Generative Media: Why Audio & Video Generation is Tech's Next Big Leap

Generative media is already one of the most significant changes to the Internet in recent decades, and it's only getting started. In the last six months, generative AI startups have attracted significant hype and a considerably huge commitment from investors.

In what was impossible only five years ago, the recent proliferation of high-quality, fast, and cheap AI models is now creating extraordinary opportunities for business, media, and art. Generative tech engines use deep-learning tools to create everything from audio, poetry, and video generation to 3D product designs and software code.

And the best part? They're not copyrighted, nor are they plagiarized. In many instances, AI video generation is indistinguishable from conventionally produced media.

A 2021 Stanford University AI index stated that generative media has, in certain instances, achieved such a high standard that people have difficulty differentiating synthetic and non-synthetic media.

Understandably, there's overwhelming excitement in the tech industry regarding new artificial intelligence capabilities. Recently, generative tech startup Stability AI raised funding to achieve a $1bn valuation. Stability's Stable Diffusion platform has been used for synthetic video generation with effects rivaling Hollywood CGI.

That's not the only company riding on the wave of enthusiasm for generative tech, either. Several other AI platforms like Jasper and Anthropic have reached valuations of hundreds of millions of dollars.

While the focus on generative AI tends to center on AI, that's only half the story. The real opportunity with this new technology lies in its seemingly endless applications, with massive implications on the potential of businesses across many industries.

Here, we'll discuss some of the uses and benefits of this exciting technology.

Cost Minimization and Increased Efficiency

In a small sample of usage, generative tech has reduced operating costs by up to 20% and product development time by up to 50%. By creating designs automatically with generative design software, designers can make 3D-printed products and CAD models with unprecedented efficiency.

In software industries, AI-generated code can significantly reduce labor. In certain instances, it has even outperformed conventional human-powered software engineering teams.

The previously-mentioned startup Jasper uses AI to create written content, targeting companies that would otherwise hire copywriters and blog authors to populate their blogs and social media. By the time you're reading this, the author may have already been replaced by a machine!

Video Generation for Media

Certain aspects of generative media have been around for a while in areas like image restoration and processing. For instance, Photoshop users might be familiar with the program's ability to auto-fill an image area by sampling the pixels around it.

While this has proven helpful to those aiming to remove an unwanted part of a photo's background, generative media is poised to go far beyond in terms of image generation with its ability to generate videos as well.

AI engines can turn text prompts into images, with popular models like DALL-E allowing users to create artwork from a mere sentence. Illustrators and animators can perform scene generation using AI, saving time in CGI production. Other applications include automatically censoring sensitive media or turning satellite photos into graphical maps.

Lower-quality video can also be upscaled in resolution and framerate, a solution with applications in film and television.

Generative Media for Sales

Generative technology can impact both B2C and B2B sales significantly. It is estimated that by 2025, __30% of external messaging content __from large organizations will be created using generative tech.

Generative AI can be deployed to create text, images, video scripts, and even chatbot dialogue content that can improve a company's sales performance.

Furthermore, it can be optimized to match an organization's specific needs. Existing web content can be SEO-optimized, for example, or marketing materials can be automatically updated to address changes in corporate strategy or global context.

Audio Generation

Generative AI has many applications in the world of music and audio recording. In the recent documentary The Andy Warhol Diaries, filmmakers used generative technology to recreate the late artist's voice. With access to only 3 minutes of audio of him speaking, generative AI allowed them to produce a convincing reproduction of his voice reading over 30 pages of text.

Additionally, generative AI allows individuals to create new music composed and 'performed' by computers by letting producers alter existing recordings. Should they wish to change a singer's tone of voice, add emotion to a line, or even change a lyric, generative audio allows them to do so.

Healthcare Applications

One of generative AI's most notable humanistic benefits is its use in healthcare. The Generative Adversarial Network (GAN) uses AI in the early detection of brain tumors and the discovery of new drugs. CT scan images created with GAN have allowed doctors to develop more effective treatment plans for patients, and generative antiviral design was used in research to develop COVID-19 vaccines.

Generative AI also has uses in patient journey tracking, privacy protection, and the detection of other diseases.

Overcoming Labor Shortages for Businesses

Recruiting and hiring staff is never a small task for many organizations, and companies have recently found even greater struggles with labor shortages. Research shows that 88% of CFOs consider talent acquisition and employee retention a primary concern.

Generative AI can alleviate this issue by taking over tasks typically performed by human employees. These often include rote or mundane tasks, which until recently required hands-on attention. Publishing and communications-related functions in an organization can now be done on a grander scale using the same workforce.

Does this mean that generative tech will negatively impact job security? Most likely not. Experts suggest that generative tech works best alongside humans, not in exclusion of them.

How Can Your Business Respond?

As a founder or leader in a tech company, there are likely already potential use cases for generative tech in your organization. As a rapidly evolving space, act now to harness available growth opportunities.

Whether that means modifying existing practices to involve generative tech, creating new AI-focused features, or creating a new business entirely to capture emerging markets, there is vast potential for those that act decisively.