Creatives Grab Coffee - Sora AI and the Future of Video Production | Creatives Grab Coffee 56

Episode Date: March 1, 2024

Summary: In this episode, the hosts discuss the introduction of AI in video production and its potential benefits and drawbacks. They explore how AI can streamline processes, lower costs, and enhance creativity by allowing for the inclusion of more B-roll content and the creation of different camera angles. However, they also discuss the potential negative impact on job opportunities, pricing, and competition in the industry. The hosts highlight the importance of AI fatigue and the challenges of replicating real people and moments. They also consider the potential need for legislation to address AI-generated video and its impact on misinformation campaigns. The conversation explores the implications and challenges of AI-generated content in video production. It discusses concerns about user perception, organic reach, and the efforts of social media platforms to identify AI content. Legal implications, ownership, and copyright of AI-generated content are also examined. The conversation delves into the potential for AI to enhance existing footage and the need for real people in video content. It explores the challenges of identifying AI-generated content and the potential shift in budget allocation. The conversation concludes with speculation on the future of AI-generated content and the importance of adaptation and navigation in the changing landscape.SPONSORS: Canada Film Equipment: www.CanadaFilmEquipment.com Audio Process: www.Audioprocess.ca 🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9 🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140 🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com To learn more about the show, visit: https://www.creativesgrabcoffee.com/ #CreativesGrabCoffee #videographyhacks #videography #videographer #videoproduction #businesspodcast #videoproductionpodcast #lapseproductions #videomarketing #videoproductioncompany #videoproductionservices #openai #sora #soraai

Welcome to Creatives Grab Coffee, the podcast on the business of video production. Creatives Grab Coffee is hosted by Daria Nuri and Kirill Lazarev from Labs Productions. Our goal is to share knowledge and experiences from video production professionals around the world. Whether you're a freelancer looking to start your own business or a seasoned business owner aiming to scale your company, this is the show for you. Join us as we develop a community of like-minded creatives looking to learn and help each other grow. Welcome to the business of video production. Welcome to Creatives Grab Coffee. Before we get started with the show, let's go over today's sponsors. Do you have a shoot in Toronto? Do you need crew or a strong production

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They'll be waiting for you. I'll be waiting for you. And we're all going to have a real good time. And now, let's begin the show. Welcome to another episode, everyone. Today, we're going to be talking about a pretty interesting topic that obviously concerns all of us in the video production space, and that's AI, and not just any AI, Sora. So two weeks ago they released the Sora AI, which if you guys have been living under a rock and don't know, it's basically a text-to-video, and it definitely got us thinking about what's going to happen to us in the future. Like, you know, granted it's just at the beginning, but it's definitely going to have some wider implications. So anyways, in today's episode we're going to happen to us in the future. Granted, it's just at the beginning, but it's definitely going to have some wider implications. Anyways, in today's episode,

we're going to be going over the benefits and I guess the negatives, and then I guess where we see our video production future going. But before we really dive into it, let's just first go over what our first impressions were when we first heard the news about it. What was the first thing that popped into your mind, Dario, when it came in? That our job is at risk, basically. Not now, obviously, because it's still early.

But it's going gonna be an interesting future first they went after the graphic designers and I kind of just went eh they're not gonna come after me and then they came after me or technically first they went after after people that

well Chad GPT kind of took care of I don't know first they went after the the writers the writers, essentially the writers, the writers, then the graphic designers, and now it's us. We're next on the chopping block.

You're forgetting also the photographers because that was the next bit with the AI photos that came out. And it got me thinking a lot about how it's going to affect specific people within our industry and especially what industries it will affect. But that's kind of like how it's going to affect specific people within our industry and especially what industries it will affect. But that's kind of like something a little bit more later on that we can kind of go over. But what would you say are some of the really good aspects of the AI video

coming in now? There's quite a bit actually. So first impressions was oof we're next but when you look at it um from a business perspective all these ai tools that are coming out essentially are just that they're just tools so they're just helping to streamline our processes in a way so and you know what lower costs as well they're very cost effective right so the way i'm looking at it is that it's it's gonna help our business in the long term right because again um well let's go through like the very first one that i can think of on a technical level is like okay now we can can include more B-roll content in our shoots. Right. We can just like not now, obviously, because it just came out.

