AI IN VIDEO – BERNHARD LINGG

APRIL 4, 2024

AI in video is not yet a convincing concept

As the flood of films grows, so do the clichés.

In the “Digitalization with AI” track at^DSTNCMP24 in Bregenz, the question of the future of DMO films also arises. Bernhard Lingg has been thinking about this. As a partner at silberstern Filmproduktion in Kempten, he and his crew have been producing multi-award-winning clips and promotional films for destinations, hotels, and leisure providers for years.

Thoughts from Bernhard Lingg

Are you still filming, or are you already using prompts? AI has made its way into moving images—at least since AI pioneer OpenAI used “Sora” to generate images of adorable puppies playing in the snow from a text prompt.

"A revolution in the film industry," say some. "A major revelation regarding deepfakes," say others. How am I supposed to know if Celebrity XY wasn't actually filmed snorting coke in the red-light district, if in the future any video can be generated simply by entering text?

AI-generated “people” who recite texts in different languages, (almost) in perfect lip-sync: It works. In Spain, the first AI-generated host is presenting a TV show. Creating my own photorealistic avatar that reads written texts using my appearance and voice, in any language: It works.

Feature films generated using sora-like images without being actually filmed: That's not possible (yet), for various reasons.

One thing is certain: It will become even easier to create videos in the future. That’s generally good news. However, it will also lead to an even greater flood of interchangeable, meaningless videos. Can real vacation experiences be adequately portrayed using artificially generated images? Depth, authenticity, values, and what makes a region special and truly unique—these will continue to be the factors that set effective DMO films apart from the rest. This has always been the case, but it will become even more pronounced in the future.

In contrast, a wide variety of AI applications in the field of video editing are already in daily use and often make tasks easier that no one likes to do: removing pauses and slip-ups from interviews; creating transcripts and subtitles; and isolating objects. Even AI-generated voiceovers are now more than adequate in almost every language. This is great and should definitely be taken advantage of by anyone who creates their own films.

It's the same in every field: AI is coming to video. Or it's already here. If you don't keep up with the times, you'll be left behind. But the motto of the moment is: Stay calm. Not every bandwagon that's currently rolling through AI-City needs to be jumped on.

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