Stealing Jobs Or Here To Help? AI In Video Advertising

AI in a group of letters

The rise of AI has been a topic of discussion for all industries, as businesses and employees are starting to question the impact AI will have on the job market and workflow in the coming years. Currently, companies are implementing ways in which AI can replace the work traditionally accomplished by human employees, as AI is effective in these industries. What about the video advertising and content creation industries? Today, we will discuss possible ways to utilize AI in your workflow and ways in which AI is growing into a capable addition to the workplace.

The Fear Of AI Taking Over

With the ability of AI to execute certain tasks with accuracy and efficiency, it is no wonder that companies are deciding to utilize it in their industry. Unfortunately, this has led to employees fearing the possibility of losing job positions and perhaps, their place in the job market entirely. According to reporter, Patrick Coffee, the use of AI has made it possible to increase productivity within marketing and other industries by implementing AI into the workflow, using the same group of employees. However, in industries like tech, employees are experiencing job losses as AI is taking over their roles. Coffee states, “Of the 80,000 people whom U.S. employers said they laid off last month, 3,900 lost their jobs because of AI”. With this information, it is understandable why so many employees are fearing for their jobs.

AI Tools In Video

Certain aspects of video workflow have already implemented AI tools, even if you haven’t noticed it yet. Some of these tools provide a faster workflow, which saves time and money, especially working on a timecrunch. Davinci Resolve, a popular video editing software currently leading in the most AI-related content, implemented AI tools for several functions, including:

• Instant Green Screen replacement

• Special Effects

• Motion Tracking

• Noise correction

• Resolution alterations

• Audio Cleaning and Syncing

These tools have not replaced the video editor, but have increased workflow performance and quality.

Generative AI

Perhaps the biggest concern in video advertising is the use of generative AI software, which can create videos instantly. This has recently been used in commercials to create videos completely with AI. Check out this commercial from Coca-Cola

As impressive as Generative AI can be, public opinion impacts just how much AI companies are willing to use, as the growing knowledge of the harmful side effects on the planet has impacted public opinion on companies that use AI. Take a look at the growing opinion on AI from Pew Research.

Will AI Replace Video Advertising?

AI software that generates video is of interest in video advertising, as it can create videos through given prompts. This may make you question whether AI will completely take over video advertising. You might be thinking, “If AI can do it, why would I be hired to do it?” Although AI can assist with creating certain videos, it still has limitations in the level of creativity it can implement. Take a look at a breakdown of its limitations here.

AI And Human Creativity

Although there are many aspects of software changing due to AI, I think back to something my professor said back when I was in college: “AI may be able to create and replicate things based on the data it's given, but it cannot replace the creativity within you that makes your work unique.” I think this is something to keep in mind when creating video advertising. AI will keep expanding, but your creativity is something unique to you and your work. Instead of fearing AI, work with it and create your own unique productions.