The tide has turned on AI in video recently. There’s been great scepticism about whether AI can match the quality of traditional video, and whether it’s ethical to use.
But the introduction of Google Flow, the tech giant’s new tool generating AI video which is almost on par with human made content in some areas, has changed the conversation. It’s a daunting development which needs to be managed carefully, but it offers firms with tight budgets endless creative opportunities which they’d never otherwise have been able to access.
Despite the risks, AI is going to play an increasingly important role in video production, so it’s better for firms to embrace it early, and use it to their creative advantage.
The Gold Standard: Human Produced Video
However effective AI video tools like Google Flow are, it’s important to note that human produced video remains and always will be the gold standard.
AI video shouldn’t be seen as a replacement for manmade content – it’s a completely alternative method of production and should be used by those who don’t have the budgets required to film to create simple video content.
For major projects, and those which are especially creative or people-focussed, human produced video remains the gold standard.
How to use AI Video Tools Effectively
So how should we be using tools like Google Flow?
The key is to keep things simple – trying to recreate a piece of content which has been filmed and edited by a crew of hundreds of people won’t be possible. But a short piece of footage of a landscape or generic activity will be much easier to replicate.
Make your prompts specific and detailed, and ensure you give direction as to how you want your creation to look, not just what you want it to show. This should deliver excellent quality content which is cohesive with your wider brand.
It’s important for firms to use video content. Across platforms, it’s the format which users engage with most, so while it can be time consuming and expensive to produce, video is undoubtedly the best medium for capturing eyeballs. The emergence of AI tools like Flow will lower the barriers to entry.
How to use AI Video Ethically
It’s important that viewers are aware when they’re watching AI content, so if you use AI footage this should be made clear in your video or its caption.
There’s nothing wrong with using AI footage – as it becomes more widespread we will no doubt see any taboos around around it fade – but it’s important to ensure that you’re being clear with your stakeholders to prevent a loss of trust.
AI offers exciting creative opportunities for business, opportunities we all need to grasp.
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