But maybe in the long term, what we could do is just like, let's say we're at a shoot. We don't have time to grab something. Well, we don't have to stress out. We could go home and then just text a video it. And then, boom, we have that b-roll shot we needed for the video there it is that's one really cool thing we could possibly do in the future it's a potential but again it it also depends on what you're capturing and this was like something that we've uh we've discussed before where if it's specifically b-roll that might be even like

taken from the stock footage world specifically, because a lot of the time when you're filming content for a lot of corporate clients, there are sometimes footage and clips that you need to source from stock footage sites that are very specific to what you're talking about, something that may not be able to be captured at the location that you're filming. And this is something that could essentially affect that aspect of the whole process in terms of sourcing B-roll content. I wonder how advanced it'll get to the point where if you feed it,

I'm curious if you feed, for example, some B-roll that you've already filmed from a certain shoot and asking it to say, give us a different angle with from this scene that we're filming it's like oh can you include a wide from from this scene based on the footage that we gave you well you got that i'm really curious you can already do that in photoshop i was speaking with a wedding photographer and he said that he took this shot of the bride and groom and he's like oh you know what i wish that i shot it a little bit wider so all you did was he he used i don't know what the tool is in photoshop but you can just like zoom out and it'll create

uh the missing stuff in there the missing uh contents so we should probably do that at some point with the they're doing it now dario dario they're doing it now already i don't know if you know but like a lot of people even take scenes uh that they filmed in video and then they go into photoshop to extend that frame as long as you're you don't want your subject to kind of go out of the the normal frame you could actually get it a little bit wider in terms of that but yeah i've seen those on reels like they'll do like movie scenes and they'll just extend the the top and the bottoms but that's that they're not really doing video out of it they're doing that's that's what i mean it's just an image yeah like once they can do video that'd be pretty that's the that'd be a lot more interesting yeah that's what i was

touching upon more so specifically like say for example you filmed um a whole sequence of shots where you have like a like a nice wide a nice close-up or something but it's like oh can you get a side angle shot of the subject that we're filming? That would be cool, because essentially, it's kind of recreating a different camera angle as well. Imagine, even like if you're doing an interview, you do one camera, and then you ask Sora to create a secondary angle with it. If it can get to that point, then that is definitely going to save a lot of budgets in future video projects. I'm curious when it'll get to that point.

Yeah. Like I'm thinking if we're doing like an interview shot, we can just ask it, okay, can you whip up the secondary angle? Or, you know, it'd be really cool if you already had the secondary angle. It's like, can you add movement to the secondary angle, right? Like just have it be like on a slider have that kind of movement that could be really cool it sucks for uh you know the videographer or cinematographer that's not gonna get put on that project as a secondary that's gonna suck for them but the way things are going like with content with the cause of projects like the budget's dropping and people just wanting faster content outputs.

Anyways, like that's probably the future it's heading in. Anyways. Well, the balancing act is also where there might be less people being hired for certain jobs, but there's probably going to be more jobs as well because exactly what you touched upon, the need. There's always going to be a need for more content. And the more efficient projects can become, the more efficient you can be with your budgets, the more potential there is to actually create projects. Because you were saying one of the... That's not good. Yeah, I know that.

But I'm just saying that is what is kind of like headed. But like if there's more work going around, people will still find work. But that is one potential. But there's a lot of... Let me get to the next point. If it's low budget stuff, it's not going to... Like if it lowers the barriers... I said efficient.

I wasn't saying lower. I wasn't saying it has to get low. I was saying bigger projects can become more efficient and you can get more of those bigger projects yeah it's slightly reduced budgets um because what you were what we were talking about originally was also how it streamlines our production process and um the reason that budgets are going to become um the reason people are going to be able to save on budgets and and uh pricing is because you're going to become, the reason people are going to be able to save on budgets and pricing is because you're going to be saving time essentially as well. That is one of the

biggest thing. When there's more time being saved, then it's also justifiable to be able to, for a lot of us on the creative side, to be able to lower the budgets. It's like, okay, if people are trying to make their, if budgets are going to go down for projects, the time aspect has to also be, how do you say, has to reflect that as well. Because you can't be like lowering budgets and then increasing time in terms of work, right?

Because then no one can do it at that point, right? We'll see. Because it depends on how easy it is to prompt the software. Because if the prompts take a while... That's my point. That's my point. Yeah. So basically, cost-effectiveness, like you can lower your project costs.

