My AI video creation journey: early 2024 vs. Q3 2024
The initial experiment
In the beginning of 2024, I embarked on a new hobby project: creating an employer branding video for a fictional Dutch construction company using nothing but AI tools. Here’s how it unfolded:
- Scripting with ChatGPT
- Image generation via Midjourney
- Video transformation using Runway Gen-2
- Voice-over creation with ElevenLabs
- Background music composition through Soundful (nowadays I would recommend Suno)
- Final editing and subtitling in Kapwing
The entire process took less than two hours and cost a fraction (total license cost under €100) of traditional video production. However, the result, while impressive for its efficiency, still lacked the polished realism of conventional videos. AI-generated humans had a distinct “artificial” quality, and even inanimate objects did not look that convincing. AI couldn’t quite bridge the authenticity gap. It was a fun experience to create something on a Sunday afternoon, but that was really all it was.
A new generation
Fast forward to Q3 2024, and the landscape had shifted dramatically. Runway Gen-3 has been released. Time for me to revisit my project, and the results this time were quite surprising:
- Closing in on human realism: Gen-3 dramatically improved the rendering of environments and textures. While AI-generated humans still have a bit of that clunky AI feel, the “uncanny valley” effect has been significantly reduced, making them more lifelike than ever before.
- Raising the bar for inanimate objects: The leap in quality for non-human elements was remarkable. Reflections, shadows, and textures are now close to reality.
- Efficiency without compromise: Despite the quality improvements, the process remained highly efficient and cost-effective. The project still took around 1.5 hours to complete.
Video comparison between Gen-2 and Gen-3
The human touch in a digital world
While I’m in awe of these technological advancements, I’m still convinced that featuring real employees in employer branding videos offers unparalleled authenticity. Ultimately leading to a higher impact on candidates. The nuances of human expression and genuine feelings create a resonance that AI hasn’t fully replicated—yet.
However, budget constraints are a reality for many organizations. If resources for traditional video production are limited, AI-generated content is now a viable and increasingly impressive alternative. Even if applied solely for storyboards or prototypes, it can significantly lower costs.
Embracing the AI-enhanced future
As AI continues to evolve, so too must our approach to recruitment and employer branding. Here’s how we can stay ahead:
- Experiment boldly: Don’t be afraid to try new AI tools and techniques. A lot of tools offer trial versions or affordable starter licenses, making it easier to explore and innovate without a significant upfront investment.
- Blend AI and human creativity: Use AI to enhance, not replace, your human-centric storytelling. Leverage AI for efficiency and ideation but keep the human element front and center to ensure your content resonates on a personal level.
- Stay informed: Keep up with the latest AI developments. Subscribe to industry newsletters, follow thought leaders, and participate in webinars to ensure you’re always on the cutting edge of AI technology.
- Focus on strategy: Let AI handle the technical aspects while you focus on crafting compelling narratives. Prioritize strategic thinking and creative direction, allowing AI to streamline production and bring your vision to life efficiently.
The future is now
The future of employer branding isn’t just around the corner—it’s here, powered by AI. Whether you’re ready to embrace AI-driven video creation or prefer traditional methods, one thing is clear: the ability to create high-quality, engaging content faster and more cost-effectively than ever before is revolutionizing our field.
There’s a significant advantage in exploring these tools now, even though they’re not quite perfect yet. By familiarizing yourself with them early on, you can sharpen your skills and be ready to fully leverage their potential when they reach their peak.
What story will you tell with these new tools at your fingertips? The canvas is digital, the possibilities endless. Let’s create the future of employer branding together.
Stay tuned for the latest developments in recruitment, recruitment marketing and HR technology. Tune in next week for a new AI Friday, where we will explore another groundbreaking AI-tool that can enrich your recruitment process.
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