4A's Noteworthy News - 18th Edition
Note this post first appeared on LinkedIn.
THE BIG STORY:
Big tech platforms make text-to-video available to the masses
It’s been another week of rapid AI advancements, with several major platforms launching new text-to-video tools. Amazon, YouTube, and Snapchat have all joined the race to make video creation accessible to the masses. What was once a highly specialized skill is now a few prompts away, further democratizing the production process.
The implications for agencies are many, but here are three insights to focus on:
As these tools become widely available, clients are soon likely to request video content in larger quantities - and faster and cheaper than before. This will push production teams to rethink their workflows - and push agencies to defend the value they deliver as some previously time-consuming tasks become automated.
The market will flood with content of wildly varying quality, potentially diluting brand value if not managed carefully. Agencies will need to prioritize quality control — managing clients expectations around speed/quantity/quality, the need for human oversight, brand alignment, value and performance. These human criteria will be key to standing out in an algorithm-driven sea of mediocre content.
The first two points naturally extend to creators / influencers agencies might consider. AI tools may enable them to create content more quickly to react to trends. But, it also means agencies will need to carefully vet the quality and originality of influencer content. With AI-generated content becoming ubiquitous, the potential for over-saturation is high, and brands could risk appearing repetitive or generic if their influencers are churning out similar AI-generated videos. Agencies may need to help influencers strike the right balance between AI-generated convenience and genuine, human creativity.
Then there’s the thorny issue of content provenance, which we have raised before. Consumers already have a tendency to distrust content produced by AI. These new AI tools raise fresh concerns about the authenticity and ownership of what’s being produced. How will agencies ensure that the videos they’re distributing are genuinely unique, legally sound, and reflective of the brands they represent - while also building consumer trust?
The bottom line: Agencies should embrace AI-driven video but tread carefully. AI can churn out videos at scale, but human oversight is essential for preserving creativity, quality, and authenticity.
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OTHER INTERESTING AI NEWS:
Deepfake Defense Tool for Free: TrueMedia launched a free deepfake detection tool just in time for the election season. Read more
9 AI Tools Agencies Should Know: From HeyGen to Hugging Face, here’s a roundup of AI platforms that could level up your agency’s tech stack. Explore more
AI for Consumer vs. Enterprise: Jeff Danley breaks down why agencies need to differentiate between consumer AI and enterprise AI in their strategy. Learn more
AI's Media Impact by the Numbers: Check out the latest stats on how AI is reshaping the media landscape. See the data
Google’s AI Image Watermarking: Google is rolling out tools to help users detect AI-generated images. Get the scoop
Runway Partners with Lionsgate: Runway is shaking up Hollywood by partnering with Lionsgate to integrate AI into movie production, with potential lessons for advertisers. Find out more
California’s New AI Legislation: Governor Newsom contemplates SB-1047, a bill aimed at addressing AI challenges, while other California AI bills clear the next hurdle. Read more
Microsoft’s Copilot Wave 2: Microsoft gears up for the next stage of its Copilot 365 AI assistant, bringing even more automation to office workflows. Learn more
Bias in AI Marketing: Agencies are juggling human and AI-led fixes to combat bias in AI models—a critical task as clients become more concerned about AI fairness. Read up
ChatGPT’s New Cognitive Leap: FastCompany dives into ChatGPT’s evolving thought process and the dangers that come with AI mimicking human cognition. Check it out
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The NFL's AI Innovation Hub is a testing ground for new marketing strategies - The NFL’s AI innovation hub is helping the league experiment with marketing strategies using cutting-edge technology. By applying AI and generative tools, the NFL can now deliver personalized content tailored to global audiences.
