How AI is changing the video production game

March 4, 2024
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AI & ML InsightsMarketing Trends
David Roman
How AI is changing the video production game

The demand for video content is enjoying explosive growth driven by the overwhelming popularity of social media platforms (5.04 billion active users in 2024) and the pervasive nature of streaming services such as YouTube. An estimated 3.5 billion global internet users consumed online video content regularly in 2023. This surge in demand has necessitated more efficient video production processes to meet the needs of audiences across various platforms.

Thanks to advancements in artificial intelligence (AI) technology, the field of video production is undergoing a revolution. Algorithms now offer innovative solutions to streamline workflows, enhance creativity, and improve the overall quality of video content.

From AI video generators to AI’s integration into different stages of the production process, let’s explore how AI-powered video production is revolutionising how we create and consume video content.

The introduction of AI into video production

Traditionally, video production processes are labour-intensive and time-consuming. It involves tiny villages of creative teams tasked with turning a concept on paper into a tangible reality through scripting, storyboarding, directing, producing, editing, and post-production work.

While a piece of video content might only take 10 minutes to watch, it likely took weeks or months to create behind the scenes. However, with the advent of AI, these processes have undergone a significant transformation. Now, similar 10-minute content can be created by a single person in a few minutes or hours using only a few prompts.

AI technologies are revolutionising the way videos are created, edited, and enhanced, introducing automation, efficiency, and a new level of creativity to the production workflow.

AI technologies reshaping video production

The rise of AI in video production can be attributed to various key technologies, with Generative Adversarial Networks (GANs) playing a pivotal role. GANs, a form of deep learning architecture consisting of two neural networks designed to compete against each other in a zero-sum framework to generate new data, have enabled the development of AI generators capable of creating realistic video content, thereby revolutionising the creation process. LLMs like ChatGPT and Midjourney are the result of GAN technology which can provide incredibly like-like creative content in seconds.

OpenAI’s most recent headline-grabbing release is Sora, considered the most advanced text-to-video tool on the planet. Sora is democratising the video production process, allowing non-technical users the ability to generate hyper-realistic video content like never before. The tool’s advanced simulation of the physical world and its advanced comprehension of languages result in the creation of highly detailed and realistic scenes from simple text prompts.

OpenAI’s trailer for Sora (Youtube)

Furthermore, the integration of AI into video editing software, such as Adobe Premiere Pro, has further enhanced editing capabilities, offering features like intelligent scene recognition and automated editing functionalities.

So just what areas of the traditional video production process is AI enhancing?

AI across different video production areas

AI’s impact extends across various areas of the video production process, including pre-production, production, and post-production.

AI in storyboarding and pre-production

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In the pre-production phase, AI has revolutionised the way scripts are written and storyboards are created. AI-powered tools can assist in scriptwriting by providing suggestions, generating ideas, and even acting as writing partners. It won’t be long until an algorithm is nominated for Best Screenplay at an Acadamy Awards ceremony – sorry, Sorkin.

Additionally, AI can streamline the storyboard creation process by automatically generating stills based on the script, eliminating the need for manual drawing. These AI-driven tools are particularly beneficial for low-budget and small business productions, enabling them to visualise their ideas more efficiently and effectively.

AI-driven video editing and post-production

Automated editing software powered by AI algorithms like Adobe Premiere Pro and Runway can analyse footage, identify key moments, and assemble them into a cohesive narrative, significantly reducing the time and effort required for manual editing.

Also, AI-supported sound editing tools are enhancing the quality of audio in videos, offering features like noise reduction, audio enhancement, and voice modulation. The latest tools such as Meta’s AudioCraft and Adobe’s Project Sound Lift are improving post-production efficiency and unlocking new levels of creativity, allowing creators to explore innovative editing techniques and storytelling approaches.

AI-powered editing tools are levelling the playing field for smaller productions, enabling them to achieve professional-quality results with limited resources. It’s now not a matter of budget but imagination that sets production teams apart.

AI in cinematography and visual effects

VFX shooting on a green screen

AI’s impact on cinematography and visual effects is transformative, revolutionising the way videos are filmed and enhanced. Tools like Sora can automate camera movements, adjust lighting conditions, and optimise scene composition, resulting in visually stunning footage without having to leave your desk. While these tools are impressive, they’re likely to be used primarily for b-roll footage.

AI-driven visual effects tools make high-quality effects more accessible to productions of all sizes, enabling filmmakers to create immersive visual experiences without the need for extensive resources or expertise. Soon, audiences won’t be able to discern between high- and low-budget productions thanks to the rapid advancements in GAN-powered AI generator tools.

Will AI replace humans in video production?

While AI plays a significant role in streamlining production processes, it’s important to understand the critical balance between AI and human creativity. AI tools are designed to augment rather than replace human input, serving as creative collaborators and enhancing the creative capabilities of human professionals.

Scriptwriters and cinematographers might understandably be concerned that AI is entering a traditionally human-centred creative space in an explosive fashion. But as with all technological advancements, the splash is usually louder on the surface: the deeper you penetrate what makes creativity unique will reveal there is no substitute for human conceptualisation. These are merely tools to break the barriers to entry – our imaginations are what will always be valued.

The future of video professionals in an AI-driven world lies in embracing these technologies and leveraging them to enhance their creative vision and storytelling abilities.

Some ethical considerations

Despite the idea that the essence of human creativity can never be replicated in binary, the introduction of AI into video production does present some ethical considerations.

Issues such as authenticity, deepfakes, and ethical usage of this powerful technology underscore the importance of responsible AI usage in video production. We’ve discussed the implications of irresponsible motives in the GenAI space regarding misinformation, identity fraud, and copyright and ownership laws.

Moreover, resistance from some video professionals towards adopting AI technologies highlights the challenges of artists resisting technological input into a creative domain. This also manifests in the difficulty or unwillingness of some professionals to work with new software, raising the need for comprehensive training and education initiatives to overcome these barriers.

The future of AI-generated video

There’s no doubt that the integration of AI into video production processes marks a significant milestone in the evolution of the industry. As AI continues to advance, its role in video production will only grow, reshaping the landscape and empowering creators with innovative tools and technologies.

Embracing AI responsibly holds the potential to enhance creativity, efficiency, and the overall quality of video content, paving the way for a future where innovation thrives, and storytelling reaches new heights.

But what about the preservation of human creativity? While these tools are currently used to augment creative processes, recent developments like Sora show that AI’s involvement in the creative space might be at risk of overstepping.

The question of whether this will ignite a creative revolution in video production creatives to establish their necessity in the industry or if we’re witnessing the last gasps of the traditional video production era remains to be seen. Watch this space.

David Roman

David is one of our marketing gurus. He loves working with content but has a good eye for marketing analytics as well. Creativity is what drives him, photography being one of his passions.

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