the new “revolutionary” Firefly software, AI seems to be really causing a stir.
But video production experts at Eight Engines caution against the arrival of AI in the medical industry.
“AI is an exciting development and there are many things we can do to take advantage of it. But it cannot replace human creativity and emotion. That’s why it gives such a big return on investment,” said Jack Lee, the company’s creative director.
Emotion is one of the most important parts of video production, according to a recent report conducted by the University of Southern California. The study found that 31 percent of emotional video ads succeed, while only 16 percent of rational content leads to a purchase.
The Eight Engines team argues that lack of emotion is detrimental to effective video production, and that the most memorable videos elicit an emotional response from the audience. Emotions are something that cannot be conveyed to AI yet.
Lee also points out the lack of originality that is common in AI video production. “AI videos lack originality and quality. The video is delayed and looks like a flipbook, and AI has a long way to go before it can compete with high-quality artificial video,” asserted Lee.
His point is also valid. AI is now training on hundreds of examples of existing human-made art and reimagining these works to create “original” content. At least for now, the use of AI in creative production seems less than ideal, but with the speed of change in the industry, who knows what the future holds.
Eight Engines has created branded video content for clients such as TfGM, Wonder and Screen and Film School Manchester.
