AI provides a lot of opportunities for video production, but the biggest isn’t what you think.
From live footage to VO’s, AI is changing how video is produced, presenting new opportunities at every stage.
But the biggest opportunity is paradoxically not the opportunity to use it to create content.
The biggest opportunity is to build trust in brands through its deliberate rejection, and produce content that people can trust to match their experience.
Whilst this has always been the main point with video, the difference now between AI and reality has never been more blurred.
In the past video may or may not have been trustworthy.
But with AI, video is now NOT trustworthy…it’s no longer real.
So businesses now have an opportunity.
Abandon the idea that their marketing is a reflection of reality but maybe saving money.
Or embrace a nuanced policy, exploiting the lack of trust in AI to reinforce trust in their brand.
But it’s not just an opportunity that AI creates for brands, it’s an existential threat.
It destroys the idea you can trust in brand, through conflating lack of trust in AI, with brand.
If what we see can’t be trusted, how can the consumer trust the advertised brand experience?
The very concept of brand is based on trust… it’s why brands were created in the very first place.
Remove trust, and you destroy the value of brand.
Brands which embrace AI wholeheartedly, risk being damaged or destroyed through that association.
The 2023 Edleman Trust Barometer reveals that businesses are the most trusted institutions, with politicians and the media least trusted.
With politics and the media at the centre of “Fake News”, is that correlation or causation, or a bit of both?
Either way, there is a opportunity for business to demonstrate a nuanced position, not doing so risks losing their strong trust, endangering brand health.
Brands now have the most trust of any institution, AI endangers that and will waste the opportunity that enables.
To find out more about how Page One can create real stories using real people for your brand, contact us.
