I’ve been blogging and tweeting quite a bit about how artificial intelligence and machine learning are positioned to dramatically change the way marketers and social media teams create and distribute content.
Many content development tools based on these Industry 4.0 initiatives are in the relatively early stage of development and use.
Content curation however, a tool I have leveraged for over a decade to add strategic value to a wide range of proactive programs in the cloud, data center, edge computing and security industries, is one excellent example of how machine learning is delivering value to content creators and marketing teams today.
I write about machine learning and content creation in the post, Machine learning tools for content creators…curation.
Matt Cimaglia, founder of Cimaglia Productions, offers another perspective on how content creators are leveraging artificial intelligence and machine learning today in a feature story published last month in Entrepreneur.
The Future of Video Advertising Is Artificial Intelligence offers a candid and detailed look at how artificial intelligence is transforming video production. The story outlines how videos have been produced historically and describes how the process changes when an algorithm is thrown into the production mix. From the article:
The algorithm can cut a different video ad in milliseconds. Instead of taking one day to edit one video, it could compile hundreds of videos, each slightly different and tailored to specific viewers based on their user data. Then, as the video analytics flows in, the algorithm can edit the video in real-time, too — instead of waiting a week to analyze and act on viewer behavior, the algorithm can perform instantaneous A/B tests, optimizing the company’s investment in a day.
Cimaglia goes on to boldly state that artificial intelligence will make human video editors obsolete.
That’s quite a transformation story and a great example of how artificial intelligence is dramatically changing the content development industry today.
I am generally a fan of promotional videos that are educational, somewhat fun to watch and relatively short in length.
This was true 15 years ago when I launched my first promotional video on YouTube, just as true during the time when I was managing content and video promotion for organizations such as the Climate Savers Computing Initiative, the OpenFog Consortium and the Open Data Center Alliance, and remains true today as advertising and promotional videos populate feeds on every major social media platform.
As a key message development expert, I tend to judge promotional videos based on how well messages are communicated.
Key messages always matter – no matter what the medium – but are even more critical when many of today’s marketing and promotional videos range from six to 15 seconds in length.
Some of my favorite key messages tend to be those that are conversational, easy to repeat and clearly stand out on social media feeds.
Will artificial intelligence take over the key message development process?
If the adoption of artificial intelligence continues in the marketing industry at such a rapid pace, I’m betting the answer to that question is yes. – Russ DeVeau