{"id":5454,"date":"2019-01-25T13:44:50","date_gmt":"2019-01-25T13:44:50","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=5454"},"modified":"2020-10-21T10:44:12","modified_gmt":"2020-10-21T10:44:12","slug":"what-role-does-ai-have-in-content-creation","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/what-role-does-ai-have-in-content-creation","title":{"rendered":"What role does A.I. have in content creation?"},"content":{"rendered":"

Interactive storytelling is nothing new, but with the launch of Bandersnatch on Netflix, it seems the world has a renewed interest in content they can shape and direct. This form of interactive content – where the viewer can select a character\u2019s key decisions, changing the story that they see as a result – relies on complex narrative branches and user journey mapping. But while the viewer makes seemingly simple choices to guide the narrative, something far more interesting is happening in the background.<\/span>
\nThrough interactive storytelling, Netflix has gained access to data like never before. Data that reveals the choices we make and the storylines we want to see. Which raises the question, can AI use this data to create content in the future?<\/span>
\nSo what is AI\u2019s role in interactive storytelling?<\/b>
\nFor many years, Netflix has analysed viewer\u2019s watch time, view-through rates and searches to help influence the content it develops, leading to global successes like House of Cards. As the New York Times claimed, \u2018Netflix is commissioning original content because it knows what people want before they do\u2019. <\/span>
\nIt also goes as far as to personalise the Netflix experience for each viewer, constantly testing different images, thumbnails and copy variations to increase a show\u2019s relevance with hundreds of audience segmentations. The use of AI and big data has made all this possible, but can it go beyond user experience, and begin developing content itself?<\/span>
\nIn short, not quite. While attempts have been made where AI has <\/span>directed adverts<\/span><\/a>, and even <\/span>\u2018directed\u2019 a movie<\/span><\/a>, these currently remain a novel way to use new technology, rather than the norm.<\/span>
\nBut whilst AI might not be writing what we see, it\u2019s most certainly dictating what makes it onto our screens. It\u2019s not just Netflix who use data and AI to dictate what shows are in their pipeline, <\/span>Sciptbook <\/span><\/a>is also being used to analyse scripts and predetermine their success, replacing human judgement and intuition with hard facts. Even our adverts will change through AI – Channel 4 will use AI for <\/span>contextual ads<\/span><\/a> (if a TV show character talks about their smartphone, Apple may want to have its new iPhone ad running during the following break) and AI can even be used to <\/span>change the actors<\/span><\/a> we see on our screens, to be better suited to our preferences.<\/span>
\nAll of this creates endless possibilities, but also lessons to learn. In an era of big data and AI, how can we ensure creativity still shines through? And if content is created based on the behaviours of the masses, how can we protect fringe content, and ensure minority groups and interests are represented in broadcast content?<\/span>
\nFor now, though, someone still needs to write the story, and at the moment that role is fulfilled by a human writer. Perhaps AI will evolve the creativity, empathy and imagination needed to create a story that enthrals humans, but it\u2019s not there yet (although an AI has <\/span>written a book<\/span><\/a>, it doesn\u2019t sound all that readable).<\/span>
\nWhy storytelling is essential for a brand\u2019s creative content on social media<\/b>
\nFor many brands, the prospect of using AI technology to deliver content remains far off. But they can still learn something from interactive experiments like Bandersnatch. <\/span>
\nThink about the benefits of using creative storytelling that provides a unique experience for everyone who engages with it. <\/span><\/p>\n