There’s no question about the advancement of Artificial Intelligence over the last few years. You don’t have to delve too deep into the bottomless pit of the internet to find doom-mongers spewing ‘end of the world’ rhetoric and general discontent about the impending AI revolution. But is there any truth to their fears? And if so, where will the impacts be felt most? Which industries? Which services and sectors? Will it really be the end of life as we know it? Perhaps, but the reality is we don’t really know. What we do know is that some industries are already facing huge change, especially those in entertainment and content marketing.
Hollywood has openly expressed concern about the ways in which AI development will change the way films are written and produced. Writers understandably feel concerned about the threat to their livelihoods when the ominous presence of AI is ever looming over their shoulders. After all, why would a production company pay for a writer when they can utilise the infinite memory bank of AI to churn out a perfectly good B movie script. Well, therein lies the problem, are they really any good?
In this article we’ll take a brief look at the ways in which AI technology is shaking up the video production industry and the realistic consequences of its unstoppable development.
How did AI and Video Production Begin?
The intersection of AI and video production has evolved significantly over time. It began with relatively simple applications focused on automating repetitive tasks and enhancing workflow efficiency. However, over the last few years specifically, AI has developed into a creative force capable of far more complex and intricate functions.
Getting Things Done Faster
At first, AI helped in doing repetitive tasks like converting videos into different formats or organizing them. An often overlooked part of the video production process is the logistical side of organising data, so the development of a technology capable of simplifying this process saved huge amounts of time.
Recognizing Stuff in Videos
As AI got better at understanding what’s in videos, it could do things like automatically finding different scenes or tracking objects or faces with remarkable accuracy and speed, revolutionizing the way video content is analysed, edited, and personalized. This advancement enables a wide range of applications, from automating tedious editing tasks to enhancing security surveillance systems and improving user experiences in video streaming platforms.
Making and Improving Videos
AI progressed by actually starting to make videos better rather than simply making the life of video production companies easier. It could edit videos automatically or even make low quality videos look better through sophisticated algorithms. By analysing and enhancing various aspects such as colour correction, image stabilization, and noise reduction, AI algorithms can transform raw footage into polished, professional-looking content.
Reacting Quickly and Making Things Interactive
From simple repetitive tasks to complex visual effects, AI has come a long way. In fact AI can work super fast and even change things in videos as you’re watching them. This makes interactive experiences like virtual reality more realistic. AI can do some really neat things like swapping faces in videos or creating realistic special effects.
The Role of AI in Video Production Today
Pre-Production – Scripting and Conceptualisation
Scriptbook, Storyboarder and Adobe Aero are just three of a handful of pre-production tools currently used. They’ve collectively had a large impact in the fields of script analysis, storyboarding, and pre-visualization, which left to human ability can become hugely time consuming. Scriptbook has the power to analyse scripts to provide insights on character development, sentiment analysis, and plot structures. AI-powered storyboarding tools such as Storyboarder can automatically generate visual representations of scenes based on script inputs, streamlining visualization and planning. Castifi is an AI powered casting platform that streamlines the casting process. The actors you see on screen in the future could be handpicked by computers not humans!
Production – Camera, Monitoring and Image Creation
Red Camera DSMC2, KOMODO and Sony Alpha are three examples of modern camera systems utilising AI driven autofocus technologies on set. The Teradek RT and Small HD cine 7 and cine 13 are just a few examples of monitoring systems using AI that aid in camera tracking, shot composition, and real-time feedback. AI-powered camera tracking systems can analyse camera movements and automatically adjust focus, exposure, and framing which comes in specifically handy for modern cinematographers shooting with huge time constraints. Real-time feedback tools provide instant analysis of footage, allowing directors and cinematographers to make adjustments on the fly at a moments notice.
Post-Production – Editing, Colour Correction and Sound Design
Three of the most commonly used pieces of software in the post-production process are Adobe Premiere Pro, Davinci Resolve and Avid Media Composer. Each utilises AI post-production tools for editing, sound design and visual effects. These automated editing tools leverage AI algorithms to analyse footage and generate cuts. These handy shortcuts save editors huge amounts of time and have only really been possible with the advancements of the recent years. AI-driven colour grading software such as Davinci Resolve has enhanced the colour correction and grading process, helping with image consistency and the overall ‘feel’ of a project. Additionally, AI-powered visual effects tools have automated processes such as rotoscoping, compositing, and motion tracking, again saving both money and time.
