AI & video: telling stories that create emotion | Responsive

At the moment, we can read a lot of articles on AI, in particular on Chat GPT which will soon be integrated into Teams... We cannot deny that we are at the dawn of the democratization of AI in our daily work life.

This raises questions: how do you use it to save time and retrieve relevant information? Will AI surpass the skills of some employees? Will AI revolutionize the organization of work and what will its social impact be? But before predicting all the metamorphoses of a revolution, it may be good to look at the situation calmly to better understand it. Let's ask ourselves this question: will our business maintain its fundamentals?

The essence of our profession

More than ever we will have to focus on what makes us stand out, I am talking about work that we are passionate about: telling great stories, creating strong emotions, making people laugh or dream. Why will an employee, a partner, or a customer read content to the end? Because you knew how to get him on board with interesting ideas, but also a style and conviction that correspond to the culture of the company, or the DNA of the brand for which you work. Why will this same collaborator, partner or customer watch an entire movie? For the same reasons! And for immersive content? Same thing again. Because beyond technology, the essence of our agency job is to understand our client: to understand our client: to be interested in our job, to study our competitors, to understand our business strategy, to immerse ourselves in our corporate culture, to assess our CSR policy, to map the territory of our brand, to map the territory of our brand and to sense the values that are strong for it... So many parameters that our brains store in order to appropriate, develop or completely rebuild a style, beliefs, a editorial line, ideas for themes to be treated, relevant angles, vectors of differentiation and emotion... In doing this work, our brain does not rely only on tangible elements such as text, diagrams, visuals... there is a part of magic linked to our left brain, to our emotional appetite and our feeling.

Will AI challenge the fundamentals of the business?

Will AI be able to create original, funny, or highly convincing content? Content that will create a difference in each problem posed by a customer? No, or at least not for a long time... Why? Because AI relies on the tangible, scans the existing to reformulate it using the right keywords. AI will be more and more effective in aligning ideas fluidly and finding the most information, but it does not manage the emotional and subjective dimension of creation.

How to understand AI in our job as content creators?

Let's not miss the AI wagon, just as we shouldn't miss the computer and digital wagon a few decades ago... AI will do the job of an average, very conscientious and hard-working writer who documents himself in depth. It will provide us with material, the creative springboard that will allow us to distinguish the content we produce from that of the competition. So, yes indeed let's not miss this wagon! We have to make it our own, but how do we understand it? Not technically, but in terms of thought...

We can hope that it will allow our teams to focus on tasks with higher added values. Don't get too excited either, and let's already think about a virtuous social model that won't just kick people out. Let's look for a growth driver to redistribute roles and make our agency, our team, our company grow...

Above all, let's not lose sight of the essence of our job as content creators: sensitivity, imagination, the intangible... the magic that can happen in a few minutes, a few hours, a few days, a few weeks... have ideas. Let's not fall into the trap of using AI to create text per mile, more and more assets for our brands so that they become omnipresent and impersonal. Search engine and social media robots may be happy with it, but will customers buy? Will employees be on board? Convinced investors? ” The always more ” creates no difference, no affect, no preference. So, tomorrow again, let's take a step back, take this step aside that allows us to have a new idea, let's highlight this new subject, let's dare to take risks in our creations and learn from it. There, the stakeholders will appreciate the personality of the brand that we value, of the company that we highlight... and they will be embarked on a long-term relationship that is much more solid than tangible elements such as keywords, prices, promotions... AI will want to further accelerate the pace and give us a short-term horizon, let's be real strategists, let's stay one step ahead, it's in the long term that we builds long relationships.

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