That's one benefit. Enhancing the creativity, like... And by creativity, I mean really just being able to capture more of what you wanted to capture and not having that time constraint in the first place because obviously when you're doing production you're there for how many hours you are so usually it's like 10 to 12 hour day and it's hard to fit everything in at the same time and then i guess that would be it no no no there's more there's a lot more. There is more, Dario. Like one of the other aspects is in the planning stage and the pre-production process, because

sometimes when you're coming up with concepts with a client, you need to come up with some creative ideas and even create visuals, mood boards, storyboards. Those things take quite a bit of time. And especially when you're like right now, like when you want to create a storyboard based on reference images, you have to look for those very specific reference images. There are tools out there like frameset, where you can Google specific frames that can kind of help you with that. But again, you're pulling from past projects, past films, and things like that. What this could potentially do is create a very unique storyboard that's based on a client's image, a client's message.

I'm curious if it gets to the point where you feed it all the different branding guidelines and visual elements and imagery from a client that you can kind of generate a unique storyboard that's tailored to that specific project. There's a lot of potential in the planning stage for it, which I think is great. I mean, this also kind of goes back to, you know, AI photo that kind of can help with that. But the AI video aspect is like, you could actually see it in motion. It's like, how does this feel? You can pair it with some potential music options. It's like, see if we filmed it like this with this song.

This is the kind of tone and energy you can kind of feel. This is before you even get to the video filming part of the process. Or especially for animation projects, it's going to really be revolutionizing things because that is where I think will be the first industry that gets hit really hard with it before it gets to any other ones. Because that's the one where a lot of digital imagery is created from scratch rather than being filmed right yeah so yeah i guess the pre-production aspect as well um that's for sure maybe

yeah i guess all aspects are going to be effect that's going to be interesting interesting but let's move on to the negatives now. Before we go to the negatives, there was one that we forgot to touch upon was that the one kind of silver lining in the future is that that will kind of keep a lot of jobs is the fact that it's going to be hard to replicate real people and real moments.

So I feel like a lot of events capture is still going to be very much in full swing because you're trying to capture real people. And I think that's one of the industries that's not going to be affected as much. I mean, it can maybe enhance in certain situations, but there's still going to be a need for people to capture events as they are happening and so that is one silver lining is that that industry will still require people in our in our space will still need jobs so you know okay let's move on to the negatives which there are many i guess we'll start off with the the fact that i mean you mentioned how uh if videos become more cost effective and you know like the budgets will get smaller and then you said that there'll be

more work to go around because it'll lower the barriers to content creation for clients i actually think that's a very big negative because if it's cheap to create content, then you're just going to work at bulk. And it's hard to monetize bulk, especially in service. It's very hard. computer and a camera and just quickly create a video for someone and have an ai kind of guided through the whole story and then you know i have another ai creating the story visually for them i mean how can we justify our pricing right so as an industry that's going to be it's going to be tough it's going to be tough to navigate to justify telling a client you need to pay me this because this is what i output especially when you consider the fact that a lot of clients can't even

clients and leads they can't really tell the difference between good video and bad video so we're already struggling on that side now you mix this into it and oh my god now it's going to make the the sales pitch a lot tougher than it already is i think sometimes it's not so much the the fact that they can't tell the difference between good and bad i mean that is the case a lot of the time but a lot of the time it's also just a matter of this is our budget what can we get oh we can get something great that's all we need like it's sometimes some clients they just need to get some form of video content they don't need it to be Spielberg quality and by that I mean like for example if it's a difference between like say 80 90 percent

and like 70 percent in terms of quality if the 70 percent is significantly cheaper they're going to always go with that with that uh with that number because that's what they can afford it's like if you start looking at things from a business perspective you can understand why they go for certain decisions a lot of the time no i don't i don't understand it because the again why why spend the money why spend the money get some get a bad product no that i don't get but it's like you could understand you could understand reflection their reasoning but it's like, you could understand, you could understand their reasoning, but that's doing it to be honest with you. Cause a lot of times, like, yeah,

like they just don't know any better, but I feel like a lot of times they might not even care. Cause it's like, and it's not their money, but it was my money. I would be a bit more diligent than, than I was, than, than I see. But, uh, yeah yeah it's definitely going to be a big problem in our industry lower but like i mean it's already an issue now because you have the the the lower the low barriers to entry in terms of gear alone means that we're dealing with more competition i mean granted we did benefit from that but again if it lowers if it increases competition it means the marketplace is going to be tougher for you to sell your services. Sometimes you see it as well.

