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A couple of weeks ago, I was having dinner with a colleague. As we engaged in conversation, he handed his phone across the table and said, “check this out.” What appeared on his phone screen was a video unlike any other—a meticulous guide detailing the creation of an apple pie. What set this apple pie tutorial apart was its extraordinary origin—it had been entirely crafted by artificial intelligence. Every facet, from the scripting and on-screen presentation to the editing and supporting footage, bore the mark of AI’s ingenuity.
This video was created in just 16 Minutes. It’s a video which, if produced by my team at Fog Coast, would have taken at least a day or two of shooting and editing. Don’t believe me? See below:
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Had this very video been presented to me a mere six months ago, I would have been inundated with questions: what, how, where, why. Yet, those uncertainties have dissipated; today we are able to now comprehend the intricacies. The era of ChatGPT spitting out prompts that astonish us has already passed. We are now in a new reality, and we stand unequivocally entrenched in the age of AI.
I passed the phone back across the table, observing my colleague’s apprehensive grin as he mustered a single unsettling question.
“Are We Screwed?”
That night started a relentless search to find that answer – are we as video creators in fact “screwed”? It’s a question that now I feel much more confident answering, and what I’ve discovered will be covered in this blog post.
Before I begin, let’s address the AI generated elephant in the room. Is this even legal? And what better way to get that answer than to ask AI itself. When I asked ChatGpt “can AI Generated video work be copyrighted” it answered this:
“As of my last knowledge update in September 2021, the copyright status of AI-generated video work is still a subject of debate and legal consideration. The determination of whether AI-generated video content can be copyrighted depends on various factors, including the level of human involvement, creativity, and originality in the process. In many jurisdictions, copyright protection is typically granted to original creative works that exhibit a certain level of human creativity and authorship. If an AI is solely responsible for generating a video without significant human input, there might be challenges in establishing the required human authorship for copyright protection. However, if there is substantial human involvement in the creation process—such as providing guidance, making creative decisions, or curating the final output—then there may be a stronger argument for claiming copyright over the AI-generated video. It’s important to note that the legal landscape surrounding AI-generated content is still evolving, and laws and regulations may change over time. If you are dealing with AI-generated video content and are considering copyright protection, it’s advisable to seek guidance from a legal expert or intellectual property attorney who can provide advice based on the most current laws and interpretations in your jurisdiction.”
After reading this response I think we can all agree that there is clearly some red tape surrounding the matter. In particular there was one sentence that stood out to me: “If an AI is solely responsible for generating a video without significant human input, there might be challenges in establishing the required human authorship for copyright protection.” Ahhh…no thanks. Maybe it’s a good time to reveal that the cover image for this blog post was completely AI generated and we do not claim to own the rights 😉
So with that, let me make one thing clear: as it stands today, in regards to licensing and copywriting creative works, the answer is no, we are not screwed.
Of course, things may evolve, but this information effectively transformed my apprehension into a sense of empowerment. The question quickly turned from “are we screwed?” to “how can I leverage AI to help my business be more productive?”
My search from that moment through today has become a hunt for the best AI tools for video creators. I found a software that can automatically color grade and match footage, plug-ins that allow you to drag music tracks to their desired end point to match your edit, and a service that can create a full storyboard to easily pitch clients on ideas. All of these tools can help speed up workflow, enhance quality, and most importantly are easily accessible and occasionally free to use. Note: we’ll make sure to highlight these tools in our next blog post and link it here.
In addition, I did what I typically do: I put myself in the shoes of my clients, many of which range from mid level marketing reps all the way up to c-suite executives, founders, and small business owners. I thought, “what’s the likelihood that these individuals are actively searching for and possess the necessary skills and proficiency to effectively utilize and harness these tools consistently?” I’m confident that most people I work with would not know how to rig and animate an AI Generated parrot, nor would they want to. They seek out the creators. The creators that built these tools through AI, the ones that use them, and ultimately rely on them to deliver the quality product that video production companies like ours have been delivering for years. The only difference now is that we can do it better and faster…damn, am I revealing our secrets?
It’s for these reasons that I feel confident in saying no, we are not screwed. However as AI evolves, it’s important for creators to keep a close eye on its developments. Today there are numerous tools that claim to replace us entirely. Synthesia for example, is the tool that was used to create the apple pie video my colleague showed me. The software offers comprehensive end-to-end video creation capabilities. Their tools enable almost anyone to create full videos with just 15 minutes and an internet connection. However, I’ve observed that these particular videos cater to a very specific use case (training videos, explainers, and client pitches). Personally, within my client base, there aren’t many who would be at ease with an AI Avatar representing their brand. Especially an AI avatar that struggles to speak words accurately and without proper oral articulation. Ironically, even Synthesia themself opted for a professionally made marketing video (seen below) to promote their own service. If this doesn’t serve as a significant indicator that video produced by real, skilled creators is superior, I’m not sure what would.
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If you’re looking for a video created by real skilled creators, harnessing the power of AI to create stunning and professional videos, get in contact with our team
Written By: Andrew Klein, Executive Producer @ Fog Coast Productions