Ryan Stone, Founder & Creative Director, Lambda Video Production
Ryan, can you tell us a bit about yourself and your journey to becoming an expert in video production, marketing, and AI?
I studied Film & TV at university, but at that moment in my life, I was aspiring to work in feature films as a director. However, during my time making films and working in the industry, I found that I enjoyed the more commercial side of it--making short and impactful adverts, commercials, and branded films. At the time of my graduation in 2009, Facebook was making its way into the public consciousness, and YouTube was beginning to be seen as a viable marketing platform. I started my video marketing company, and as a young person creating online video, the company quickly became a success. We've now been going for 15 years and have seen a raft of changes in the production industry, trends in audience and consumer behavior, and not to mention a myriad of broadcasting platforms and styles. We've worked across almost every industry and produced films from short adverts to long-form documentaries.
What key experiences or insights sparked your interest in using AI for video marketing, leading you to where you are today?
From my studies, I know that the film and entertainment industry has faced numerous 'industry-killer' technologies in its time. From sound and color, to TV, the internet, and the power of the 4K camera in a phone. However, when we look back, we see that not only did it not destroy the industry, but it developed it and took it to exciting new places. We reasoned that AI was just the latest technology in this saga. So, we ensured that we embraced it, educated ourselves, and built it into our workflow. With that decision, we found we were able to produce more effective pitch documents and concept art, we could easily script technical pieces and create complex documents, and finally, the wealth of AI tools that support post-production has allowed us to improve the speed and efficiency of this stage, as well as improve the quality of certain aspects of the production in post.
Many of our readers are marketers looking to integrate AI into their strategies. What would you say is the most significant way AI has changed the game in video production from a marketer's perspective?
AI has, in my opinion, increased the opportunities for getting creative ideas approved. Previously, it might have been difficult to effectively articulate an idea to a client and get their support. However, AI now offers a number of tools that allow creatives to visualize and demonstrate their idea and reassure clients of the final outcomes.
You've highlighted the potential of AI text-to-video technology. For marketers who are excited about this but intimidated by the technical aspect, where do you recommend they start experimenting with this technology in a manageable way?
Text-to-video platforms are a great alternative to sourcing stock footage. So, don't try to create a full commercial from scratch; instead, try using these tools to generate single scenes or clips that complement an existing project. This will keep the expectations and requirements low and achievable, while giving you the opportunity to experiment.
You've spoken about using AI to streamline your video production workflow. What's your advice for marketers working with limited budgets and resources who want to leverage AI for better video content?
Platforms such as ChatGPT provide a way to generate ideas and scripts quickly and efficiently. Text-to-Video or Image-to-Video platforms can help generate usable video content for projects, reducing the need for filming, CGI, or VFX artists.
With AI constantly evolving, what are some upcoming trends in AI-powered video marketing that you're particularly excited about, and how do you see them shaping the future of advertising?
Text-to-video is finally here, and as it evolves, fully AI video content will become easier to produce. This will raise the production value of low-cost content by integrating cinematic-style video and inaccessible CGI & VFX.
Considering the potential for misuse, how can marketers ensure ethical considerations are addressed when using AI in video marketing, particularly regarding deepfakes and misinformation?
Marketers should steer clear of producing deepfakes and be sensitive to producing any content that is fictional but presents itself as real. Any AI-generated content should ideally be flagged and noted when promoting the work.
Looking ahead, what advice would you give to aspiring video producers and marketers who want to thrive in an increasingly AI-driven landscape?
Keep experimenting with the tools out there. Take small steps, and keep playing!
