How AI in Video Production is Transforming Content Creation

At StoryTrack, we live and breathe technology. We’re always on the lookout for new tools that can make our processes more efficient and our outputs more impactful. One of the most exciting developments in recent years is the rise of artificial intelligence (AI). AI is reshaping content creation in ways we couldn’t have imagined just a decade ago. From automating routine tasks to enhancing the creative process, AI is a game-changer. Like others in our industry, we have been grappling with the role of AI in video production, trying to understand both its potential and its limitations.

As we’ve tried the tools available today, one thing has become clear: AI helps bring efficiency to our workflows, but the human touch is irreplaceable for conveying authentic, human experiences.

AI’s Role in Video Production

Our team experiments constantly with AI technologies to learn what they can and can’t do and whether they deliver on their promises. AI-powered tools can handle various tasks, from syncing footage to color grading to generating script ideas and loglines. We’ve found that these technologies help us save time and reduce costs, allowing us to focus more on the creative aspects of our projects.

As we’ve experimented, we’ve realized that these tools are not yet at a point where they can stand alone. AI can assist and enhance, but it cannot replace the nuanced understanding and emotional depth human creators bring.

For example, we recently used ChapGPT to generate a script for a project. The script looked beautiful on paper, but when our editor started to piece the show together, the script just didn’t work. The automated process missed the subtleties that a skilled human eye caught. How people say something is often more impactful than what they say. That’s why we see AI as a collaborator rather than a replacement.

The Human Touch in Content Creation

The most effective video content must strike an emotional chord with its audience. Emotions are complex and often driven by personal experiences, cultural contexts, and intangible qualities that are hard to quantify. A human storyteller can tap into these elements, creating narratives that move and inspire. Is it empathy? Understanding? Simply lived experiences?

Video production is not just about assembling clips and adding effects; it’s about telling stories that resonate on a deeply human level.

Where we are finding enormous benefit is in our sales and marketing process, using ChatGPT to draft marketing content, proposals, and creative briefs. As an example, we asked ChatGPT why human-created content stands out from AI-generated content. This is what he (she?) said:

Emotional Authenticity

Human creators infuse videos with genuine emotions and experiences. Whether it’s a heartfelt documentary, an inspiring commercial, or a powerful narrative film, the human touch ensures that the content connects with viewers on an emotional level.

Creative Vision

Humans possess a unique ability to think outside the box, bringing innovative ideas and creative visions to life. While AI can mimic certain styles, it cannot replicate the originality and imaginative flair that human creators offer.

Cultural Sensitivity

Understanding cultural nuances and context is crucial in storytelling. Human video producers can navigate these subtleties with empathy and insight, ensuring that the content is respectful and relevant to diverse audiences.

Storytelling Depth

The art of storytelling involves more than just assembling a sequence of events. It requires an understanding of pacing, character development, and thematic elements. Human storytellers excel in weaving these intricate layers into a cohesive and compelling narrative.

Would you have picked that out as AI content? There’s nothing wrong with what was generated. In fact, we agree with all of it. But the tone and style feels generic, and there’s no unique perspective or personality to distinguish it from the sea of content online. For our part, we often use this content as a starting point that we edit and make our own.

Our Wrap: It’s All About Balancing AI and Human Creativity

The role of AI in video production will continue to change and grow in the months and years to come. For now, our goal is to strike a balance between using AI as a tool to gain efficiency while focusing on creating meaningful stories. We also want to assure our creative partners that we see AI as a valuable tool, but not a replacement for human creativity. The essence of great video production lies in the collaboration of minds and hearts. Our team values the unique perspectives and skills that each member brings to the table. As we continue to explore the possibilities, our focus remains on creating content that is emotionally engaging and true to our artistic vision. We are excited about the ways AI can enhance our work, but we are even more excited about the stories we can tell together. While we don’t know what comes next, we are committed to leading the way with a blend of cutting-edge technology and timeless human creativity.

Like What You See?

Interested in learning more about how we work with clients to create strategic, impactful content? Let’s chat. We’d love to hear from you.

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About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.