There should soon be exponentially more video content floating across the internet as it becomes easier to edit this content using artificial intelligence (AI) tools that, in addition to automatically generating captions, can also be used to create promotions for longer-form content with only minimal effort.
The latest example of such tools comes from Wistia, a provider of a marketing platform that today added Wistia Fetch tools infused with AI to identify video highlights, automatically create transcripts and captions and auto-generate event descriptions.
These capabilities are enabled by large language models (LLMs) created using data that the company has collected over the past 15 years, says Victor Boutté, a staff software engineer for Wistia.
Video editing today is generally a cumbersome process that often takes as long to complete as it did to create the video in the first place. The more that process becomes automated, the larger the number of videos any organization can produce becomes. There will always be a need for some additional editing by a human but the number of videos that can be produced in the same amount of time should exponentially increase, notes Boutté. “If anything, it’s going to amplify the throughput of individuals,” he says.
In general, AI is a long way from being able to create and edit entire feature-length films, but in terms of automating rote video editing of, for example, marketing collateral, the impact on productivity is going to be profound. Of course, a talented editor might be able to do a better job than an AI tool, but there are only so many hours in a day. Not every video necessarily requires the same level of attention to detail. In fact, there should be more time available for humans to work on videos that do require that level of attention.
There will, of course, be some realignment of roles and functions as these tools become more available, but the truth is a lot of video content today is one dimensional simply because there wasn’t enough time to produce something more ambitious. AI tools may lead to more one-dimensional videos being created than ever, but more gems should appear as video editors gain more time to create the storyboards, shoot film and edit the results in a way that tells a more compelling narrative.
In fact, just because it’s become easier to create video content, it doesn’t always follow that people have more time to watch it. The truth is the more video content that gets created, the more difficult it will become for any individual video segment to find an audience. The better the quality of the video produced, the greater the chances are a video segment will stand out from the rest. As such, organizations that view AI as a way to reduce the number of video editors they have are likely to find themselves producing mediocre content in what will soon be a sea of it. After all, now that everyone has access to the same tools, there’s going to be that much of premium placed on individuals that can wield them the most creatively.