Has Video Creativity Improved?
A more contentious point and topic would be around the advancement of creativity. There are certainly arguments to be had on both sides. Those arguing for improved creativity might suggest AI stimulates creativity by providing new tools and techniques for visual storytelling. For example, AI-driven content generation tools can inspire ideas and spark creativity by suggesting alternative scenes, dialogue, or plot twists based on existing content.
Has Video Quality Improved?
Again, another highly contentious talking point surrounding AI is related to quality. Some would argue AI improves the quality of video production by enhancing various aspects such as image stabilization, noise reduction, and visual effects. But how does this translate to quality in relation to original ideas and true creative innovation?
Can AI Create Truly Original Ideas?
As of now, it is broadly accepted that AI is not capable of creating truly original ideas in the same way that humans do. While AI algorithms can generate content based on patterns learned from existing data, they lack the capacity for abstract thinking, intuition, and genuine creativity that humans possess. Additionally, AI-generated content often lacks the context, emotional intelligence, and subjective understanding that humans bring to the creative process. While AI can mimic certain aspects of human creativity, such as composing music or generating art, it does so through statistical analysis and pattern matching rather than genuine inspiration or insight.
That being said, AI has the potential to augment and enhance human creativity by providing new tools, insights, and inspirations. For example, AI-powered brainstorming tools can suggest ideas or combinations that humans may not have considered, sparking new avenues of exploration and innovation. However, the core essence of originality and creativity remains uniquely human and is unlikely to be replicated by AI alone.
While it seems unlikely AI will completely dismantle the creative aspect of the video production industry any time soon, that certainly doesn’t diminish its unquestionable contribution to the sector in terms of tools.
Welcome, Sora. (and quite a few others)
Open AI introduced SORA back in February 2024. In their own words, ‘Sora is an AI model that can create realistic and imaginative scenes from text instructions’. So what does this mean and how is it different to the types of AI utilised in the video production process that we’ve already discussed?
For companies and brands looking to utilise video content into their marketing campaigns, this type of AI advancement can be a game changer. These industries often rely on stock footage or b roll to showcase simple video concepts, but they still require the skillset and knowledge of splicing shots together in coherent ways, along with a basic understanding of editing software etc. Sora’s ability to generate video through simple text commands realistically negates the need for any fundamental understanding of the video process. And it’s not the only one.
Synthesia
Pictory
Runway
Synthesia produces video content through text command with the ability to show avatars who engage with voiceover. Pictory does much the same, as does Runway, as do many other new innovative AI companies looking to get their foot in the video production door.
Can AI Generated Video Compete?
This is the fundamental question of the day. It’s undeniable that the image of the Woolly Mammoth above is certainly visually striking. As far as imagery goes its crisp and does exactly what I imagine the text that generated it wanted it to do. But these AI programs have their limitations. There is an unnatural element to the physics involved in these videos that is yet to be resolved. Movements can seem off, and creating long form content with consistent visuals is not yet possible.
Are the limitations of such AI programs a serious concern for people wanting to use platforms such as Sora? I don’t think so. For small businesses or corporations looking for easy content Sora will work well. But for companies wanting high quality, engaging and specifically tailored content, they will need to look to their human counterparts.
Regardless, the technology behind these AI platforms will surely only get better, thus the resulting imagery will improve and more people will adopt them for their individual needs. But we’re not quite there yet.
Should the Video Production Industry Fear for it’s Survival?
The Video Production industry needn’t worry just yet. While screenwriter’s in Hollywood may have a bit more competition now, they won’t be going out of business anytime soon, nor will production companies creating high-end content. While AI has proven a worthy contributor to a vastly technical and competitive industry, it is simply lacking in the most basic of human characteristics that allowed the Shakespeare’s of the day to create truly unique, compelling and vastly imaginative art. Fundamentally the ability of humans to think beyond what has already been done, allows for the creation of innovative and emotionally engaging content that AI is yet to achieve. Has the Video Production industry benefitted from AI? Absolutely. Will it continue to benefit? Absolutely. But until AI is able to untie itself from its current restrictions, the competition remains human vs human.
