Exploring Runway's AI "Video to Video" Tool
Runway, an AI research company, specializes in developing AI-powered creative tools that are shaping the future of art, entertainment, and human creativity.¹ One of their notable creations is the Gen-1 "Video to Video" tool, which was launched earlier this year. This tool can transform existing video clips into entirely new videos in the desired style of the creator. The style is determined through reference images or text prompts, which can be previewed before generating the video to ensure that the end product meets the user's specific needs and expectations. The website's interface is designed with filmmakers and editors in mind, offering a user-friendly experience for customers to effortlessly create their videos.
Intrigued by the potential of this AI-powered video tool for marketing purposes, I decided to put it to the test by setting a goal of creating a short sandwich commercial. Upon entering the home page and creating an account, users are presented with the range of "AI Magic Tools" offered by Runway.
To begin the process, I selected the "Gen-1: Video to Video" tool, which then prompted me to upload a video or choose from their default selection. For this commercial, I opted to use a YouTube video showcasing open-faced sandwiches, providing a high-quality visual reference.
The next step involved choosing a video style reference for the AI to generate from. Users have the option to select an image, stylized presets, or a text prompt. I decided to utilize ChatGPT to create a text prompt for the AI to work with, and it produced the following prompt based on my specifications.
Once satisfied with the chosen style reference, clicking on "Preview styles" in the bottom right-hand corner allowed me to see a preview of the video's appearance.
If desired, users can continue to explore more options by having the AI generate additional styles or by modifying their prompt and previewing again. When the ideal AI-generated image is found, clicking "Generate" on that image triggers the tool to create the final video.
The result of my experimentation was a 4-second finalized video that, in my opinion, turned out fantastic considering the style reference provided by ChatGPT. As someone with a background in video editing, I found Runway's AI "Video to Video" tool very easy to use. However, even individuals without prior editing experience can easily create videos using this tool, as it provides default prompts that guide the learning process.
Runway's “Video to Video” tool represents just the beginning of AI-powered video tools. The company is now gearing up to release its Gen-2 model, which will enable the creation of 3-second videos from scratch based on basic text prompts.² Other companies are also investing their efforts in developing their own AI video tool software and pushing for quick releases to compete in the market. Runway’s CEO and co-founder recently stated, “We’re close to a place where most of the content you’ll see online will be generated.”³ AI video generation is projected to forever change the world of marketing, making it easier than ever to create customized content within minutes and at a fraction of the cost.
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