Artificial Intelligence (AI) and its impact on the video industry: An overview

Let’s look at how advancement in Artificial Intelligence is gradually impacting the video industry, the creators and the video creation process.

Video creation has never been an easy process. It takes 2-3 weeks to produce a marketing video from planning to the final edit which is a time consuming process. Fortunately, this process has been simplified with the help of advancement in Artificial Intelligence (AI) that is helping video creators to create more targeted content in less time.  

As reported in a study published in Globe News Wire, artificial intelligence for video production is expected to grow rapidly by a CAGR of 22.37%. Which means, from a market size of US $362.500 million in 2021 it will reach US$1489.486 million by 2028 indicating a rapid growth and increasing demand for AI. But will video creators entirely turn to AI for assistance? To find out, let's dive into what artificial intelligence will bring to the video industry.


How does AI help in video creation? 

Let’s delve into the areas where AI will make your work easier - 

Ideation and Scriptwriting 

One of the most challenging tasks for video creators is to come up with novel ideas and engaging scripts. However, today, creators can harness the power of AI-driven tools such as ChatGPT, Jasper, TinyWOW and AtOnce to streamline and enhance their ideation and scriptwriting processes. For example, TinyWOW can help creators with catchy titles, thumbnails, and video descriptions, while AtOnce can assist them with developing scripts for various types of videos. 

However, it's important to understand that AI cannot replicate the emotional connection that a video artist brings to engage with viewers on a deeper level. Chris Lavigne, the head of production at Wistia, a video creation, hosting, and sharing platform, believes that it's still essential to integrate one’s personal perspective and brand touch into the content. In other words, while AI can be a great aid, the magic happens when human creativity and authenticity are combined with technology. 

Video editing

There are two distinctive categories of AI video editing platforms. First, are the most popular traditional platforms, such as Adobe Premiere Pro and Filmora Wondershare and second, are the brand-new tools based on AI such as Kapwing and Descript. As per insights shared by Conner Grey, a writer at Sprout Video, the choice between these two categories depends on the specific needs and expertise of video creators. For those seeking an easier editing process, the newer AI tools like Kapwing and Descript may offer a more suitable solution. On the contrary, editing experts may still favor the traditional editing method. 

However, it’s important to note that AI tools are not fully developed to accomplish certain tasks that human editors are good at. For example, even though an AI may identify faults in audio or video and mark them as potential problems, only a human editor can decide for sure whether something should be kept or removed based on artistic preferences. 

Full video production 

For full video production, deepfake technology has emerged as a powerful tool, allowing creators to generate human avatars or convincing lookalikes. For example, movies such as Blade Runner 2049, 2020 documentary, Welcome to Chechnya and the brand new comedy series named deep fake neighbors wars all have used Deepfake to create their videos. These lifelike lookalikes can be produced by video creators with the use of software like Synthesia and D-ID. These tools saves time as well as money, especially when scaling and customizing videos for various audiences. However, some creators are concerned that deep fake videos might eventually replace humans in video content. For instance, since May 2023 when Writers Guild of America (WGA) and the Screen Actors Guild (SAG) went on a strike, the topic of AI has been a major debate. Both WGA and SAG are worried about the displacement of entry-level jobs, such as writers' assistants and background extras on sets by AI. Big studios have used the term "performance cloning" i.e use of digital avatar as a threat.

Hollywood actor Pedro Pascal joining the movement with the striking writers (IG: jill_krajewski)


This technology also raises important questions about consent. For example, Sarah Silverman, a comedian, has sued OpenAI and Meta for copyright violation claiming that her AI model was used without her permission and was capable of reproducing her comic style. 

We can observe that the continuous discussion about how AI will affect the entertainment sector becomes more complicated with the addition of this ethical dimension.

The ethical concerns of AI in video 

Although AI has been used widely in the video industry, we cannot ignore the ethical issues it brings with it. 

Cinthia Ruiz and Manuela Quaresma on June 13, 2021, published a research paper on the use of AI on video-on-demand (VOD) platforms which revealed that the AI algorithm of the VoD platform provided content recommendations based on participants browsing history. While this appeared to be beneficial, many participants said that they began to doubt the authenticity of the platform suspecting that AI was influencing their decisions through these personalized recommendations and hence they switched to third-party websites to access content that was not influenced by AI. 

Apart from this, The Mint reported that hackers are increasingly using AI videos to acquire data. They use AI-generated videos to divert viewers to other videos where their personal information is hacked. Such instances serve as a clear warning that as AI becomes more integrated into video creation, data security must remain a key focus. 

