AI is impacting all facets of marketing, with varying degrees of success. One area in which there is a significant opportunity to accelerate productivity and effectiveness is video. More videos are produced every day, while attention spans are only getting shorter. To better understand how AI is transforming video, I connected with Vimeo CMO, Lynn Girotto, who serves a community of +300 million directors, marketers, and content creators on Vimeo.
Girotto suggests that AI can be a “powerful accelerator for creative, visual storytelling. In any industry, there’s ultimately work that you ‘want’ to do and work that you ‘have’ to do. We would all love to have our own production assistant. Generative AI is helping in the area of video by empowering creators to simplify things that assist production needs like editing and resizing for different social platforms. In doing this, creators can focus on what matters most: leveraging their creativity for impactful storytelling.
We’ve gathered a wealth of insight from our community of more than 300 million creators and discovered that there’s a clear desire to simplify the production of high-quality videos. Our research revealed that 80 percent of our users prefer videos over written text, yet most people are uncomfortable creating videos themselves and lack the skills, time, or resources to effectively produce videos. We’re accordingly innovating with intention, amongst others in this space, by enabling anyone to be creators and giving them the confidence to share their ideas.”
Girotto indicates that the benefit of AI is to simplify video creation “by cutting the time and skills gap to quickly create, edit, and repurpose videos with production-level precision in one take. There are endless applications such as brand presentations within marketing, creating highlight reels and clips from events, and education or learning programs. The difference now is that you don’t have to be a videographer to create compelling video content.”
When asked to provide an example, Girotto shares two examples: “writer’s block” and the complexities of production. Vimeo recently released an AI-powered script generator that compiles a video script in seconds, via text prompt, with additional customization for preferred tone and video length. Once the video is created, the AI automatically flags and deletes filler words, long pauses, and awkward moments in a single swipe.
To address writer’s block, Girotto said that the company introduced the “One-Take Editor,” which enables the user to have an integrated, AI-powered script generator where they can enter a prompt, select the length of the video and tone such as confident or assertive, and immediately receive a fully-written video script in seconds.
Girotto indicated that “supplementary tools like speech writers, teleprompters, and video editing have always existed and been used by the world’s most engaging speakers. Our One-Take Editor streamlines this process that used to require a lot of upfront prep, multiple tools to create and edit, and often many retakes. In short, Vimeo is democratizing the video creation experience by enabling anyone to similarly leverage these tools.”
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