This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're exploring the rapid evolution of AI video with Seth Woodall, the mind behind the viral "Pepperoni Hug Spot" commercial. Is AI video the future of marketing, or just another fad?
—Elena
AI videos will move from novelty to mainstream within the next 6-8 months.
According to our expert Seth Woodall, AI video technology is advancing so rapidly that consumers soon won't be able to distinguish between AI-generated video and traditionally filmed content. What was once "nightmare fuel" is quickly becoming indistinguishable from reality.
AI video’s not going anywhere.
The AI video landscape is evolving at breakneck speed. Here's what marketers need to know:
- Production is more complex than you think. Most AI videos aren't created with a single prompt. They require teams of people spending hours on careful prompt engineering, post-production, and refinement.
- We're rapidly approaching imperceptibility. The quality gap between AI and traditional video is closing quickly. Seth predicts that within six to eight months, AI video will be virtually indistinguishable from traditional content to the average viewer.
- Control is the final frontier. The current limitation is precise control. AI video still operates a bit like a slot machine—you might need 10-20 generations to get what you want. The company that solves this control issue will have a significant advantage.
- Customization is becoming more powerful. Tools like LoRAs (Low-Rank Adaptations) allow brands to train AI on specific products, faces, or styles, opening up new marketing possibilities without traditional photo shoots.
- AI adoption is already happening quietly. Many brands are already implementing AI video in their campaigns without announcing it. Unlike the publicity around Coca-Cola's holiday AI commercial, most companies are simply incorporating AI as another production tool.
“Coca-Cola Causes Controversy With AI-Made Ad"
This NBC News article by Bruna Horvath examines the mixed reactions to Coca-Cola's AI-generated holiday commercial and raises important questions about the future of AI in advertising.
Technology and creativity work best together.
“The art challenges the technology, and the technology inspires the art.”
— John Lasseter, former CCO at Pixar