OpenAI, the creators of the popular ChatGPT artificial intelligence language processing chatbot, recently announced a game-changing new AI model, facilitating text-to-video content creation. The model, named Sora, is able to create realistic and complex video scenes, featuring multiple characters, dynamic backgrounds and specific types of movement.
The emergence of text-to-video AI models has led to understandable excitement, especially among those who will benefit from easier and faster content creation for advertising and marketing purposes. However, it is also essential to understand some of the possible drawbacks of the AI video content creation technology too. In this article, we explore the good and bad of using it to create video content.
Benefits of AI Video Content
First, it is important to understand the benefits of text-to-video AI models and why there is such excitement.
1. Quick and Easy Content Creation
A major benefit associated with the introduction of text-to-video AI models, like Sora, is the ease and speed with which video content will be able to be created. The basic process involves entering simple text instructions, much like the main ChatGPT system, with AI then outputting a video that matches the prompts.
Having the tools to easily create video content can provide a huge boost to marketers, because this content is in demand and highly effective. In fact, 92% of marketers told Wyzowl’s State of Video Marketing survey they get a good ROI from video content — an all-time high percentage since the company started its surveys in 2015.
2. Democratisation of Video Content Creation
As Chinyere Farr-Douglas, Social Media Manager at Channel Factory, explains in an article published on LinkedIn, one of the big plus points associated with text-to-video AI is the democratisation of video content creation. Essentially, anyone will have the capability of creating video content, without the need for filming and editing equipment, or specialist knowledge.
This will provide more people with the opportunity to share unique stories and perspectives, promote ideas and reach audiences with professional-grade video content. It could also provide individuals and small businesses with capabilities that would previously have been restricted to those with the financial resources to employ experts.
3. Potential for Personalisation
Another significant benefit AI video content creation can provide is the ability to personalise video content quickly and effortlessly. For example, a business could create a video that specifically targets individual customers, with characters in the video referring to them by name, or with their name appearing in a scene of the video.
According to research carried out by Econsultancy and Google, 90% of leading marketing professionals say that personalisation significantly contributes to business profitability. Having access to another tool for creating personalised content can help businesses to target high-value customers and boost their conversion rates.
Drawbacks of AI Video Content
While there are clear positives associated with using AI to create videos, it is worth looking at the drawbacks too.
1. The Lack of a Human Touch
A particularly common complaint when dealing with AI for any content creation is the lack of an authentic human touch. There is a growing sense that people are becoming wise to AI, better at detecting its use and that there are some negative connotations associated with using it to create content. This is likely to extend to video content.
The lack of a human touch may also work against marketers on a more technical level, especially in the long run. In response to the rise of AI-generated written content, Google released its helpful content update, which it said was designed to adjust the Google algorithms to prioritise content that is written “by people, for people”. It stands to reason that similar algorithms may be developed by Google and other key platforms to prioritise human video creations as well.
2. Misinformation and Risk of Damaging Trust
Another possible drawback of using AI to create content videos is related to the rise of misinformation. For instance, the use of deepfake technology has led to some serious concerns about the ethics of AI’s use with video content.
One particularly high-profile incident saw a number of celebrities, including Oprah Winfrey, criticise the use of AI deepfake technology, which falsely gave the impression they had endorsed a controversial self-help course.
While OpenAI’s new platform does not use deepfake technology, it does potentially provide brands with opportunities to engage in misinformation campaigns, which could further erode public trust in AI technology and also video content in general.
3. Concerns About Quality Control
Finally, there are some understandable concerns that the ease with which video content can be created using AI will lead to a point where the market experiences an influx of low-quality videos. This could, in turn, lead to a situation where the average quality level for video marketing is reduced, making the medium less engaging and less effective.
Some have also raised concerns about the impact the technology could have on professional video editors and videographers. While non-specialists will have more opportunities to create video content themselves, this could result in a new reality, where skilled professionals are driven out of their industry. As a result, they will not be there when they are needed for more complex projects, which really do require direct human involvement.
The Last Word
OpenAI has unveiled its text-to-video AI platform and the technology is creating a buzz for its potential uses in advertising. The major benefit is that the platform will make it easier for people who do not possess specialist skills and knowledge to create video content. This means that the ai video content creation process will also be extremely fast and cost-effective.
Nevertheless, the technology needs to be used responsibly, with an appreciation for some of the drawbacks too. Without due care, the influx of AI videos could offset the quality of marketing videos and impact the effectiveness of the medium. There are also ethical worries, and concerns about customers detecting the lack of an authentic human touch and the potential for distortion of the truth, which will affect trust in brand content.