The future of content creation and advertising – presented by artificial intelligence
Even if you happen to stumble upon the Explore tab on Twitter, you might have heard of Dall-E – the AI generation tool capable of producing realistic images from a single reference. In recent years, there has been a major shift in the way we create and consume content. And the future is not so far when the smart devices in our hands will no longer be limited to consumption but instead hold the capacity for creation. But not the way you think. Follow us to explore synthetic media use cases and whether they can disrupt today’s advertising industry.
Imagine a future where you don’t have to scroll through Shutterstock to find the right image to go with your marketing campaign. Or how about a cool reel made entirely from a text reference track? This is where synthetic media comes into play, through which businesses and consumers can completely transform the way content is created. And with the current pace, we are developing technologies that cater to synthetic content creation, which will be able to generate content for a wide variety of applications. And Dall-E is just the tip of the iceberg! So what’s the next step?
Synthetic media will power the future landscape of content creation and advertising
The capabilities of AI-generated content have now evolved from text-based content generation to image-based and even audio-visual content generation. And if there is an entity with massive innovations in this field, it is OpenAI. Last year, OpenAI released its GPT-3 language generator, which has proven effective in producing fast media forms such as press releases, technical manuals, and even more creative pieces such as fanfiction and poems. As impressive as it is already, developers are finding new ways to generate content with maximum automation.
And OpenAI is not the only player in the game! Just before we’re about to publish this article, Google showed up with its in-house text-to-video artificial intelligence tool, Imagen Video, which can create video clips from text prompts. Researchers from Google Brain – the search engine giant’s artificial intelligence lab – claimed that Imagen Video was trained with an internal dataset of 14 million videos and 60 million images, and could offer a “high degree of controllability” with 3D object recognition. Meta – formerly Facebook – is also renowned for disrupting the synthetic media industry with its Make-A-Video AI tool.
Content creation is as much about creativity as it is about automation. As generative AI tools emerge to assist the process, the role of humans in content creation will always be in the spotlight. Advertisers, businesses, and individuals who collaborate with AI will definitely gain an advantage. Such creative power is exponentially enhanced to generate images and even audiovisual content describing a situation or mood. Text-to-music or text-to-video technologies are already trending and commercially available, opening up the possibility of adding more to the creative pipeline.
One of the biggest challenges the visual effects industry has faced over the decades is recreating human faces with pinpoint accuracy on facial expressions, wrinkles, contours, and hair. Now check out this example where AI created an episode of The Joe Rogan Experience podcast, mimicking the realistic inflection and vocals of Rogan himself and legendary Apple co-founder Steve Jobs. Or what about this or these examples where Stable Diffusion has developed all kinds of creative content? The AI isn’t even 30 days old. Imagine what he can do with more practice!
The bridge between content and creativity
And this benefit is definitely good for consumers! But where can it bridge the gap between content and creativity which is a more subjective and slowly studied art form? For now, consumers still prefer content created by humans. However, recent reports published by Ericsson also suggest that six out of ten artificial creators will simply be able to surpass humans by 2030. One interesting area where this is already in practice is science fiction writing. Use cases have yet to pass the Turing test with advances to be made before emulating human intelligence.
Emerging technologies will always impact the way we create content. And AI has already penetrated the fields of content marketing and advertising to generate hyper-targeted and engaging content for customers using certain algorithms and data analysis tools. This opens up a wider gateway for advertisers to personalize each piece of marketing material according to the audience they are targeting. Not only does this ensure that communication is effective, but it also allows your brand to resonate with your audience, even if they have never encountered your brand before.
From content creation to content marketing, synthetic media is here to stay
To sum up, the future of advertising with synthetic media seems really promising to enhance operations such as:
1. Preservation, production and dissemination of multimedia
2. Creating personalized experiences for different consumers
3. The Passion Economy Harness Instead of Influencer Marketing
With so much content everywhere, businesses – these days – are struggling to find new ways to interact. But the answer lies in hyper-personalization and innovative technologies that put every consumer at the center of your advertising campaign, that too, by democratizing advertising creation with a redefined content production pipeline. A classic example is our latest creative tech work on Mondelez which won the coveted Titanium Lion, a category that celebrates game-changing work.
Disclaimer: The opinions expressed here are solely those of the author and in no way represent the opinions of exchange4media.com