The AI Video Transformation Pyramid: Navigating the Landscape for B2B Video Content
When most people think of AI, they think of tools like ChatGPT that primarily focus on text. So, it's natural that when they consider AI's application to video, they primarily envision a similar text-to-video capability - an extension of the text-to-image models we've seen with Dall-E and Stable Diffusion. In short, they imagine something like this:
This vision is undeniably cool. It’s very exciting to imagine a future where anyone anywhere can simply create a Hollywood level blockbuster (or high-end B2B sales or marketing asset) from their keyboard while sitting comfortably at their local café or bar.
However, this perspective overlooks the full extent of the revolution happening in video through AI right now. In truth, "there’s levels to this.”
Beyond the text-to-video showcase demos and avatar video use cases lies a multifaceted landscape of AI in video that has incredible promise and power to connect messages with new audiences in exciting ways. For B2B sales and marketing professionals, this presents a goldmine of opportunity.
To fully take advantage of this opportunity, however, it's critical that a B2B leader:
Understands the full extent of the the new AI landscape as it relates to content.
Understands how the different tools and platforms can be combined in an additive, compounding way to fully maximize the power of each.
Introducing the AI Video Transformation Pyramid
The reality is that the AI video landscape is multi-layered, offering a spectrum of capabilities that can revolutionize the way B2B companies connect with their audiences. To navigate this dynamic landscape, we introduce the concept of the AI Video Transformation Pyramid - a framework that categorizes AI video tools and techniques based on their explicit application of synthetic content and the current scope – the extent of use cases that can be delivered today.
Each layer represents, in some ways, a building block for the layer above it. For example, use of AI Video Optimization tools (Layer 1) allows for additional content to be used as part of the assembly process (Layer 2), either by the upscaling of archival footage, the discovery of neglected assets or the recommendations offered by AI analytic capabilities. This compounding effect is true of each combination of layers.
The 6 Layers
Layer 1: Optimization
Description: AI capabilities that enhance the quality of existing and legacy video content and facilitate management, discovery and accessibility, ensuring sales teams can easily find, share, and repurpose relevant content.
Examples:
Advanced upscaling of legacy assets
AI-powered video search and content discovery
Next generation adaptive video compression and optimization for faster loading and sharing
Benefits:
Improved searchability and accessibility of video content.
Increased pool of useful assets
Enhanced video performance across different platforms and devices.
Layer 2: Assembly
Description: AI assistants that enhance, refine and reimagine current content creation process, enabling sales and marketing teams to produce high-quality content with ease.
Examples:
AI-powered scriptwriting and storyboarding tools
Automated video editing suggestions and enhancements
Real-time feedback on video performance and engagement
Benefits:
Reduce the time and resources required for video production
Empower sales teams to create professional videos without specialized skills
Improve video effectiveness based on data-driven insights
Layer 3: Expansion
Description: AI capabilities that allow sales content to connect with wider audiences and personalize content for different regions and languages.
Examples:
Automated translation and subtitling
AI-powered dubbing with lip-sync technology
Real-time localization of on-screen text and graphics
Benefits:
Expand market reach and engage with international customers
Eliminate language barriers and improve accessibility
Deliver personalized video experiences tailored to specific regions
Layer 4: Repurposing
Description: AI powered platforms and tools that maximize the value of video content by enabling easy repurposing and customization for different audiences and channels – potentially in real time.
Examples:
Automated highlight reels and key moment extraction
AI-driven video editing for different lengths and formats
Dynamic content adaptation based on viewer preferences or demographics
Benefits:
Extend the lifespan and reach of video content
Tailor videos for specific use cases and target audiences
Improve engagement and conversions through personalized video experiences
Layer 5: Augmentation
Description: Generative AI content that enhances the visual appeal and engagement of videos, creating more personalized and impactful connections with viewers.
Examples:
AI-powered eye contact correction and gaze adjustment
Personalized video elements based on viewer data
Dynamic background replacement and scene enhancement
Benefits:
Foster deeper engagement and connection with viewers
Deliver personalized video experiences that resonate with individual prospects
Create a polished and professional look for video content
Layer 6: Generation
Description: Fully generated AI video content that allows for highly scalable and personalized video content creation, especially for tasks like product demos and personalized outreach.
Examples:
Text-to-video generation (as described in the introduction)
AI-powered human avatars for virtual presentations and demos
Dynamic video generation based on real-time data and interactions
Benefits:
Generate a vast amount of video content quickly and cost-effectively
Deliver highly personalized video experiences at scale
Create innovative and engaging video formats
Unpacking the Pyramid: A Glimpse into the Future
In the coming weeks, we'll embark on a journey through the AI Video Transformation Pyramid, exploring each layer in much more detail and uncovering the unique opportunities they present. From enhancing existing video content with AI-powered editing and effects to generating entirely new videos from scratch, we'll delve into the practical applications and strategic implications for B2B sellers and marketers.
What exactly lies within each layer of the Pyramid? How can these AI tools be leveraged to create compelling, personalized video experiences that resonate with B2B buyers? And what are the key considerations for successful implementation? These are just a few of the questions we'll address going forward navigating this framework.
This is Just the Beginning
The AI Video Transformation Pyramid represents a roadmap for B2B sellers and marketers seeking to harness the power of generative AI in video. By understanding the different layers of the Pyramid and the tools and techniques associated with each, content teams can develop a strategic approach to AI video adoption that maximizes impact and drives results.
Stay tuned for future articles where we'll dive deeper into each layer of the Pyramid, providing concrete guidance and actionable insights to help you unlock the full potential of AI in video and transform your B2B content strategy.