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As part of our blog series on AI tools for Marketing teams, Amber Phipps shares her feedback on using AI for video content.
AI tools have come incredibly far over the last 12 months. In particular, tools for video creation and editing have undergone a lot of development and change. There are now tools available to turn PowerPoints into video, images into video, and even text into video, with the ability to generate AI avatars and characters that follow your own AI generated script now being widely used.
The key point to note with any AI tools is that they should be used as assistance when creating content, not a full crutch to lean on. They still require human intervention and editing to some extent.
It’s a cut!
A large majority of the “AI” video tools now available are focussed on video editing, with a few AI tools or assistants incorporated. This means there is still a heavy amount of human interaction needed to use these tools to their fullest. Also, as they are solely video editing tools, you will still need to capture and provide video content that you want to edit. These tools, overall, are not designed to create content from scratch – like text to video AI tools are.
For teams wanting to dip their toes into video editing without needing a huge budget, CapCut[1] is a tool worth exploring. Its platform design, ability to make or use video templates created by other users (especially of trending TikTok or Instagram reel formats), and versatility to create and adapt content across different platforms, makes it an excellent starting tool.
Other great and easy-to-use video editing tools include: Filmora[2] and Veed.io.[3]
Can you hear me?
Any great video needs clear audio to accompany it. Adobe has their own AI audio enhancing tool – Adobe Enhance/Podcast[4] – that can be used to clean up and enhance audio to sound like it was recorded in a professional studio. Krisp[5] is another audio enhancing tool, also available with a transcription and notes tools as well. These tools are simple and easy to use, however they do have limitations depending on whether you are using the free version, or a paid subscription.
Anything to video…
Text to image has been an incredible application of AI over the past year, so with text, PowerPoint, and image to video tools developing, it has been an exciting time for video creation.
After testing out a lot of these text to video tools, Rawshorts[6] came out on top as my standout tool. Using a Chat-GPT style chatbot to build a script and video structure, Rawshorts then uses AI to create an infographic-style video which you are then able to edit. The initial product the platform creates is a perfect starting point for teams developing video. However, like most AI tools, it is not a final product and further editing is required to curate the finished product.
Other text to video tools include: Runaway.ml[7], Synthesia[8], invideo AI[9], Pictory[10], and Creatus.AI.[11]
Takeaways
There are plenty of brilliant AI tools now available to assist in the creation of video content, and it’s exciting to see how they will continue to develop over the next 12 months, especially with a lot of these tools having free versions, or free trials available to gain an understanding of how to use them.
However, they cannot replace the work of a creative human mind, and creatives across all industries have valuable expertise and skills that AI tools simply cannot bring to the table. I’m very eager to see how uses for AI develop over the coming months and years and am enthusiastic to see how these tools can continue to assist in the creative industry going forward.