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Sora and other generative AI tools have the potential to create video content at scale. Examples of usage include:
- Personalized, demographic-specific videos. Videos can include information specific to the consumer’s weather or interests, or include local sports teams or landmarks without the need for reshoots.
- Convert your existing marketing content into videos. Content that marketers are already creating (promotional copy, podcasts, product listings, blog posts, etc.) can potentially be repurposed as video content for sites like YouTube and TikTok.
But Sora poses risks to marketers. Once professionals start using Sora, there can be a flattening effect where content looks the same across the enterprise because people are using the same tools to create content.
Lowering the barrier to video content creation would flood AI-generated content on YouTube and TikTok from both consumers and content farms, making it impossible to sort between quality content and trash. There is a possibility that it will.this Influx of useless content It’s already a problem, but it could get worse as AI generates content at scale.
Additionally, there are existing risks associated with generative AI, such as hallucinations and deviations from the brand voice.
Video creators need to stand out. One way is to avoid Sora completely. AI-generated messy content makes unique, creator-driven content even more effective. Video creators can continue to use AI editing tools to save time and budget, but avoid tools that generate images. If you choose to use AI video tools, you need to make sure your content provides value to your audience.
Much of Sora’s future depends on YouTube and TikTok’s algorithms. If algorithms power AI-generated content, it looks like Facebook is currently doing it with AI-generated images like this one.Ebi JesusSora will likely have high value for creators, even at the expense of user experience. However, if AI-generated content is cracked down on a large scale, Google’s latest updates In such cases, creators need to maintain a high-handed attitude during the video creation process.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.
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