Why Senate Media Chooses Human Creativity Over AI
In today’s rapidly evolving digital landscape, AI is making waves across various industries, including in the animation and video creation sector. Tech giants like Google and IBM are continuously rolling out new AI features, championing the automation of content creation. However, at Senate Media, we take a different approach. In this article we explain why we remain convinced that human creativity is the future of high quality, authentic, resonant content, not AI.
AI-driven video production represents a paradigm shift in content creation, but its claims of streamlined workflows and cost savings are undermined by the impact on quality. By delegating tasks to algorithms, AI loses the essence of ideas and the intuition that infuses authenticity and emotional resonance into content. Automated algorithms often generate videos with inaccuracies, a lack of contextual understanding, algorithmic biases and jargon that does not get the point across succinctly. This is particularly problematic today as time becomes increasingly precious and videos must become more targeted, precise and meaningful.
We, on the other hand, craft each individual video meticulously.
Our in-house wordsmiths work on scripting, immersing themselves in our client’s brand, key messages and ethos. They extract the most relevant and rigorously verified facts. As humans, we have the unique ability to empathise with those who may be new to a concept, enabling us to explain ideas without unnecessary complexity in a way that will resonate with our audience. Our approach fosters innovation and avoids repetitive, uninspired content. Unlike AI, which pulls ideas from various existing sources, resulting in what the FT dubs AI’s unreliable “hallucinations”. The existential threats to humanity posed by AI are still speculative but as the New York Times confirms, the risk of disinformation is already upon us.
The creative talent and skill of our team is paramount in the production of unique, authentic videos. Our graphic designers lend their artistry and expertise to projects before animators breathe life into everything. Their judgement allows them to weigh up the impacts that sound effects, music tracks, pace and flow will have, crafting a balance that will result in the tone our client has chosen.
At Senate Media, we work with a talented pool of voice-over artists that bestow a real sense of warmth and conviction into the messaging. Unfortunately artists such as these are now having to protect themselves from AI, which (often unlawfully) appropriates their work, leading to stilted and jarring compilations. The intersection of AI and the entertainment industry has sparked intense debates and raised critical existential questions. Escalating tensions came to a head in last year’s Hollywood strikes, with the fear that studio executives merely aimed to replace unionised artists with compliant robots.
Every video we create is subject to a thorough internal review process that ensures accuracy and efficacy. Our team works together to review each scene, ideas for improvements are pooled and discussed, and changes made to ensure the most effective message delivery. Our review process means we are able to deliver polished drafts for our clients to review and provide their own thoughts and feedback. We iterate based on our client’s valuable input until we achieve a final product that exceeds your expectations. AI platforms cannot match this. We are convinced that the power of human creativity will always result in the most effective animations and videos.
Targeted Marketing:
That being said, one area where AI has proven useful is in enhancing targeted marketing. Social media platforms such as X, Facebook and LinkedIn are relying more and more on AI to give users personalised content recommendations rather than just gathering information from data lists. AI allows platforms to analyse user behaviour and preferences, better aligning content with individual interests. Precise audience targeting and advanced analytics have the potential to optimise engagement and conversion rates. This level of precision allows your videos to effectively reach your audience by delivering explainer animations directly into the right people’s feeds.
In this way AI can help the non-profit organisations we work with improve their fundraising efforts by analysing donor data to identify potential donors, personalise fundraising campaigns, and predict donor behaviour. It can help the campaign organisations we work with reach a wider, relevant audience. And it can help membership bodies reach beyond their usual follower base and expand their potential, once again, allowing the right people to be targeted.
Overall:
As the fervour surrounding AI begins to wane, we’re met with the realisation that perhaps its zenith has passed. This line of reasoning is substantiated by a marked decline in ChatGPT users and corroborated by a burgeoning consensus among scientists. Perhaps you too can take delight in the championing of humanity that this implies.
Here at Senate Media, we stand behind the power of human craftsmanship and recognise its enduring, unparalleled ability to produce work that is authentic, emotive and precise. While AI might have its place in video dissemination, we think that’s where the usefulness ends. As The Economist tells us: there’s no need to fear an AI induced apocalypse in the workplace just yet. We pride ourselves on our commitment to creativity, professionalism and the human touch we bring to everything we do.
