Eight Engines, a Manchester-based company, advises businesses against using AI in branding videos due to its limitations in conveying emotion and creating original content.
Manchester, England, United Kingdom - July 5, 2023 —
A Manchester-based video production company is warning businesses about using generative AI in their branding videos, and for good reason.
AI is dominating headlines at the moment, ever since Open AI released their chatbot, ChatGPT, in November 2022. Now, more and more advanced tools are hitting the web - and some are more useful than others.
The creative industry has been no stranger to these generative AI tools, which allege to create original, entertaining content from nothing but a few words. Big industry names such as Adobe have been dipping their toes into creating AI-based tools to make things like video production easier - and with the release of their new 'revolutionary' Firefly Software, it looks like AI is really causing a commotion.
But video production experts Eight Engines are challenging the arrival of AI in the industry.
"AI is an exciting development, and there's lots of things you can use it for. However, it simply cannot replace human creativity or emotion. Emotion is what drives sales, brand image and creates reactions. This is the reason video marketing has such a big return on investment" said Jack, director of the company and expert in video production in Manchester.
In fact, according to a report conducted by the University of Southern California, emotion is one of the most significant parts of video production. The research says that 31% of emotional video adverts succeed, whereas only 16% of rational content results in purchase.
Emotion is detrimental to effective video production - the most memorable videos are ones that illicit an emotional reaction from the viewer. And emotion is something AI cannot yet convey (at least, not yet...)
Current AI tools, such as ChatGPT are unable to comprehend human emotion fully, and in turn cannot convey any sort of feeling. The output is cold, emotionless and well... robotic.
Eight Engines also point out the lack of originality provided by AI video production.
"AI videos lack originality and quality. Software such as DALL.E requires expert human input before it can even generate something remotely realistic. Quite often, the videos produced are laggy, and look more like picture flip-books. AI has a long way to go before it can compete with high quality, man made videos."
And it's true. AI cannot create original content. The tool is trained on hundreds of examples of art produced by humans, and it simply reimagines these pieces. There is no originality in anything it produces, so using it for video production will lead to uninspired, flat results.
It appears for now, using AI in video production is not a good idea.
However, there is a solution.
Eight Engines are able to provide their customers with genuine, high quality video production in Manchester, and the surrounding areas. Their friendly team can help you come up with an original idea and produce it to the highest standard - so you can ensure that your branding is truly reflective of your company.
Contact Info:
Name: Jonathan Guy
Email: Send Email
Organization: Aqueous Digital
Website: https://www.aqueous-digital.co.uk
Release ID: 89101539
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