The world of video marketing is poised for a profound transformation thanks to the evolving capabilities of artificial intelligence and machine learning and the immersive experiences virtual reality and augmented reality can offer. The pace of technological advancement in these fields has been astonishing, and their convergence is creating a dynamic synergy that promises to redefine how businesses connect with their audiences.
With all of these changes shaping the way brands approach marketing to their audiences via video, what’s coming in the year ahead? Below, Forbes Agency Council members discuss the future of digital marketing, offering their predictions on what to expect as the ever-expanding capabilities of AI, ML, VR and AR help marketers take viewers to new and surprising places.
1. Content Will Be Customized Per User Behavior
Within video marketing, AI and ML will soon customize content per viewer behavior. Narratives will adapt on the fly. Advancements in VR and AR will immerse viewers in brand tales, letting them virtually engage with products. This will blur the lines between content and commerce, turning videos into tailored, shoppable experiences. Such evolution will alter engagement and conversion metric assessments. – Hasan Saleem, DSS MEDIA
2. Interactive Marketing Will Be Embedded In Videos
We will see interactive marketing embedded in videos at some point. If you see a pair of jeans you like in a video or someone eating a donut, for example, AI will be able to help you navigate through pop-ups to a shop to make a purchase or to a food delivery app to make an order. We are moving toward layering links within videos, similar to how we embed links within a PDF, and powering that with automated related content from AI. – Monica Alvarez-Mitchell, Pulse Creative, LLC
3. AI Copycats Will Run ‘Deepfake’ Branded Ads
AI enables us to create real-time video personalization. However, as AI evolves, so does its ability to generate content that mimics brands. Like “deepfake” celebrity videos, this could lead to ads that look and sound like a brand, but are from an AI copycat. These deepfake ads may pose a problem for brands, as consumers may question their authenticity. With great power comes great responsibility. – Thomas Zawacki, Data Axle
4. A/B Testing Of Videos Will Be Quick And Easy
If you can think of it, some type of AI will make it for you. Soon, A/B testing of videos will be incredibly quick and easy, as you’ll be able to leverage an existing video and have as many variations of it as you want until you find exactly what your audience likes. – Andrew Maffettone, BlueTuskr
5. AI-Generated Content Creators Will Emerge
We will soon see our first AI-generated content creator, getting 100% of its content from a public audience graph. Fresh content surrounding current events, politics, celebrity news and sports will be fair game for AI to curate and deliver. A small percentage of notifications that people receive will be purely AI-generated content. – Austin Irabor, NETFLY
6. Many Videos Will Be Produced Quickly Using One Script
Video marketing content is going to be much faster to produce overall, with AI creating YouTube video descriptions and tags, fully producing videos and more. Imagine being able to produce video content that speaks at the level of the customer, CFO or data scientist with the click of a button—each version based on a single script. It’s all coming very soon. – Bernard May, National Positions
7. AI Will Analyze Viewers’ Emotions And Expressions To Fine-Tune Videos
In the near future, AI-driven video marketing will captivate audiences with hyper-relevant content delivery. By analyzing viewer emotions, facial expressions and engagement cues in real time, videos will dynamically fine-tune their pace, tone and messaging. This personalized approach ensures a seamless, emotionally resonant experience, keeping viewers engaged and fostering stronger connections. – Dmitrii Kustov, Regex SEO
8. Adaptive Videos Will Let Viewers Virtually ‘Try’ Products
In the near future, video marketing will see a surge in personalized, interactive content. Leveraging AI and AR technologies, brands will create adaptive videos where viewers can virtually “try” products in real time, altering the video narrative based on their preferences and interactions. This immersive experience fosters deeper engagement and facilitates instant, informed purchasing decisions. – Garrett Atkins, VIE Media
9. The Volume Of Digital Content Will Expand Dramatically
AI will help companies expand the volume of digital content dramatically. Beyond the obvious— realistic, AI-generated avatars, which will find more use in training videos, as they won’t have the impact of real presenters—AI will also help make editing and enhancing video so much easier. AI produces great transcripts that can be repurposed easily, making video the primary medium for some content. – Mike Maynard, Napier Partnership Limited
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This article first appeared on www.forbes.com
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