Left and right brain functions
How can AI transform the art and science of storytelling? To understand better, I spoke with Lynn Girotto, CMO of Vimeo, where she serves a community of over 300 million directors, marketers, and content creators.
Girotto believes, “AI makes art and business easier by giving people the confidence to share their ideas in an efficient and engaging way. Whether it's a director making a grassroots film, a small business creating its first product walkthrough, or a CEO giving a company-wide address, everyone should feel able to express themselves visually.”
More videos are being produced every day, while people's attention spans are becoming shorter and shorter. I contribute to a tight-knit community of creators who are constantly working to break through the noise during this “attention crisis.” Everyone is making videos for their own unique purpose: influencers and small businesses, filmmakers and corporate marketers, Gen Z and millennials.
So, similar to the evolution of mobile websites 10 years ago, I strongly believe that AI is a “nice to have” in the short term and a “necessity” in the long term. The beauty of AI is that it handles the back-end execution, allowing creative teams to focus on ideation. If you're stuck, just type in a prompt and inspiration will come and help you overcome “writer's block.”
Creative teams can't rely entirely on tools to tell their story, whether it's generative AI or another technology that will come in the future. AI is just a tool to reduce the time and skill required to tell a story.”
To understand how this works, Girotto shares the story of Jake Olson, an “emerging” director who uses AI to craft compelling stories and build brands. He has worked with RL Grimes and Airbnb, proving that “generative AI is reimagining the art of storytelling in video production by solving three things that hold creators back: time, skill, and confidence. While there are differing opinions on whether AI will support or replace creators, Jake's work really proves that generative AI and human creativity can blend seamlessly.”
While AI presents great opportunities for marketers, it also brings some risks, including potential job losses, a loss of the “human touch” in brand-consumer interactions, and the difficulty of balancing data-driven decision-making with creativity, according to Girotto. As he points out, “marketers will ultimately need to stay informed of the latest advancements, use AI as a complementary tool to avoid dependency, and educate themselves on how to navigate these risks effectively.”
To mitigate these risks, Girotto suggests that “brands and companies should prioritize ethical AI from the top down. Executives should clearly communicate to employees if and how AI is being used, maintain transparency around data processing through various trainings and town hall meetings, and ensure a human touch in all customer interactions at all levels. Additionally, staying informed about industry regulations and adapting strategies accordingly is essential to protecting a brand's reputation.”
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