How AI Enables Creativity
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Parham Azimi June 28, 2021
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Despite words like creative' and innovation' being touted across most organizations' mission statements, many companies are in a crisis of creativity. Whether they employ in- house staff to work on video content or collaborate with agencies and freelancers, the demands of producing a high volume of visual content can take its toll. Video creators can start to feel like they are operating on a production line, finding themselves spending more
time searching for and managing media than creating it.
The World Economic Forum (WEF) predicted that creativity would be one of the top three skills workers would need to thrive in the Fourth Industrial Revolution. In its report The Future of Jobs, the WEF explained that by 2020 advanced robotics, artificial intelligence and machine learning would cause a fundamental shift in the way that jobs functioned and the skills that would be prioritized by employers. The WEF can be forgiven for not predicting the
main event of 2020, but the pandemic has certainly accelerated the move towards these new technologies.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-1024x625.jpg alt= class=lazyload wp-image-2412467 data-srcset=https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-1024x625.jpg 1024w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-300x183.jpg 300w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-768x469.jpg 768w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-624x381.jpg 624w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-50x31.jpg 50w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200-100x61.jpg 100w, https://gcs.creativecow.net/wp-content/uploads/2021/06/25180550/BODY-IMAGE-1-hybrid_cloud1200.jpg 1200w data-sizes=(max-width: 1024px) 100vw, 1024px />The Impact of Remote Working
As staff started working from home on a global scale, the tools they were provided with varied significantly from company to company. Often, video content creators and post-production staff were unable to access media assets from a central hub. In some cases, they were even sent home with individual hard drives, until something more permanent could be set-up. The outbreak of Covid certainly caught every organization off-guard, but some were
better equipped than others to manage these changes.
Now that the long-term implications of Covid are clear, more media and content organizations are looking to implement tools that will facilitate remote work. But it's worth considering, that while other roles may only require video conferencing or scheduling tools, visual creators need significantly more involved interactions. Editors and producers must have secure access to vast libraries of extremely large files, and they also need to manage a
complex collaborative process. Not only that, but in order to create their best work teams need tools that will facilitate a seamless, uninterrupted workflow.
Streamlining the Creative Process
It is interesting that despite creativity being identified as a key skill in so many inherently non-creative roles, when it comes to creating content, inspiration can often be overshadowed by process. When teams are dispersed it becomes even more important to connect and collaborate, to deliver great video content to a tight schedule.
One of the biggest drains on human resources, when dealing with a large library of media assets, is searching for what you need. Not only can editors waste huge amounts of time locating a specific clip, but this mundane task disrupts the creative workflow and causes a lot of frustration.
The editing and approval process for producing media is a bit like a relay race, with each team member passing content between them. That process turns into a marathon if editors need to hunt through archives, trying to locate the perfect shot.
Developments in AI auto-tagging for video media, now allow users to add detailed meta-data, frame by frame, automatically. Not only that, AI generated transcriptions can convert voice to text, making audio information searchable. The text can be time-stamped, attributed to speakers and it then becomes part of the core metadata for that video. The use-cases for this technology are extensive, allowing editors and producers to collate media content that references a particular celebrity or sports personality. Or even find clips that mention connected news reports across several years, allowing teams to quickly build a visual story around events.
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How AI Enables Creativity 
