A video production company based in Manchester is cautioning businesses about the use of generative AI in their branding videos, and their concerns are justified.
Artificial intelligence (AI) has been making headlines since the release of Open AI’s chatbot, ChatGPT, in November 2022. As more advanced tools emerge, the creative industry has not been immune to the allure of these generative AI tools, promising to create original and engaging content with just a few words. Industry giants like Adobe have also ventured into developing AI-based tools to simplify tasks such as video production, with the introduction of their highly touted Firefly Software.
Nevertheless, video production experts at Eight Engines are questioning the role of AI in the industry.
“While AI is an exciting development with numerous potential applications, it cannot replace human creativity and emotion. Emotion is the driving force behind sales, brand image, and audience reactions. This is precisely why video marketing yields such a high return on investment,” explained Jack, the director of the company and a seasoned video production expert in Manchester.
In fact, a report conducted by the University of Southern California emphasises the significance of emotion in video production. According to the research, emotional video advertisements achieve success 31% of the time, while only 16% of rational content leads to a purchase.
Emotion plays a pivotal role in effective video production, as the most memorable videos are those that elicit an emotional response from viewers. However, AI is currently unable to fully comprehend and convey human emotions (at least, not yet).
Existing AI tools like ChatGPT fall short in their ability to grasp human emotion, resulting in output that is cold, devoid of feeling, and, well… robotic.
Eight Engines also highlights the lack of originality in AI-generated video production.
“AI videos lack originality and quality. Software like DALL.E requires significant human input to generate anything remotely realistic. Often, the produced videos appear choppy and resemble flip-books of pictures. AI still has a long way to go before it can rival high-quality videos created by human hands.”
Indeed, AI cannot generate truly original content. These tools are trained on hundreds of examples of human-produced art and merely reimagine these pieces. Consequently, the output lacks originality, leading to uninspired and flat results when used for video production.
For now, incorporating AI into video production may not be the best approach.
However, there is a solution.
Eight Engines offers genuine, high-quality video production in Manchester and the surrounding areas. Their friendly team can assist clients in developing original ideas and producing videos to the highest standards, ensuring that their branding truly reflects their company’s identity.
