Glance through the latest headlines, and you’d think AI can do practically anything.
Pass the bar exam. Detect cancer. Even scoop dog poop.
It’s an incredibly useful tool – especially for video marketing.
But there are still lots of things it can’t do.
Until artificial intelligence is truly autonomous, humans need to wrap their minds around how to use it best. That’s easier said than done since AI capabilities are increasing by the day. At Paper Jacket, we’re focused on figuring out exactly what it can do for clients like you – and what it can’t.
Here’s what we’ve realized so far.
PRO: AI Helps Us Spend More Time Focused Where It Counts, on You
Even in these early days, AI is great at streamlining processes.
It helps us get more done faster. But it’s not “automated.”
At every step on the way, there’s still a real human being who needs to craft the concepts and check on the results. That keeps our videos – and your marketing – out of the uncanny valley. And it means our team can spend more time on what really matters: Making sure the process is smooth, simple, and satisfying for you.
Let’s look at just a few ways AI can free up time during video marketing:
- Fast development of effects and overlays, like captioning, that help keep attention on your videos.
- Cleaner, more effective audio editing, giving crystal clear sound quality to every video we produce.
- Easier identification of the top “highlight clips” from each video that can feed your social media.
Right now, these gains are incremental. They might save five minutes in an hour-long editing job. But those bits and pieces add up. And every time we use AI, we find new ways to ensure the end product is even better. We’re evolving with new technology, just like we did when video marketing burst onto the scene.
Our clients are already seeing the difference. Their videos hit harder and get shared more.
All in all, AI is great when it frees humans for the most important tasks at hand. Our already highly responsive team has gone further than ever helping customers with their needs, their challenges, and their questions at every turn of the media production process. And we’re excited to see what the future brings.
So, does that mean we’re not far from seeing ChatGPT as our new Creative Director?
Heh, not quite.
As impressive as AI is, it still has shortcomings that call for a careful approach.
CON: AI Still Can’t Compete With Content That Has the Human Touch
Head onto YouTube these days, and you can spot AI-generated content at a glance.
There are thousands of channels narrating Reddit posts in the same monotonous AI voice.
Sure, it’s possible to craft something a little more impressive than that with AI tools. But when you cut humans out of the picture, what you end up with is just an imitation. Lifeless. And that kind of content can’t do the one job it’s meant for: Creating a bond of trust between you and your audience.
And that’s more important than ever.
We’re entering a new age of authenticity. Customers recognize that AI is everywhere and that, soon enough, they might not be able to tell what’s real and what’s not. Instead of jumping in with both feet, they’re looking for what’s missing: the warm, personal connection between them and an advisor who can meet their needs.
Your business.
You.
Video marketing is so powerful because it’s the next best thing to being there in person. It’s no surprise that in 2020 – when people couldn’t get together no matter how much they wanted to – was when it took off. And it’s even more crucial today than it was then. AI is great behind the scenes, but it doesn’t belong on stage.
That’s where you come in. And we’ll use all of our AI tools to help you.
Great Media Production Gives the Insider View of Real Humans Doing Real Things
Online video content makes the biggest difference when it shows people at their best:
- Your customers explaining why they chose you and how you helped them.
- Your staff describing why they started in your industry and your community.
- You, meeting the viewer’s eyes, laying out your vision for improving their life.
When your media captures what it’s really all about, that’s like lightning in a bottle. Even though AI polishes your content like nothing else, it can’t recognize those opportunities. At Paper Jacket, our expertise isn’t just recording your media; it’s helping you connect – and truly get heard – by people who can move you forward.
There’s one more crucial thing we’ve discovered about AI:
Getting it right takes time.
We already had a time-tested, efficient process for video marketing that AI could slide right into. But most small businesses are still figuring out just how to integrate AI in a way that makes sense. Unless you’ve got a budget the size of FedEx or Coca-Cola, those experiments can take a long time before you see results.
You don’t have time to waste.
You Might Not Have Time to Learn AI, But You Can Still Use It To Succeed
AI tools can make content marketing easier. There’s no doubt about that.
But AI is yet another plate for you and your team to keep spinning.
Since every AI solution is a little bit different …
That new “plate” could soon turn into a whole dining set.
For a lot of small businesses, today’s artificial intelligence just isn’t what you want, need, or will benefit from. That’s why you need trusted partners who’ve found the specialized AI use cases that will work on your behalf – without having to search high and low to figure them out yourself.
That’s where we come in.
Paper Jacket’s media production harnesses the power of AI with heart:
- We start by listening more than we talk until we understand you, your business, and your strategy.
- We use AI where it makes the most sense, not just wherever it fits, to craft exceptional visual media.
- We’re with you every step of the way so you can feel good about the process from start to finish.
We’re no strangers to innovation. But, like you, we don’t reinvent the wheel.
We understand where humans need to take the lead.
Get Started with Video Marketing – and Skip the Thousand-Hour Learning Curve
Our customers tell us video marketing is already tough to break into.
Why make it more complicated?
Team up with Paper Jacket, and you can rest assured that there’s a team on your side that’s figuring out the nuts and bolts of AI. You stay focused on what you do best, and we give you video, photography, and podcasts that will spotlight your brand in the new age of authenticity. It’s all about your voice – and AI is the silent partner.
Contact us to learn more or launch.
