Democratising Creativity: How AI-Powered Tools Are Making Content Creation Accessible to All

OPINION: Videos represent one of the most complex applications of generative AI, and the solutions here will transform nearly every aspect of the medium.

By Meghna Krishna
 
Content creation was once for the privileged. Most assume that content creation is an entirely democratic path for Indians to achieve success: If a person wants to become a popular blogger, vlogger, influencer, or key opinion leader, they just need to find their platform, create compelling material, and grow their audience.

This idea is a misconception. Just like any other industry, content creation has many barriers in place that can make it cost-prohibitive for the average Indian. The first is money - for Indians to produce appealing content, they need the necessary equipment, whether it’s video cameras and editing software for vlogging, or soundproofing and microphones for podcasting. In addition, the aspiring content creator needs to have the necessary technical education, be it in video production, graphic design, sound design, or writing, to make the most out of these tools. Finally - and this is the aspect most frequently overlooked - the person needs the luxury of time.
 
Fortunately, the tides are shifting. Content creation is no longer a walled garden, thanks to the advent of generative AI solutions across a wide range of media, including text, photo, video, and even code. Solutions like OpenAI’s ChatGPT are making it easier for Indians to conceptualize ideas, write blog posts, and even come up with marketing material. Tools like MidJourney are helping content creators produce the necessary images for their work, be it key visuals for a blog or stills for a video. There is also generative AI for social media: Video.ai offers templates that enhance content creators' videos with unique features and amplify their marketing strategy.
 
Even coding assistants, such as GitHub’s Copilot, help: These can assist content creators in making the digital presence, such as the personal website, needed to grow their brand as a content creator. Collectively these generative AI tools break down what was once a walled garden: Now any Indian can truly become a content creator. The dream is now a reality.
 
Promira Banerjee, who creates content on mental health, a topic very close to my heart, is understandably bullish on AI tools. She shared that these solutions help her edit videos that provide context to her topic - she frequently talks about bipolar disorder. “AI-supported tools have become a lifeline not just for me but for the entire influencers’ community where we can finally focus on creating good content while AI takes care of the rest,” she said.
 
There have been concerns that content produced with the help of AI like Banerjee’s will lead to a firehose of low-level content that consumers will not want to deal with. The data says otherwise. During a press event in New Delhi in August 2023, leaders from YouTube India shared that a majority of survey participants (69 per cent) engage with content made by virtual or animated influencers. This shows that viewers are already accepting AI-generated content, and YouTube emphasised its commitment to support such innovations by offering more monetisation opportunities for content creators. Another report I read has projected that by 2024, India will have the largest content creator base and that the volume of content needs smart tools.
 
Videos represent one of the most complex applications of generative AI, and the solutions here will transform nearly every aspect of the medium. For example, in the case of sports content creators, AI has greatly simplified the task of creating sports highlights, with AI algorithms capable of producing personalised clips for individual players catering to specific demographic or geographic preferences. Moreover, this flexibility extends to tailoring highlights in various languages, broadening their appeal to a more diverse audience. Furthermore, AI’s capabilities even encompass crafting engaging bloopers or comparative videos. This newfound ease empowers content creators to deliver exactly what the market desires while circumventing time constraints.

How Democratising Content Creation Helps Indian Businesses

While the advent of generative AI will undoubtedly produce more content creators, who will create a treasure trove of speciality content, this growth will influence business. With a larger population of Indians who have the ability to create articles, images, videos, and text, Indian enterprises will have a larger pool from which to hire. This fact will only benefit Indian companies themselves are looking to improve legacy workflows and processes with generative AI.
 
As a matter of fact, in 2022, around 35 per cent of organisations incorporated AI into their operations, and another 42 per cent have intentions to integrate it into their workflows in the future. While these solutions refer to all AI applications, AI software designed for content creation has emerged as one of the most sought-after tools.
 
AI has transformed both individual and enterprise-level content creation by making the process faster and more efficient, allowing creators to generate more content in less time. It leverages large language models, natural language interfaces, and powerful algorithms to improve knowledge retrieval, context understanding, and interpretation, which benefits audiences the most. Readers, viewers, and listeners all get more meaningful content personalised to whom it matters the most: them.

(The author is the Chief Revenue Officer of VideoVerse)

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