It's like, oh, well, these guys are charging way less. And it's like, oh, my God, now we got to compete with that and tell them why we're better. It's just a hassle. Yeah. I mean, barriers to entry are always going to be getting easier. They're going to always keep lowering. And it's going to be easier and easier to get into the industry like when we got into video production back then it was considered very easy to get into and it's like now you look back versus like how easy it is for

people now to get into it compared to back then it's like wow like we had a lot of challenges that we had to circumnavigate uh compared to it would be like now. And then now with this big leap in AI video, it's going to have to force everyone to adapt completely. Like AI, I mean, video animators especially, they're going to have to completely pivot their service offerings and their skill sets. They're essentially going to become AI video prompters, right? They're going to have to really develop that skill.

It might actually help make their processes a little bit more efficient as well in terms of creating their content in bulk maybe. But that's one of the biggest shifters because I think, as I mentioned before, that is the one industry that, one part of the industry that's going to be affected first and probably the hardest. But I mean, there's a lot of other potential negatives as well. And like, we already see this with a lot of other aspects in the world is AI fatigue, right? When you start seeing more and more AI video content, I feel like you could always tell kind of like how you can tell in cgi movies that it's cgi it's like yeah it looks really realistic but at the same time you can tell yeah it looks good at the beginning and then after like even with sore it looked really good

the first day it came out i was like oh yeah it's looking really good but then after like a day or two like yeah when you keep looking at it you notice things like that's, that's the thing. Like, I think, I mean, again, it's in its early stages, right? It's probably going to get more advanced, but at the same time, it's, I feel like we're still going to be able to tell, uh, we're going to be able to tell when it's AI, you know, based on maybe like what the people are doing. I hope that's the case. I hope, I hope. I think so, but I'd like to think so. I hope I hope I think so but I'd like to think so yeah I hope that's the case because if not then yeah that's that's gonna be a tough one I mean again we'll be able to create some really cool content with it if it gets to the point where it passes that uncanny valley but uh again it will affect us negatively as well um and you know we already mentioned how we'd be bringing less people to set as crew members.

So there's already going to be a negative impact to industry professionals in that sense as well. Like I'm thinking, not just also from like Sora, but if you think about, for example, audio, you know, the audio tools out there right now, those the AI tools for audio, they're pretty damn good. So sometimes like if you're if you're trying to close a deal and you're like, OK, audio ops costing me, it's bringing it over budget.

And I just I can just cut that out. I can close the deal. deal you're gonna cut that guy out and you're just gonna go like okay i'll just use regular audio that i have like a task cam or whatever tji mic and then i'll just clean it up and post and if it does like a pretty good job a lot of people are gonna make that decision so that's that's one crew member that's gonna have a tough time we also already mentioned the secondary uh cinematographer second cam off is going to be tough like i mean if you look at if you look at a lot of like historically in terms of jobs that would have to be cut out in terms um to fit within a certain budget range for a project like if you look back in the day when they were creating video content

you would need quite a few people even today uh for a camera department content, you would need quite a few people, even today, for a camera department, right? Like you would need a focus puller, you need another camera assist, or like first, second or third camera assists. But there has been leaps in technology, like for example, like for lower budget projects, you know, a lot of corporate based projects sometimes, where even just autofocus alone alone that kills one entire job right there because you need to make it work and the sora's introduction just kind of reminds us how every leap in technology is going to cut out a job somewhere but at the same time i feel like it could potentially create new jobs right because essentially what people what we're going to have to become is ai video prompters that's going to become a new job essentially

right and i mean i don't know this job because you failed at essay writing well sorry to tell you you got to get back into it you got to get better at writing again or you just give me video. Yeah, tell JetGPT, write the prompt for me, please. It actually has that already. It actually has that already. I was, when Sora came out or when Sora was announced, I looked up what was already kind of out there and JetGPT already has a Sora prompt aid.

So you give it a little bit of a general description of what you want. And then you ask it to create a structured prompt for you. And it gives it very well detailed. It's like the tone, energy, feel. You mentioned the prompts. Like we have to become prompt engineers. You know, actually, they're working towards going. I forget what the term is for it.