Beyond these concerns, Synthesia and other generative AI tools are abused to construct fake profiles. For instance,  Pornography websites have come under fire for displaying videos in which AI was used to illegally replicate famous women. Also, the research article titled 'Determining the Authenticity of Video Evidence in the Age of Artificial Intelligence and in the Wake of Deep Fake Videos' by Marie Helen Maris and Alex Alexandrou highlighted that deep fake videos had been used largely for explicit content. As per the researchers, AI was used to superimpose the faces of individuals into the videos, raising privacy concerns. 

Considering these problems, both video creators and viewers must take proactive steps to protect their privacy. 

Case studies of AI used in the video 

AI used in content creation 

Chris Lavigne, the head of Wistia, showcased the power of AI in content creation. Chris, who has been creating video scripts for over two years, decided to experiment with AI to see what it could do. First, he asked ChatGPT to generate a script for a video on making a delicious apple pie. Next, Chris used Synthesia, a handy tool that allowed him to create his human avatar with a suitable background. The app even lets him customize his voice, making the script sound like it was his voice. Not entirely satisfied with the final video, Chris decided to refine his video using Descript. This AI-powered tool automatically transcribed the video into text. Chris then selected specific text portions and searched for relevant photos, which he seamlessly integrated into the video and exported the finished video.

This is the AI generated version of Chris Lavigne.


This entire process of video creation makes us question the fact that: Will this AI-driven approach eliminate the storytelling element that real-life video creators bring to the table? Chris acknowledges that while the technology is impressive, it's not flawless and is unlikely to replace the human touch. 

AI used in a pizza commercial 

A pizza commercial named "Pepperoni Hug Spot" was made using AI. The commercial takes an unusual approach by showcasing AI-generated characters enjoying pizza. It's worth mentioning that the commercial doesn't have the perfect look we're used to seeing in ads. However, despite its unconventional style, the audience enjoyed the ad and found it to be funny. It was a bit of an AI failure in terms of the visuals, but it managed to connect with viewers in a quirky way. 

Screengrab from the commercial

Ultimately, "Pepperoni Hug Spot" demonstrated that even if AI does not create the most visually perfect content, it continues to hold the audience's attention and leave a positive impression.

AI-generated E-learning video 

Alain Rees, who is the CEO of Cyber Inc. found that training videos were costly and time-consuming for his company. In search of a solution to this problem, they turned to Synthesia, an AI-powered tool that works wonders in video creation. With Synthesia, the company created a human avatar to represent the instructor in their training videos. This avatar allowed them to localize the script, add relevant backgrounds, and most importantly, create e-learning videos in six different languages. The flexibility and speed at which the video was created amazed the CEO. He even expressed his intent to continue using this technology in the future. 

Screengrab from the demo video for Cyber Inc.

We have observed that while ethical and privacy issues about AI in the video industry require careful examination, these case studies show that the technology's potential is vast and varied.

The future of video creation

Overall, Al-driven tools have simplified the video creation process. It has opened up new avenues for creators, from ideation to editing. However, as we move forward, we must recognize that the human aspect in any video adds authenticity and a distinct perspective that AI cannot imitate. As a result, the future of the video industry will be determined by the combination of both human and AI. 

If you are thinking about building your video streaming app and website that seamlessly lets you distribute your content, be it made by you from scratch or generated by an AI, Skara stands out as the best platform. With Skara, you have the flexibility to upload any content you desire, reach your audience and monetize it the way you desire. 


Let’s look at a few questions around Artificial intelligence and its impacts on the video industry: 

Q: How does AI help video creators? 

AI has made things easier for creators by assisting them from planning to production. AI tools are  being used for generating video scripts and analyzing audience preferences. 

Q: Will AI eventually replace videographers?

While AI has made the work of videographers easier, it will not replace them. Capturing the attention of the audience requires the human perspective, which is something AI cannot replicate. At least not yet.

Q: Can AI create videos without the assistance of humans?

While AI technology has improved substantially in recent years, it is still incapable of producing ready-to-market videos without human intervention. AI algorithms can analyze data and make videos on their own but they lack the creative and emotional intelligence that people have. At the moment, AI still requires human intervention to create unique and emotionally engaging material.

Q: Can AI-generated video be monetized?

The answer is Yes. For example, YouTube permits video creators to publish AI-generated videos as long as they follow the norms and policies.

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