Now That AI/SI Can Make Anything, Make It Make Sense

By Matt Sager, Founder and Creative Director, Ferric and Flame Creative

AI/SI can now make video and audio so realistic it's hard to tell from the real thing. A few years ago that sounded like science fiction. Now it's a tool anyone can use.

So now that we can make anything we want, the real question is simple: what are we trying to say?

The trick isn't the point

Scroll for a minute and you'll see it. Videos built around what the technology can do, not around why the video exists. A house morphs into a spaceship. A plumber turns into a superhero. A talking dog sells roofs. It's impressive for about three seconds, and then it's gone, along with any memory of who paid for it.

Some people call it AI slop. Whatever you call it, the problem isn't the tool. The problem is that the reason for making the video got lost somewhere between the prompt and the export.

Make it make sense

Every good commercial starts with the same questions it always did. Who are we talking to? What do they care about? Why should they remember this company when the AC quits in July, the water heater floods the garage, or the panel starts sparking?

AI/SI doesn't answer those questions. People do. Once you have the answers, the technology becomes a powerful way to tell that story. Without them, you're just showing off.

Cheaper to make, and that's a good thing

There's no denying what this technology does for cost. Ideas that used to need a full crew, a location and a big budget can now come to life for a fraction of the price, and sometimes for free. That's a real win, especially for HVAC, plumbing, electrical, roofing and other home-services companies that never thought video advertising was within reach.

But a cheaper video isn't the same as a cheaper result. We'll get into that in our next post.

Creative, forged with soul.