When most people think of AI, they imagine something fairly underdeveloped.
Siri, Alexa, and other virtual assistants work better than ever, but you still can’t have a conversation with them.
Customer service bots have made our lives easier, but they get stuck the moment things get a little complex.
For this reason, you probably don’t have much hope for text-to-video services.
A text-to-video platform allows you to input text for a realistic human to read.
While you’ve probably seen deepfake videos which are extremely realistic, chances are that you don’t expect an automated, mass-market service to be able to meet your expectations.
However, text-to-video software is already changing the marketing landscape. Here’s what you need to know.
It’s Extremely Realistic
If you watch a video made using text-to-video software, you won’t see a realistic-looking bot.
Rather, you will see a human talking naturally. Unless you know that it was amde using AI, you simply won’t be able to tell the difference.
That is, at least, when it is done properly.
While text-to-video will automatically create a natural-looking video, the creator of the text may need to include directions for emphasis, pace, and other aspects which improve communication.
AI cannot guess what a human’s intention is, but neither can humans without context.
Since text-to-video services run on algorithms and do not need the input of experts, it is far more affordable for businesses than traditional deepfake technology.
Considering the amount of money saved on professional actors, equipment, camera operators, and editors, text-to-video makes marketing much cheaper.
This means that small businesses no longer have to rely on text-based advertising.
They can have videos explaining their products much more effectively than plain text can, saving viewers the effort of having to skim through the info themselves.
Characters and languages
Every marketing student learns the story of how a baby food company shocked foreign customers by putting a picture of a baby on the product.
These customers were used to seeing pictures of the food on the containers, and assumed this new product contained real babies.
The story is a myth (and problematic in its portrayal of other cultures), but the concept it is used to highlight is poignant in our age of globalisation.
Even the smallest business no longer caters only to their local community.
The problem is that, while foreign markets are there for the taking, there are language and cultural barriers.
Text-to-video goes some way to resolve this, with the ability to use characters from different cultures speaking different languages.
You will still have to get a fluent speaker of the language to look over your text to make sure it is accurate and flows properly, but you won’t have to hire a foreign actor or rely on your English advert being understood.
Text-to-video marketing shows that AI is closer to changing the world than you might have thought.
Using an AI avatar no longer means a somewhat humanistic bot.
In fact, with the right input, you won’t know you’re not looking at a real person.