uh going i forget what the term is for it but um because you know prompts have to be written in a certain way like i'm remembering like my mid-journey prompts like you can't write like a whole paragraph you have to write a couple words comma like this that that like that has to be broken right kind of like bulleted in a way so bullet point i know they're trying to shift away from that to like more free flow so you could just say something as simple as you just just describe it in a paragraph type of situation right so that is the next that is what they're trying to do i think i think stable diffusion is trying that which means probably mid journey will introduce that and if mid journey introduces it then probably it'll be uh included in in sora so yeah my journey prompts i mean uh prompt engineers maybe who knows it's

evolving so quickly again just think about it last year they were doing the will smith eating spaghetti video that horror film that they did and then now a year later they're already at this stage so god knows in a couple years where it's going to be at so maybe even the prompting might be a lot easier which again reduces barriers to entry but um there's another point i want to bring up which i think is going to be very important and i think a lot of people forgot about this um kiro what's so special about this year oh yeah the election year okay so yeah interestingly enough they released something that can be a boon for nefarious actors that want to introduce uh misinformation campaigns, right? So as soon as I saw that, and I remember there was an election year,

the first thing I thought of was, they're 100% going to try to include some type of legislation for AI-generated video, right? So as soon as that happens, it's probably going to say something like, oh, you've got to have a watermark on the video saying it's AI generated or a disclaimer at the beginning or end right so imagine how would they do that like a corporate video and like they probably they have to follow regulations so they'd have to include a disclaimer for AI video at the beginning of the videos that

so as soon as I thought about that from the legal side, I'm like, most corporate clients, I mean, I think the big ones, they're probably going to have something against using AI-generated video in their video deliverables. Because I know some of our clients, they can't even use ChatGPT at work. They're not allowed to use it because it's information shared with the system and all other stuff is proprietary, right? So probably with AI video will be the same thing. It's going to be like those disclaimers, like for infomercials in the States, like it's going to first be like, this video may contain AI generated video content. Yeah, yeah, yeah. video content yeah yeah yeah and it'll just basically be almost like the pharmaceutical industry how they advertise in the states uh where it's like just very generic happy footage but like then listing out all the all the side effects that a lot of people might get from like

buying that drug yeah it could have a very similar stigma where it's like, okay, if it's like this video might have AI generated content, it's like, okay, what is now what's my opinion going to be going into this? It's like, am I going to immediately start assuming that everything is AI generated? Because then if, because like you said, because of this, the news is going to become even more untrustworthy because you're not going to know what's real or fake anymore. And if you have to include a watermark on AI video, it's like, you can't really crop it out because I've seen some sources like ColdFusion, they touched upon like, oh, what if we just put a watermark on the video? But it's like, yeah, but then you could just crop that out, you know, if it's in the corner or something like that. For a watermark to work, it would have to be like dead center, just completely covering the whole image. And then it's like, yeah. No, I don't think they'll do it like that. I think it'll just be something at the beginning. Yeah, that's a disclaimer.

It's not a watermark. It's the difference, right? Yeah, I don't think they're going to do it. Or maybe they could put something in the metadata. Maybe, yeah. going to do what oh or maybe they could put something in the metadata maybe but but it'll 100 be something at the beginning of the video saying uh following is ai generated content it'll have to be like that they're 100 going to do something like that yeah doing the metadata i don't think is a trustworthy way because they they had it as an example with ai photo content where if they put it in the metadata of photos,

but then people just screenshot it, that eliminates all that metadata right there. So then it's very easy to circumnavigate metadata, I think, in that type of situation. But I think it's not going to be a watermark. I think it's going to be- Just a slamer. Because the watermark would be too distracting.

Or unless it's something hidden in the image that you can easily tell But but it's it's good. They're gonna I think it's gonna be like the drug commercials We'll put like a disclaimer at some point this look like again This is for like stuff that this is like b2c type of stuff or pop. Yeah corporate content Yeah, let's see how it goes another thing is if you're publishing AI content on social media platforms, I know right now on TikTok, you got to tell it it's AI generated.

And I know AI generated content doesn't do as well organically. No. From what I've read, I don't know if that's accurate or not. Again, I'm not the best marketer, but that's definitely going to impact the client's decision to include AI content in their videos because if it's not going to do well organically or even with some, you know, whatever, they might be more hesitant to use it.

