Throughout the last few years, we’ve witnessed an exponential rise in the use of artificial intelligence in photo and image creation, starting with OpenAi’s Dall-E text-to image generator in 2021, and then the revolutionary Stable Diffusion and Midjourney models in 2022.
The technology has since evolved extremely fast, and we now have AI models capable of generating short videos from a text prompt, such as Sora, and the recently launched Hunyuan model.
You might be thinking to yourself, it can’t be THAT good. As a matter of fact, it is, and it’s getting better by the minute.
So, what does this all mean for production houses and content creation studios like us? Will we run out of work as AI replaces the need for video and photo production?
Not exactly. In fact, content production agencies will become more efficient with the advent of AI, for many reasons:
1. Inspo and ideation
One of the biggest challenges a production agency faces is the innovation of new ideas for a content campaign, but with the wild imagination of AI, we can get some inspiration for styles, palettes, and set design, perhaps for a fashion campaign or a product advertisement.
2. On-command rushes
Certain videos require what we call “Rushes”, which are basically a bunch of videos that we can either film or gather from online stock video websites. These rushes help fill in the gaps in the video edit and give it a more dynamic feel.
So, let’s say we need a rush of a busy street to contrast an urban fashion shoot. Instead of the hassle of filming a street or looking for a video online, we can now use online video generators, and we can prompt the AI to produce specific details and styles that fit the vibe of our shoot.
3. Quick and seamless correction
Let’s say we had an outdoor fashion shoot. We choose a location, we gather the equipment, we bring in the model, we style the set, we do the shoot, and we leave.
We do a basic edit for the images, we send them to the client, but they complain about the grocery shop in the background, as they feel it ruins the aesthetic of the images.
Should we do it all over again? 5 years ago, maybe, but with the current advancements in AI-driven technology, we can draw over the grocery shop and ask the AI to remove it and fill in the space, and within a matter of seconds, it does an immaculate job, and no one can even tell.
4. Product shoots
Although it takes some advanced expertise to pull it off, you can provide the AI with images of your product, and then prompt it to envision the product in a setting of your choice.
We do not recommend using this for a full campaign unless discussed and agreed upon with the client, but it could help as a last-minute resort to add a couple images to your already-done shoot.
So, will AI replace production houses and content creation studios? Most likely not, but it will make our work much easier and more efficient, just as long as we use these technologies ethically and with full transparency with our clients.