AI has a multitude of use cases in video production, but should it be used in corporate video?
Video production is a constantly changing industry, and corporate videos have always reflected that by becoming more robust, high-quality and inventive. With AI further changing the way we create and consume video content, commissioning a corporate video has undoubtedly changed too – but within an area where professionalism, authenticity and responsibility are crucial, when and where should AI be implemented? Should it solely be used in the planning stages, or is it acceptable in final deliverables? As a forward-focused company, we are always looking to embrace the newest technology, and encourage clients who want to use AI to do so – with a few exceptions. In this article, we’ll dive into what you need to consider to implement this new tech effectively.
Production VS Final Deliverables
Unless AI-generated content is commercially safe – whether from an internally trained model or a software that offers commercially safe work, then its inclusion is final deliverables a definite no. Even disregarding the legal issues, the tech is still hard to direct – meaning there would be multiple inconsistencies between shots, which would not only cause confusion but dilute your brand identity, too. Instead, we believe AI excels when it comes to planning, efficiency and analysis. At Synima, we welcome clients who are curious about incorporating the tech into their workflow and help them do so in the most beneficial way. From helping you generate ideas, to speeding up tedious tasks like colour matching and script breakdowns, to supporting your understanding of your brand audience through predictive insights, AI can certainly improve the production of your corporate video.
At Synima, we welcome clients who are curious about incorporating the tech into their workflow
Transparency
As the discussion about AI for corporate training & learning (for example) heats up, more than ever, customers are favoring brands that are transparent with their business decisions – seen in the rising preference for user-generated content and the curating of more personal brand connections. If you do decide to use AI, you should absolutely be honest about this, especially when used in final deliverables. Unless specifically requested, we only use the technology to speed up otherwise laborious and expensive processes, allowing us to put care into the more nuanced, creative details that make a video unique and truly on-brand. Sharing with customers that a video was AI-assisted is especially important when it comes to the promotion of products or services where accuracy and honesty are a requirement. As long as you are open about its use and how its inclusion is a help to customers – whether that's by getting more engaging explainer videos out there quicker or by presenting a product in a new light, then you can harness the benefits of AI whilst remaining credible and transparent.
Environmental and Ethical
Jumping off from the discussion of higher customer expectations when it comes to a brand’s social and environmental responsibilities, even production-level use of AI should be used with caution and discernment and it’s important to to benchmark AI video success where they are used. of course, like anything that relies on limited resources, overuse of AI can be environmentally taxing, especially when it comes to more intensive operations like video generation. If you are to use it within your corporate videos, you should do so sparingly: for example, to jumpstart your brainstorming session rather than direct it, or to supplement your editing stage rather than do all the work. Unfortunately, AI also struggles with bias, so be sure to keep a keen eye on what ideas, characters and stereotypes it is producing. If you use the tool to completely come up with your video ideas, you will only reinforce stereotypes and limit your message, perhaps even isolating a large chunk of your target audience. Only when used as a tool, with humans directing and thoughtfully checking it at every stage, can AI truly shine.
Here at Synima, we help clients integrate AI with full transparency. If you’re looking for advice on AI or are looking for a video production company to partner with who integrate the technology, feel free to contact us at [email protected].