Generative AI In Video Marketing: The Pros And Cons
Generative AI is already being heavily used in video marketing. In fact, one study found that 84% of marketers already use it in their video creation process. While incredibly popular, there are important pros and cons to using AI in video marketing that you might want to consider before you start playing around with prompts. This post delves more into those pros and cons.
Ways to Use Generative AI in Marketing Videos
First, let’s briefly look at some of the different ways AI can be used within video marketing:
- Video generation: AI can create short-form videos from scratch. Models like Wan 2.6 allow high quality text-to-video generation or image-to-video generation.
- Video editing: AI can also be used to edit videos in various ways including changing backgrounds, upscaling quality, reframing content, smoothing out jump cuts, removing silence and even improving eye contact (allowing you to read off scripts).
- Script writing: LLMs like ChatGPT can be used to come up with video scripts including narration or cast dialogue.
- Idea generation: You can even ask LLMs to help you come up with new ideas for video content. AI generated image tools can be used to storyboard.
- Voiceover generation: AI voices available through the likes of ElevenLabs can be used to narrate content.
All in all, it’s possible to hand over the entire process to AI from ideation to editing.
The Pros of Using AI in Video Marketing
AI in video marketing has some clear pros which include:
Rapid content creation
It’s possible to churn out new marketing videos every day by using AI. Marketers can save huge amounts of time brainstorming, producing and editing videos, freeing up more time to spend on other tasks.
Reduced costs
Using AI tools allows you to save costs on hiring animators, actors, videographers and scriptwriters. Thousands of dollars of video production can be reduced to a few dollars spent on generative AI.
Hyper-personalization
AI allows you to easily personalize content to individuals. A welcome video can be edited for each individual customer to include their name and make it feel more special. Multiple versions of the same video ad can also be quickly created and aimed at different demographics.
The Cons of Using AI in Video Marketing
There are a few potential pitfalls to using AI in video marketing that need to be considered:
Risk of quality issues
While today’s generative AI tools are extremely accurate and high quality, content may still contain glitches and flaws. Failing to iron these out could negatively impact how customers view the quality of your business.
Potential for customer distrust
Because generative AI can be used to fabricate almost anything, obvious uses may lead some customers to suspect they are being sold misinformation. If a video background is clearly AI-generated, what’s to say the product isn’t AI-generated too?
Potential for generic content
Being able to churn out content could lead to lower quality controls when it comes to ideas. Your creative content team could get lazy and start settling for generic concepts that fail to generate leads.
Should You Use Generative AI in Your Video Marketing?
Ultimately, generative AI has to be used with care. While you should never use AI to present misleading information, you also ideally want any use of AI to be undetectable by your average consumer. Animations, scripts and voiceovers should still feel human. This typically requires balancing out AI with human creativity and skill – both can be used to draft ideas together and fix the errors of the other.
