Imagine creating a video without writing a script or picking up a camera.
Thanks to new artificial intelligence (AI) and machine learning (ML) tools, it’s not only possible, it’s already happening. Generative AI uses existing content like audio, video, and text to generate original content. In this case, video marketers can automate many stages of the process — like scripting, editing, and transcription — in a matter of seconds.The ability to create videos in record time is an obvious benefit of using AI. But for Lavigne, it’s more than just saving time. It also has the potential to push the creative envelope. “For me, AI is opening the door to new ideas, new executions, and new visuals that I may not have come up with on my own. It’s expanding my creative palette, not just saving me time,” he told me.
For me, AI is opening the door to new ideas, new executions, and new visuals that I may not have come up with on my own. It’s expanding my creative palette, not just saving me time.
How AI Can Power Your Next Video
1. Ideation and Script Writing
For most video marketers, the hardest part of the process is coming up with a great idea, followed by a compelling script. For Lavigne, using AI for scriptwriting has been a game-changer. Specifically, he uses ChatGPT to create a framework. “I can input a prompt and get an incredible starting point to take me from zero to 100. I can input how long I want the video to be, how detailed I want it to be, and what style of video I want it to be. The results are quite remarkable when you prompt it with the right things,” he told me. For example, you can prompt ChatGPT to write an ad in the style of an info-mercial or a TikTok video. You can even request a specific tone, such as funny or academic.
However, Lavigne is quick to caution against simply copying and pasting AI-generated content.
“AI can give you a rough edit, but you still need to add your perspective, personality, or brand touch. It’s not as simple as inputing a prompt and pasting the output into your marketing efforts. You’re missing a huge opportunity if you treat AI in that regard,” he says.
2. Video Editing
At Wistia, Lavigne has been exploring different AI tools in the post-production stage. One of these tools is Runway Al, which can quickly remove objects from the background of a video. Historically, this would be a time-consuming process that involves moving frame-by-frame to trace it out. Now, AI can do the heavy lifting. Another tool Lavigne uses is Descript, which transcribes raw footage into text within minutes. This allows him to edit and rearrange video content without the need to constantly pause and rewind. Turning raw footage into a final product takes a lot of time — but AI tools can streamline the process. As Lavigne puts it, “When you find the use case that you can use this software for, it blows your mind how much time you can possibly save. It gets me excited for where these tools are going in the future.”
3. Video Production
While artificial intelligence is remarkable, it does have its limitations in terms of video production. Lavigne gives the example of human avatars. Yes, they look like humans. They talk like humans. But they’re not human enough to be believable. He told me, “There’s no substitute for shooting a real human being. AI has yet to replicate the image or likeness of humans, or the emotions they have on their face. That’s not to say it will never change. But currently, it’s a huge limitation in the world of production.” This leads us to an important point: AI is not a perfect solution for everything. While it can assist in other areas in the production stage — like creating B-roll — you need to know when to use this technology, and when it’s better to do things the old-fashioned way.
