It’s no secret that AI is becoming extremely prevalent in every industry, at a rapid speed. It’s almost impossible to open an app and not have AI trying to do the work for you. (When I sat down to write this article, the first message that popped up when I opened the document was Google asking if I wanted their AI service to work on it for me.) From social media captions, to LinkedIn articles, to newsletters, AI is suddenly right there to offer a helping hand.
Team Lightswitch weighs in on how they foresee AI impacting the video industry:
“The video industry at large will continue to see disruptions brought upon by AI. Whether it is in storyboarding, video editing or even creating a visual from scratch, AI will continue to disrupt these parts of the video process in huge ways.”
- Andrew Nuño, Senior Video Producer
“It is going to become much much harder to discern reality both in high and low production videos. We're going to all have to be on high alert for AI and CG trickery.”
-Bryce Anderson, Head of sales
You’ve probably seen deep fake videos before - from one of Tom Cruise that went viral a few years ago to the copious deep fake videos of various celebrities that are being casually posted on Instagram every day. That’s not to say that AI in video is exclusively an evil thing, but it is something to watch out for - and something that’s becoming harder and harder to watch out for, especially if videos don’t get properly labelled.
“I think the use of AI will become especially useful to those in the video industry, especially for the post production process.”
- Emily Riebe, Producer
Although it’s important to not understate the dangers of AI usage, especially where video is involved, there are some positives. AI can be used to extend the background of a shot, if an ideal film location wasn’t available, or a client would like options for different dimensions after shooting is over. With that being said, AI should not replace the expertise and creativity of your team.
“While AI is changing the industry in many ways, there is still a lot of skepticism around it. Use AI to make mundane tasks faster and easier, but don’t lose your brand’s authenticity in the process.”
- Lynette Schwanger, Founder
AI can be a helpful tool, but it lacks the individualized experiences and knowledge that talented team members bring to the table. If everyone is using AI, the voices could get static - everyone’s content will start looking (and sounding) the same. The human element of your productions is what will set you apart from your competitors.
“Technologies are always going to change/improve/cut corners, but the human edge will always win out.”
- Thom Pfiffner, Video Editor
The video industry has been constantly changing and improving since its inception - just look at how your favorite films have changed in the past few decades. Technology has always aided these advancements, but it’s been the dedication and creativity of the humans behind it that are responsible for making your favorite videos your favorites - whether that be a blockbuster film franchise or the YouTuber you watch every week.
