How creatives can utilise AI to support each stage of the video production pipeline to spark new ideas, automate tedious processes and streamline their entire workflow.
Artificial Intelligence is transforming multiple aspects of traditional video production into AI video production services – from voice acting, script writing, editing and image generation. It’s moving very quickly and a future with AI in creative design looks certain.
Already today, when used as a co-pilot tool, creatives can streamline their artistic process by speeding up tedious tasks and dedicating more time to the work they love. While AI is altering much of video production, the underlying structure remains the same, that is, getting to know a client, brainstorming and then expanding on ideas together, and using a skilful eye to decide what techniques to use in order to create authentic, high-quality video. Here’s how creatives can incorporate AI at each stage of the video production pipeline:
Pre Production
A strong video relies on a strong foundation, with clear direction and the client’s goals at the forefront, and AI can help by supporting idea generation during the pre-production phase. Instead of a blank page, AI can give suggestions and prompts for creatives to bounce from – or instead of letting a creative spark fizzle away, AI can instantly visualise that brilliant idea you just had, allowing people to add their own input just as quick. The ability to generate high-quality, finalised images and text instantly can be detrimental when used in place of the brainstorming stage, however, as we lose a vital part of the pre-production process. The momentum AI brings is great, but it can’t replicate the ability to understand a client’s identity and create an authentic message in turn. Building a connection with your client not only allows genuine personalisation and novel ideas, but bouncing ideas around allows your plan to evolve into something better each time.
Production
AI is mostly absent from the production phase, as most live video in advertising requires the use of real footage. People want to see the actual product they’re buying, or dive behind the scenes and connect with the people behind a company. What AI can do however is fill in the gaps. If your message needs further clarity but you don’t have the footage for it, there’s no need to worry about rescheduling a shoot, booking the location again and hoping the actors are available – AI can serve as B-roll footage or extend the footage you already have. Or, if there’s a busy CEO you want to interview, AI tools such as Synthesia can create an avatar that delivers the script instead.
Post Production
AI serves multiple purposes in post-production by speeding up tedious tasks and fixing up errors made at the production stage. Generative Expand for example, an AI tool made by Adobe, can extend a shot that was filmed too tight by using a predictive algorithm. Or if there’s some distracting white noise over an interview, AI can help to clean that up too and deliver sharp, quality audio instantly. Whether its colour correcting, compositing, balancing audio levels or adding transitions, AI is there to assist you. But with any tool that delivers immediate changes, there must be intention behind each edit. Only you can know whether the colour grading reflects the mood your client wants or if the transitions should be bolder or subtler. By using AI as a productive tool rather than a replacement for the post-production stage, you’ll create robust video content with the personal details and insightful finishing touches needed to make your clients idea shine.
If you would like to learn more about how an AI video production company uses this new technology and how creatives can collaborate and transform their AI-enhanced post-production workflows with it, feel free to contact our London creative team at [email protected]