When AI Sparks Imagination in Video Content

A decade ago the video tech industry worked at a fixed bit rate for every video regardless of the type or theme of the content. Every video content went through manual editing that sometimes resulted in lengthy and tedious editing processes, poor resolution and consuming large volumes of bandwidth. In 2016, an algorithm was created that learned data values and concepts merely by analysing apt data samples fed by humans. While much has been achieved in over two decades from the marriage between technology and the video production industry, the birth of AI and ML has hastened the process further for video content creators. 

In time the AI automated integration made editing cheaper and enabled industries across sectors to embrace technology as an integral part of their brand and marketing strategies. One of the cornerstones was that it not only shook up the foundations of the broadcasting and video streaming efficacies but also demonstrated its capabilities in terms of predictions, trends and the possibility of lucrative RoI.

Going for minimum human intervention

Being almost autonomous with minimum human intervention, AI has been able to identify specific content and the market response to it and generate trending videos based on viewers’ interests. More and more brands understood the power of videos in their strategies simply because they found success in reaching a larger audience at a fraction of the cost, and the videos were far more engaging, dynamic and insightful. Storytelling in marketing is always a great connection to have with your customers and motivates them to experience your brand.

Anastasia Radzinskaya, an eight-year-old content creator going by the name “Like Nastya”, creates original child-oriented stories and role plays that are dubbed in several languages. With 79.12 billion views and 96.5 million Youtube subscribers, Forbes named Anastasia as “one of the world’s fastest-growing creators, thanks to videos in seven languages” in 2019, and she is the third highest-paid YouTuber in the world, with an estimated annual income of $18 million. Like Natsy launched her first-ever toy line designed by toy manufacturer Jazwares, in a partnership brokered by IMG, and an NFT collection with Gary Vaynerchuk’s VaynerNFT and with thriving followers on different platforms catapulted serious sales around the world. [source]

In time there has been a giant expansion of content creators who have delved into the ‘Meta’ space creating a need for inexhaustible content. Platforms like YouTube, TikTok and Meta employ AI-based algorithms that facilitate amateur users in creating dextrous content with top-notch editing advantages.

Recently Deep Nostalgia created lifelike movements using facial recognition, by training the algorithm with datasets of real people with different facial movements, in the end, users were amazed to see their forefathers or famous historical figures in motion. The AI algorithm recognised the pre-set video best fits to the still images. It garnered plenty of users because seeing ancestors in a video stimulation was not just exciting but also found a profound way to connect with the family tree. 

With the expansion of the digital horizon and immersive technology, there has been a cerebral move in the marketplace. Equipped with AI-integrated data most brands have embraced video technology to bridge the gap between retailers, supply chain partners and customer experience. The market is evolving at a revolutionary speed creating demand-based supply, and technology is the only constant that brings about sustenance and balance. Like Daniel Bell says, “Technology like art is a soaring exercise of the human imagination.”

How AI elevates video editing and delivers a superior customer experience?

The surge seen in the viewership of video content in the past decade, driven by evolving viewing options, has further intensified during the pandemic. Globally, video traffic comprised 80% of all consumer internet traffic in 2021, according to Cisco. Moreover, by 2023, the spend on video content is expected to grow to more than $100 billion, as per a recent Forrester report.

Now the key question: since videos now play such an integral part in every aspect of our lives, how does AI influence the equation?

Artificial intelligence and machine learning-based algorithms have redefined the video creation process into an effortless and viable one and have a far wider impact than just technical support. Based on pre-defined parameters, AI can tag and create content around specific events and characters with great precision. Curated content – engaging your target audience, is the cutting edge advantage needed to lead the race.

For instance, Netflix has been employing AI to create and personalise trailers based on demographics in an effort to increase reach and reduce marketing costs.

One of the most popular applications of AI is to create short-form videos that drive higher customer engagement. Most sports broadcasters have been creating key moments for major sporting events such as the Wimbledon, IPL, and FIFA to name a few, with neural algorithms in real-time to garner viewership. AI-empowered high-value content allows rights holders to have a broader consumer reach while making it shareable in a shorter time span.

The landscape is fast-changing – AI innovations have changed the way one has ever imagined video content, setting new benchmarks in the users’ Quality of experience (QoE). The algorithm helps create hyer-personalised content and increases the potential for synthesising dynamic ads embedded within an active scene without any alteration. It also gives insights into viewer patterns and trends and makes predictions to optimise the business processes, thus offering improved relevancy and increased revenue options.

Recent research had marketers reveal that 93% of viewers actioned a purchase after watching a video or a contextual advertisement. According to GQ, the classic aviators from Ray-Ban RB3025 took a steep jump in sales on all platforms by almost 40%  after Tom Cruise was seen sporting his timeless look from 1986 in Top Guns: Maverick.

Conclusion

Artificial intelligence is redefining the video editing orbit, where numerous brands are capturing and capitalising on the opportunities at hand. Media channels, OTT/streaming providers, and CSPs (communication service providers) managing broadcast assets must modernize and shift to an AI-led approach to compete in the current environment. By leveraging innovation and tools provided by system integrators and managed services providers, the industry can harness the full potential of the video to drive subscriber growth and manage churn.

It may be worth resharing what Jeff Bezos, founder of Amazon said at a conference for AI, “We are at the beginning of a golden age of AI. Recent  advancements have already led to inventions that previously lived in the realm of science fiction -and we have just scratched the surface of what’s possible.”