Unlocking Efficiency: Must-Have AI Tools for Multimedia in Marketing

In the vast landscape of AI tools available for marketers, navigating the plethora of options can be overwhelming. Creating video is time-consuming, however video is stellar for marketing efforts. Did you know that a social media video generates 1200% more shares than text and image combined? If marketers haven’t already, they need to take their content to the next level by incorporating video into their strategy.

Working on a recent ‘Thank you’ video for our clients had me pondering the different multimedia tools available to marketing today that can solve common issues, hindering folks from creating video content. In this article, we'll take you through the journey of creating our thank you video whilst exploring some AI technologies that our dynamic multimedia marketing team has recently added into their toolkit, offering you valuable insights and inspiration.?

Eye contact

In the realm of multimedia, establishing a genuine connection with your audience is crucial. Whilst filming the thank you video for some of our clients, I was speaking from the heart but occasionally I needed to refer back to my notes on the screen to prompt myself on the next thing I wanted to say. Our handy multimedia team used the "Eye Contact'' feature that was introduced by Nvidia in early 2023 in their Broadcast app. The effect moves the eyes of the speaker to simulate eye contact with the camera — achieved by estimating and aligning gaze, meaning that my eyes were looking at the camera more consistently.?

You can trial different technologies for this issue, however, we’d suggest Descript as your eye contact tool of choice as it has made eye contact editing much more accessible and is now being touted as the default tool.

Adobe AI audio enhancement

Audio quality can make or break multimedia content, especially in user-generated recordings, where multimedia teams may not be on hand to correct audio issues. Let’s say, during the filming of my thank you video, there was a car that zoomed past and created some unintended background noise. The whole audio sounds amateur and disruptive.?

To mitigate this issue, our team relies on Adobe's AI audio enhancement tool. Perfect for situations where users record with subpar equipment, this tool transforms mediocre recordings into professional-sounding content. The time saved from avoiding re-records has significantly streamlined our content creation process and saves the user time recording multiple takes!

Wisita's auto-generation of chapter markers

Since this was a short video, chapter markers were not necessary. But for longer videos, the multimedia team will use Wistia’s auto-generated chapter markers to divide the video into distinct segments or chapters, each representing a specific section or topic. These help the user easily navigate to specific sections, enhancing the user experience. There is some evidence that chapter markers also enhance SEO.

AI translations

If you work in a global organization, you might need translated videos. Thoughtworks is a global organization, so to have the option of translating the thank you video was important for us. However, as our AI team would support, it’s incredibly important to be transparent about AI use. As our Europe Head of Social Change, Julien Deswaef, argues, it’s important to be open about AI use to build trust with your audience.?

So, which tools can you use for translations? Rask.ai is able to not only auto-transcribe and translate content fairly accurately, it also tries to “clone” the subject’s voice and dub the translated audio over the original video. For an additional cost it morphs the video to get the talent to “lip sync” with the translated audio track. It’s not perfect but an interesting use of the technology. ElevenLabs could also be a contender to try as they are more cost effective and offer similar services. However, they do not offer the additional cost of lip-morphing technology.

COMING SOON- Sora

A rising star in the AI landscape, Open AI's Sora, is generating excitement and curiosity in the tech space. Though not yet available to the public, Sora promises to create realistic and imaginative videos (though some may argue, animation) from text prompts, akin to the capabilities of DALL-E. This could be a game-changer for content creation, helping organizations avoid expensive video production costs. Keep an eye out for this tool!

Overall

I hope you found the journey of our thank you video creation useful! As the world of AI continues to evolve, integrating these tools into your multimedia strategy can significantly enhance efficiency and creativity with video production. Video is no longer a choice- it’s a necessity to stay at the top of the game. Automating and taking advantage of these tools is an investment, but exploring them will help you discover new possibilities for your marketing endeavours. Let me know if you are currently using any of these tools and which you end up trying!

Please note I have no personal relationships with any of the companies mentioned.