So what TikTok is doing right now is they're trying to train their own AI identifier, where essentially it's asking users to tell it when it's uploading content, what is AI content and what isn't, so that its own AI detection system can learn how to identify AI content. right now gathering data from that aspect. And that is how they're going to train these AI detection systems where people tell what would be AI generated and what isn't, you know, mentioned how like some, sometimes people make comments like, oh, this has to be AI, or it may not be the case, it would have to be up to the uploaders to identify it more accurately. So I think it's going to get into the, into the, I don't see it as an impossibility that a lot of social media platforms

are going to be able to identify what is and isn't AI. It's kind of like how you see what people identify as misinformation these days online. It's like, oh, this topic, this video talks about this topic so it may contain misinformation or this and that you know like there are forms of that already in regards to

certain content so this is just another medium essentially that they're gonna have to try to identify and sort through but i don't know it's it's we're just a couple weeks from the corporate side they're they're uh again i i can see clients being hesitant to use it if it's not going to perform as well as a non-AI generated video. But the interesting thing would be if it is fully AI versus partly created by AI. That's going to be the distinct distinguishing factor because then again as well like what if it's like 99 real but you just used like a little bit of ai like you were missing a shot and you just put it in you have to declare it as like a fully like you know like this is an ai generated video that's that's the interesting though. I'll have to have like different tiers.

It's like, this is partly generated. This is fully generated. And then again, like the thing is, it's a problem if the social media giants decide they don't want to push it, which could be the case. But it could also get to the point where it's so common they might decide not to punish users for generating ai content could also be that who knows it could also enhance like i'm curious if it'll get to the

point where like you feed it a video shot and you ask the ai software enhance this to look clean and polished and things like that you know almost like the post-production side of things, you know, like do a little bit of color correction and things like that. I wonder if it will have that capability as well, where to your point, because AI was involved in creating that aspect, will it be flagged as AI content at that point, you know, when it comes to enhancing the content? But I mean, one of the other potential legal implications is if like you create an AI B-roll or content for some kind of organization,

and that kind of like promises something to the consumer, and then the consumer purchases a product or service based on that false selling. I don't know if that will potentially be something. That's not a problem, to be honest with you. It's not ours, but for corporations, it could be. I mean, to be honest with you, every content we create goes through so many levels. Whoever screws that up, it's up to them. That's not really a video production.

No, it's not for us. It's more so on the on the client side right like it's it is a that's there could be a potential thing i know i'm just saying that that is a potential uh thing from their end that they're gonna potentially be worried about right saying it has nothing to do with us that's one of those things that's like who cares it's not our problem um ownership that would be that would be something that could potentially be a problem because who would own the content right if you fully generate it on like a platform like sora it's not owned by you or technically i think how it works no yeah so if

you because i know for mid journey like you don't own it or you you have ownership but so does open ai they also has like the full license yeah yeah you have like a license to use it or something or they say you own it i don't know it's it's like a little tricky in that regard uh but it's i can see clients being wary just because they won't be able to own the content if it's b-roll i don't see it being an issue but like let's say you you need to create i don't know if it's general and you got to create like a like a person and you know you're already using ai voiceover and just matching the two together that could be a problem because then they don't own the content so their legal department might tell them they're not allowed to do that

because again you oh and also because ai generated content on these platforms often is you don't own the copyright on it so other people can just take it from you right but i'm trying to think like from the corporate side like who knows i honestly i think to be honest i think we'll just be using it on the corporate side because we do a lot of b2b b2c not so much b2c i think it's more b2b that we do i just see it enhancing whatever we already have that's how i really see it i don't see it like getting to that point where it's like oh my god these bigger philosophical and legal questions right yeah i mean like one one actually benefit that we

didn't touch upon is that the AI video is not going to replace the need to capture, you know, important people and organizations. A lot of the time people need to hear real messages from the real leaders of like a, like the CEOs, the CMOs of organizations, um, where they're addressing the public, uh, other clients other clients, their employees, you still need to capture those people. You still need to film them. So it's not going to replace the need for that type of content either. And yeah, it could probably help enhance the process for capturing that content.

It can help give us better B-roll stock footage and things like that if it's needed for a certain project you know especially cutaway shots you know transition shots and things like that it can it can really help in that sense of the process but the real meat of the content is still if you have to capture real people it's still going to be a need for us there so that's that's the one silver lining going forward is that people are always going to need to hear things from real people and if it's ai generated you're you're gonna you're gonna be able to tell i think so but you know what the caveat is you'll only be able to tell if you know exactly who those people are well yeah but a lot of the time these uh like especially internal videos you're addressing very specific people, especially when you're creating content for a corporation to send out to their clients. They're going to know who they're hearing from. So I'm sure people will understand what's real and what isn't. I mean, again, who knows? I'm trying to be optimistic here. Like it could get to the point where,

but that could be a problem. It's like they create, if you create AI video of a CEO saying something that he didn't, could maybe potentially they might say something and it wasn't approved by the CEO. What happens then? You know, that's not going to be an issue because stuff, especially stuff relating to the CEO

