@tjrobertson52

In the last few weeks, I've spoken with several big brands who are asking me why are we spending tens of thousands of dollars on ad creatives when we can create the exact same thing at a fraction of the cost with one of these AI video generators like v 0 3? So we just wanna talk a little bit about AI video and whether or not you should be using them for ad creative. First, let's talk about popular sentiment around AI video.

If you go online, it looks like everyone has a very strong opinion about AI video. But when you talk to the average person, I don't think that actually tracks. By my estimation, there's about 10% of the population who absolutely loves AI video and about 10% of the population who is disgusted by it and thinks it's an abomination.

The remaining 80% really don't have a strong opinion. Before I provide my thoughts on when you should and should not use AI. Video, I do wanna address one common misconception.

One idea I hear a lot is who cares what people think about AI video? They're not gonna be able to tell. They will be able to tell.

The most advanced tools right now, like v 0 3, are already watermarking their videos, which means you can just throw it into a tool and it'll tell you it's AI created. But even if that wasn't the case, there are always tells and If you have a million people looking at a video, someone's gonna find them. The truth is, AI video is really good right now, but it's definitely not perfect.

That being said, on the other side, I see people constantly saying that AI video will never be good enough, and that makes no sense to me. Yes, the final 10% will be the hardest and slowest, but it's never gonna stop getting better. So let's talk about when it's okay to use AI video now, we can talk about how it's probably gonna change in the future.

I think there are two situations where it's totally fine to use AI video right now. One is as a replacement for stock video if the video is not making any factual claims about actual people. If you would feel comfortable bringing in stock video, this is typically going to be for B roll or demonstrating the concept.

I think we're just getting to the point where most people are totally fine with AI video being used for that. Now again, 10% of people will hate you for it. So if your brand can't have 10% of the world hating your ad creatives, then don't use it.

And the second time I think it's okay to use AI video is for playful or funny content. If your brand isn't particularly serious, if your content isn't on a sensitive subject matter, then I think there's a lot of space to Play in where people know they're watching AI video, but they don't feel like you're being misleading or insensitive. But, of course, this is an evolving technology, and culture is evolving along with it.

So a lot of the sentiment and acceptable usage is gonna change in the next few years. And of course, no one knows what that's gonna look like. But let's speculate.

My guess is that within a few years, AI. Content will be completely normalized. It's gonna be so cheap and easy to make high quality videos with AI.

That I can't imagine a world where most of the content isn't created by AI. And your first thought might be, gross, AI. Content sucks.

And sure, most AI. Content has sucked up till now, but it sucks a lot less today than it did a year ago. So it stands to reason that within a few years, we will have a flood of high quality AI.

Content, and that's going to dramatically change not just the internet, but the world. And I talked about that in some other videos. Now, a lot of people's reaction upon hearing something like that is, I don't care if it's high quality.

I don't want most of the content out there to be made by AI. And I actually feel that way myself. And I think enough people are gonna feel that way that even when AI.

Content is both good and Cheap. There will be a huge demand for human created content even when AI. Can do everything better than humans can do.

Humans will want to connect with real humans, and humans will trust content creators more that actually show themselves. Meaning it'll be much easier to connect with your audience with real people than AI. Generated ones.

So while I do think that every company should be looking at AI. Video and thinking about how it might be part of their content strategy, I would advise being very thoughtful and tasteful about how and when you integrate it.