A video production company based in Manchester is raising concerns about the use of generative AI in branding videos, and their warnings are not without merit.
Artificial intelligence (AI) has been making headlines ever since Open AI introduced their chatbot, ChatGPT, in November 2022. With the continuous emergence of advanced AI tools, some more effective than others, the creative industry has also embraced generative AI tools that claim to create original and engaging content with just a few words. Industry giants like Adobe have ventured into developing AI-based tools to simplify tasks like video production, and the recent release of their “revolutionary” Firefly Software is evidence of AI causing a stir in the industry.
However, video production experts at Eight Engines are questioning the advent of AI in their field.
“While AI is an exciting advancement with many potential applications, it simply cannot replace human creativity or evoke genuine emotion. Emotion is what drives sales, shapes brand image, and elicits reactions. This is precisely why video marketing yields such a high return on investment,” remarked Jack, the director of the company and a video production expert in Manchester.
In fact, according to a report by the University of Southern California, emotion plays a crucial role in video production. The study reveals that emotional video advertisements achieve a success rate of 31%, while rational content results in purchase only 16% of the time.
Emotion is essential for effective video production—the most memorable videos are those that elicit an emotional response from viewers. However, conveying emotion is a challenge for current AI tools like ChatGPT, as they are unable to fully comprehend human emotions. Consequently, the output is often perceived as cold, devoid of emotion, and, well… robotic.
Eight Engines also highlights the lack of originality in AI-generated videos.
“AI-produced videos lack originality and quality. Software such as DALL.E requires extensive human input before it can generate something remotely realistic. Frequently, the resulting videos appear laggy and resemble flip-books rather than high-quality productions. AI still has a long way to go before it can compete with the creativity and craftsmanship of human-made videos.”
Indeed, AI cannot create original content. These tools are trained on numerous examples of art created by humans, and they simply reinterpret these works. Consequently, the output lacks originality, resulting in uninspiring and flat video content.
For now, it seems that incorporating AI into video production may not yield desirable outcomes.
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.
