A Manchester-based video production company is sounding the alarm on the use of generative AI in branding videos, and their concerns are not unfounded.
Artificial Intelligence (AI) has been dominating headlines ever since OpenAI introduced their chatbot, ChatGPT, in November 2022. With more advanced AI tools hitting the web, the creative industry has also witnessed the emergence of generative AI tools claiming to create original and entertaining content from just a few words. Major industry players like Adobe have begun exploring AI-based tools to simplify video production, and the release of their new “revolutionary” Firefly Software has further amplified the buzz surrounding AI.
However, video production experts at Eight Engines are challenging the integration of AI in the industry.
“While AI is an exciting development with many potential applications, it cannot replace human creativity or 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,” explains Jack, the director of the company and a video production expert in Manchester.
In fact, a report by the University of Southern California highlights 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 results in purchases.
Emotion plays a critical role in effective video production, as the most memorable videos are those that evoke emotional responses from viewers. Unfortunately, AI is currently unable to convey emotion fully.
Current AI tools, including ChatGPT, struggle to comprehend human emotion and consequently fail to convey any sort of feeling. The output feels cold, devoid of emotion, and, well… robotic.
Furthermore, Eight Engines highlights the lack of originality in AI-produced videos.
“AI videos lack originality and quality. Software like DALL·E requires expert human input before it can generate anything remotely realistic. Often, the resulting videos are choppy and resemble flip-books. AI still has a long way to go before it can compete with high-quality, human-made videos.”
This observation holds true. AI cannot create truly original content; it is trained on countless examples of art produced by humans and merely reimagines these pieces. Consequently, relying on AI for video production leads to uninspired and lackluster outcomes.
For now, using AI in video production may not be the best approach.
Fortunately, there is an alternative.
Eight Engines offers genuine, high-quality video production in Manchester and the surrounding areas. Their friendly team can assist in developing original ideas and executing them to the highest standards, ensuring that your branding truly reflects your company’s vision.