goes through so many layers. That's, yeah, that's the one thing though. goes through so many layers that's yeah that's that's the one thing though there's so many people writing like saying this is okay uh you know what i was thinking would be really cool is like yeah you're there filming the ceo or whatever and like you just wanted to add like an extra light that day but you didn't have it wait or you just didn't have didn't have it with you because the environment you couldn't fit it in you just feed it into like soar or whatever and say like add a hair light on the left side uh matching the intensity of the one on the right side and it does it that would be so cool yeah well that goes back to what i was saying before

where like the uh i wonder if it'll get to that point where it enhances the current footage that you feed it it's like here's the shot like it should it should get to that point and that will help in the post-production side of things sometimes especially if when i i feel like it'll really come in clutch this ai software when you need to do fast turnarounds especially and the faster the faster the turnaround, you know, the more projects you can actually even complete. So there is that benefit to it as well. But I don't know. It's only like about a couple of weeks in

since it was announced. We'll see when it launches, what applications people will start using it for. And then we can do a revisit episode and see like how it's in like a year or two and see how it's transformed or enhanced our industry how we've potentially started using it but it's too early it's too early it's too early that's what i mean yeah as soon as they launch it it's in the the red team testing phase or whatever but yeah as soon as it's launched it'll still be too

early it's it's a couple years out it's not around the corner it's a couple years though it's still gonna be to fine-tune it and make sure it's there's also the possibility it just never gets to be perfect like if you look at mid journey for example they just can't figure out hands they're on like on version six now and they just for the life of them they just can't figure it out so it's like like 50 like hands like it looks like there's two fingers in reality it's more like the they can't they don't understand how many fingers hands have for some weird reason yeah getting them to do five fingers is like the hardest thing so who knows it might just get to a point where it never gets almighty with like a few fingers

yeah let's see i mean again we're already taking advantage of ai on our end uh like we mentioned audio editing obviously we use chat gpt i've been testing out gemini lately because chat gpt has been annoying the hell out of me i hate the way it just answers stuff and how like oh you know what though here's uh here's a potential downside of sora so chat gpt during the golden era you know what though here's uh here's a potential downside of sora so chad gpt during the golden era you know pre-march 2023 would just give you stuff right yeah just do it it was amazing and now like you really it wants you to do the work it really wants you to like take the outlines and actually write the blog post yourself which i refuse to do because work it really wants you to like take the outlines and actually write the blog post yourself which i refuse to do because i'm too busy right so yeah you can possibly get to that

stage too with video ai where or text the video ai where it's like at the beginning i could kind of get it there not there yet then it gets to it and then it really forces you to i don't i don't even know what it would force you to do but it would make you jump through hoops and loops i will try to get what you want i'm calling it right now i'll tell you exactly what it's going to be all those current videos were with very simple prompts which like create a an astronaut in space scene and it'll create it what it's going to start asking you to do is start to describe everything describe what he's wearing how does his face look what is his expression like you'd have to be very specific with no but you would have little detail yeah but kyrill you would have to because otherwise

it'll just do random stuff that's true yeah you would have to be very specific about every you mentioned streamlining it streamlining your stuff or the it will probably get to the point where it might be easier to just film it sometimes yeah right unless you're doing something creative like that like a someone on the moon or whatever for basic or animation might just be easier to just film it like you know that classic phrase you know don't leave it to don't do it in post it could get to that stage too with video a text to video you're like you know what let's just film it because it might be too difficult to get it to be exactly like this um yeah well one one thing they could possibly do and this might be a usp for us in the future is um we could like i'm thinking i think stable diffusion does is you can create your own like custom preset or i don't know what the term is

for it again i'm not the most technical guy out there um but like imagine for a specific client you would create their own custom ai presets for like the video side of things right so like branding guidelines it has all their branding guidelines in there no yeah seriously and then even like the look for their videos it's all part of that because i'm thinking if you're doing text to video and you're doing not just one-off clips there would have to be a consistency in the content yeah so you would have to have like a specific i don't know preset designated to consistently get the same content out of that, uh, at the end of the series of prompts.

