AI is all around us today, and much of the content we are exposed to, whether we know it or not, is being created, produced and delivered using AI, especially video content. The next time you see a video production ad on YouTube, if it feels targeted to you, or maybe just seems too good to be true, there’s a good chance that AI helped develop the experience for you.
With our growing hyper-attention deficit, video content has become one of the most powerful tools in the arsenal of businesses looking to connect with their audience. But how can you create engaging video content at scale, without going broke?
Is AI-generated content a fit for your video production strategy? Wondering how Indian brands are already using it? Find out here.
The Role of AI in Video Production
AI can be helpful in almost every stage of the video production process, from coming up with ideas to post-production. It can automate mundane work, analyze data, write scripts and even generate visuals. Here’s how.
1. Pre-Production: Idea Generation and Scriptwriting
Among them, ideation and scriptwriting are the most labor-intensive. Copy.ai or ChatGPT can extract the content trend, the best ones, user feedback, and so on to generate new video ideas or scripts. Based on the mass data sources, the AI is able to figure out better angles, tones, and formats for videos to get higher audience attention.
2. Video Editing – Automating the Cutting Room Floor
Manually editing videos, even with the aid of digital tools, can be time-consuming – requiring hours of painstaking work. Artificial intelligence means that work is increasingly being automated; for example, when understanding a series of shots into a scene, correcting color, or even the creative impulse of sound design. To that end, tools such as Adobe Premiere Pro’s Sensei AI or RunwayML examine a webcam feed or clips from a hard drive, and suggest the best edit points, dissolves and effects.
3. Personalization – Tailoring Content for Different Audiences
But now personalisation in video is far from a ‘nice-to-have’ and is instead an absolute must. AI can be applied to a huge range of video edits from changing the language within the video to altering the images and messaging to suit different genders or demographics to changing the color palette to suit different seasons, something that’s particularly relevant for the fashion industry.
4. Post-Production – Enhancing Video with AI
And in post-production, AI is supporting filmmaking, mainly in the quest to improve video quality. Thanks to AI tools, low-quality low-resolution footage can be upscaled and audio can be enhanced to a high-quality production. Deep learning models can remove noise from audio, balance the lighting in frames in real time and even add subtitles automatically.
Let’s Take Real-World Examples from Indian Brands
1. Zomato
For instance, the food delivery unicorn Zomato uses AI to analyze consumer behavior and taste; it integrates an AI-powered content engine that allows it to develop highly localized video ads. If you’re in Delhi, the video might be about the best butter chicken places; if you’re in Bengaluru, it might be about the best dosa joints. This kind of personalisation is achieved through AI algorithms, trained on data – and then learning from user interactions – to devise recommendations to improve the user experience.
2. Flipkart
Flipkart is using AI-generated videos for product demos that are integrated into its e-commerce platform. These videos are automatically created by Flipkart AI systems, rather than having to make them each time for different products, which saves time and money. For instance, Flipkart’s videos are customized according to your past browsing history, which means that the resulting content is also relevant to your interests.
3. Tata Motors
One of the pioneers of this form of AI-produced, attentively personalized video content has been Tata Motors, an Indian multinational automotive manufacturing company. The company has been using AI to identify car buyers who show interest in the company’s cars but haven’t taken the plunge to purchase one yet.
Benefits of AI-Generated Video Content
AI-generated video is not just a trend. It’s also a scale advantage for brands that want to be more efficient about executing their marketing concepts. Here’s why:
- Cost Efficiency: AI has cut down on the need for large production teams; it writes scripts, edits videos and so on.
- Quickness: a human team writing this script would take much longer than the few minutes it took the AI to create it. This quick turnaround is one reason why brands are creating more video content now than ever. Speed is instrumental in providing messaging that is relevant and immediately necessary.
- Personalisation at scale: instead of shooting multiple versions of the same video, one each for a different audience, AI allows you to produce personalized content for each of these segments.
- Data-Driven Insights: Content can be improved to increase engagement and conversion using AI that analyzes user data.
Challenges to Consider
Even though there are many advantages to using AI, it also has some shortcomings. Here are some of its limitations:
- Creative constraints: it takes human creators to solve problems with creative flair, not just raw productivity. As a result, some content will feel inauthentic, overly formulaic or emotionally tinged, even if it is created by software.
- Data Privacy Fears: a lot of AI systems rely on collecting data from users for personalisation, which could prompt fears about data privacy. India, for instance, has still-evolving data laws.
- High Initial Setup Costs: You can make money in the long-run with AI, but the initial expense of your AI tools or infrastructure may be steep.
Conclusion
When the video still reigns supreme, AI will be the quiet revolution that’s changing the way your brand creates, produces and distributes its content. Startups and well-established brands alike can get an edge on the competition by using AI-written content to streamline the video-production process.
Whether it’s automated video editing or smarter personalisation that delivers the right content to the right person at the right time, AI will be the newest and best way to produce video faster, smarter and better than ever before.
Here at Reset Media we help Indian brands scale their content strategies with our bespoke AI solutions for video production, bringing hyper-personalisation and post-production automation to the table.