A Manchester-based video production company warns companies against using generative AI in branding videos, but the concerns are justified.
Artificial intelligence (AI) has been a hot topic since the November 2022 release of ChatGPT, an Open AI chatbot. As more sophisticated tools emerge, the creative industry is no stranger to the fascination of these generative AI tools and is committed to creating its own. Engaging content in just a few words. Industry giants such as Adobe have also adopted the much-touted Firefly software, working to develop AI-based tools to simplify tasks such as video production.
Nonetheless, video production experts at Eight Engines question the role of AI in the industry.
“AI is an exciting development with many potential uses, but it cannot replace human creativity and emotion, which drives sales, brand image and audience response. That’s why marketing generates such a high return on investment,” explained Jack, director of the company and a seasoned video production expert in Manchester.
In fact, a report conducted by the University of Southern California highlights the importance of emotion in video production. Research shows that emotional video ads are successful 31% of the time, while rational content only leads to purchases 16% of the time.
Emotions play a vital role in effective video production, as the most memorable videos elicit an emotional response from your audience. But right now, AI can’t fully understand and communicate human emotions (at least not yet).
Existing AI tools like ChatGPT lack the ability to capture human emotions, resulting in callous, emotionless, and oh-so-robotic output.
Eight Engines also highlights the lack of originality in AI-generated video production.
“AI video lacks originality or quality. Software like DALL.E requires significant human input to generate something remotely realistic. The video is choppy and looks like a flipbook, and AI has a long way to go before it can match high-quality human-made video.”
Indeed, AI cannot generate truly original content. These tools are trained on hundreds of examples of human-made art and simply rethink these works. As a result, the output lacks originality, and when used in video production, results are uninspiring and flat.
Incorporating AI into video production may not be the best approach at this time.
However, there is a solution.
Eight Engines offers authentic high quality video production in Manchester and the surrounding area. Their friendly team helps clients develop original ideas and produce videos to the highest standards, ensuring that their branding is a true reflection of their corporate identity.