Right. So that could be potentially one thing that we could use as a, as a USP. Um, and that, that we could tell clients, it's like, you have your own AI, uh, custom AI for this project. So we will create your own profile and it'll be everything that we create will be tailored for your content. And then that might justify the potential cost increase as well, right? Because it has to be like custom to that client, you know? Yeah. Well, it's the creative input that you're putting in that you're going to be charging for you know sometimes you're not it's not always just pure labor that you're charging for it's also what what value you're giving the client at the same time there's always

that kind of little bit of a balancing act you have to kind of determine when you are quoting for things not even creativity one other not even creative input it's actually it would just be consistency yeah because you're creating the initial creative for it to be able to be consistent right yeah no but the consistency would probably be the key because yeah you could go to sora and get something and then you might go to another um text-to-video software and get something else but trying to match those two would be like trying to match like different camera footage together in a way right or even between shot to shot might be the same situation like imagine if imagine in a video like you're creating let's say 30% of it would be AI generated right but like what would the consistency be like imagine it like the difficulty in trying to get it to all be similar like try doing that in mid-journey try to create like a consistent series of images

and like craft a story out of that it's actually tough it's very tough so it'll probably be the same thing with the video so that would probably be a usp and you know what we would just be we wouldn't really be losing money on projects. We'd just be shifting budgets. So again, if production cheapens out a little bit, well, that would probably just go to pre-production or post. So maybe if you were very production side heavy, it would just end up being more pre-production heavy now, cost-wise, or post-production side.

Yeah, well, it's essentially kind of like how you shift money around when you're doing animation videos, right? There you spend all the time that would have been in production, more so in the pre-production side of things. Like in when you're creating an animation video, it's like 80% pre-production, 20% actual creation of the content. Because at that point, everything has been decided. and then it's just minor tweaking right so it'll it'll be something very similar to that where it's going to be more more less production focused more pre and post side of things another thing that we did talk about a couple days ago

was about how potentially what this what you could even do with this down the road is if you were to go to a certain location remotely and film the entire space and kind of like 3d map it almost and then feed that into sora maybe you can tell sora it's like hey here is the space for the look almost like a location scout right so you do a location scout and you 3d map everything there with poly cam and you just like a lidar scan of like the whole area or like the shooting area exactly and then you can tell you can tell sora hey we want to create this kind of sequence of scenes with these people can you create a mock-up storyboard video or film of it right like this is kind of like where it goes back to where it can help in the pre-production where you map out almost the entire scene of what it'll

look like and it'll look very realistic it's like and then you can show it to a client it's like hey this is what we're going to go for with your people and your talent uh let's let's plan for it like it could be very interesting to that point where even if the video is so good, you may not even need to actually film it. You know, that scan will essentially do it for you. But I don't know. Again, everything we're talking about in this video, it's all speculation of what could happen, you know, based on what we've seen in the past.

It's still early days. You know, we'll see what happens in a couple years time, how it gets integrated in it. You know, I mean, with the introduction of ai photos i still think that there is a need for photographers now so i don't know we'll we'll have to see speaking of photographers i was speaking with a photographer friend of mine he mentioned that there's people using ai to create headshots out of their photos have you seen that what no i haven't seen that yeah that's funny man but yeah it's still not there so anyways we're obviously going to advocate for for our side more so advocate for us being there

than the ai side but i don't know i think if you're i mean i think if you're actually in immersed in it you'll understand the limitations and but again who knows they might just figure it out who knows it'll be interesting i mean why did this have to happen to our generation we're dealing with so much stuff covid this 2008 this is every generation this is every generation that that says something like this i'm sure the previous generation of photographers and and uh and uh they had film for the longest time kiro what are you talking about they were dealing with film for like a hundred years i know they were dealing with film and then the introduction of digital all of a sudden almost

killed them you know like a lot of other a lot more people started coming in and taking their work you know i'm saying our generation they got to enjoy it we got we got digital we started like what mid mid to early to mid 2000s that started right and now it's already changing so well anyways who knows who knows what the future is going to be like yeah i'm i'm curious but i think the the successful people in our industry will learn how to adapt and integrate it in a certain way or navigate it uh i think there's still also going to be the need for clients wanting to uh have a good experience working with people at the same time you know if it's just always going to be just one person in a room just just dealing with i think the budget is going to i think the budget is going to be the determining person in a room just dealing with a computer.

I think the budget is going to be the determining factor for that one, Kirill. I don't know. I'm just saying. It's like what people will want to go for, but I don't know. I don't know. We'll see. Time will tell. That's all she wrote.

Yeah. Anyways, all right. Well, let us know if you had differing opinions or if you agreed with us. Let us know in the comments, and yeah, we'll catch you on the next one. All right. Thanks for listening. Take care guys. Thanks for listening to this episode of creatives grab coffee.

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