Artificial Intelligence as it Applies to Video with Ofer Familier

0:02Who's ready to rock today, Fire Nation? JLD here and welcome to Entrepreneurs on fire brought to you by the HubSpot Podcast Network, the audio destination for business professionals with great shows like Imperfect Action. Today, we'll be breaking down artificial intelligence as it applies to video. To drop these value bombs, I have brought Ofer Familiar into EO Fire Studios. Ofer is the co-founder and CEO of Gloss AI, a generative video AI platform repurposing content. He was previously VP Business Development and General Manager at they are imaging. He brings over 10 years of experience and a proven track record in extensive global business management.

0:42And today for our nation, we'll talk about why repurposing does not have to be so painful. We'll talk about generative AI. We'll talk about the job situation around this and should content marketers be focused on something else? If so, what? And so much more. And a big thank you for sponsoring today's episode goes to Ofer and our sponsors. One of my favorite conferences to attend each year is HubSpot's annual Inbound Conference and is coming up fast. Join us in Boston from September 5th to the 8th, 2023 for an event like no other. Inbound brings together leaders across the business space, including sales, marketing, customer success, and operations teams.

1:22The goal at Inbound to help you discover all the latest trends and tactics you can implement in your business right now. Learn, be inspired, and walk away with practical tips to help you tackle your next challenge, supercharge your sales and marketing, and ignite your customer service. Inbound is featuring many must-see speakers this year, including Reese Witherspoon, Guy Roz, and Neil Patel, just to name a few. Whether you choose a general admission ticket or go the VIP route, you're sure to leave Boston feeling on fire. Visit inbound.com to get your tickets today. I remember that state of constant overwhelm with my ever-growing to-do list too.

2:02My solution, hire a VA and start delegating. Learn how to optimize your time with Belay CEO's latest book, Rise Up and Lead Well, where she shares the exact framework she has used with her own assistant to maximize productivity. Text FIRE, that's F-I-R-E, 255-123 to get your free copy. Ofer, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. I don't know if most people would disagree, but I think most people maybe are hoping this doesn't require that. But becoming successful, I believe is much more hard work and dedication than kind of raw talent and being, you know, the kind of most clever, smartest in the group.

2:56I think most of my achievements in life have always been when I really tried hard and worked hard at obtaining them, even if I at times didn't start off as, you know, the best or one of the best. And you should try. You shouldn't be afraid to fail. You should fail. And that makes you stronger. You should get disappointed. And through all of these, you find your path. So Fire Nation, we're going to keep this conversation going because we're going to be talking about artificial intelligence as it applies to video. Are we going to be working harder? Are we going to be working less? Are we going to be working the same?

3:37We're going to be tackling a lot of conversations because the reality is this, Ofer. So many of us work so hard to produce great content, and then we only share it on one single platform. Why should we repurpose the content we create? I think that's exactly it, right? I think we really live in very interesting times. And part of that is that our audiences, and it doesn't really matter whether we're a company talking to our customers or talking to our employees or talking to our students. But they live in social media and they consume content. And they're more and more used to consuming content in certain ways because that's how they read news.

4:33That's how their favorite creators are talking to them. And that's how they interact. And us as companies, we're struggling really to keep up because creating really fit for purpose content with everything that's happening, with all the advancement, with the continuously changing trends and platforms and everything is just really, really hard. But then the reality is that most companies, you know, we would create this webinar because that's what we know how to do. And this is how we know how to invite audience. And this is how we know how to invite our speakers. And that's it. And that's what we do.

5:21And then we hope that our content is interesting enough so that people would go out of their way to consume the content the way we intended it to be consumed. And that's not the reality. The reality is that they're going to consume whatever is easy for them and they're used to consuming. So we cannot continue creating this webinar and hoping everyone would come. We need to give people the content in the way they're used to consuming it. So it's really hard. It's really time consuming to do it. So that's why we never do it. But the reality is that if we're not going to find them on TikTok, where the younger audiences are, and if we're not going to communicate with them in text, which is where other folks are consuming their content, and if we're not going to be in a two-minute-long video on LinkedIn, we're just not going to get to them.

6:21So that's why repurposing is really critical in this kind of continuously evolving world. Well, Ofer, humans strive to avoid pain. We want to avoid pain. We want to seek pleasure. So does repurposing have to be so painful? That's a great question. So it used to be, right? And that's kind of what a big part of what we're trying to do. Because what is repurposing? Repurposing is, let's describe how it runs. I used to work in many organizations, and that's how it typically is. So the marketing team or the content marketing team would come and say, okay, we need content. And the CMO would say, but we just ran this webinar.

7:11Why do we need to run another production? It's so expensive. And then they would tell us, no, no, no, no, no, no. We ran this webinar. We have enough content there. Let's take this to Twitter. And then us as content marketing managers would look at him or her and say, okay, doesn't really know what he's talking about. Because what I need to do now is now call the video editor. And if it's an in-house studio, it will take me three months to get the slot. And if it's not, then I need to go to a freelance. And then I need to tell them, okay, we need a two-minute long video for Twitter out of this hour-long webinar.

7:51and they're going to tell us, sure, that's 2 ,000 bucks to do it. And we're going to say, fine, that's what we need to do. And then they're going to tell us, okay, but tell me what you want. I don't know the content. So we need to now give them very clear instructions. So we need to watch the webinar. And sometimes we don't even know what's in the webinar. And they would come back and it's not going to be what we expected. and then we're going to go back to the content owner and ask them for feedback. And then it's going to be weeks of loops of back and forth again and again and again until we get that.

8:28And that's kind of what most of marketeers are dealing with when they're really asked to repurpose content. So obviously that's not something that they would aspire to do unless they're forced to do. And yeah, we believe that now AI, and that's kind of what we're trying to solve for, has become so advanced, so mature, that it enables to save all this painful process and take really any type of content that you have and repurpose it for any other type of content that you want to repurpose it into. Well, that's what I want to talk about next is generative video AI. So specifically, what is generative video AI?

9:14And is it ready for primetime? It's a great question. So generative AI has been discussed for the last few months constantly, right? And obviously it started with ChatGPT and DALI and MidJourney and many other elements. So it really started in kind of generating text, right? So enabling someone to write a prompt, can you create me a letter or a post or a blog post or whatever? And we would get text. And then it turned into audio. Can you create an image of an elephant drinking beer in space? And then you suddenly started getting that. And really what's happening now is this emergence of, same for video.

10:01So if we're looking to have a prompt that says, can we create a scene that this boy is dribbling his ball and shooting to the basket while the crowd is roaring in the background and suddenly have that, that's the next thing that's happening. that in order to do it in a non-generative world, you needed a cast, you needed to find a place to do it, you needed actors. This was very, very complicated, expensive, time-consuming, needed to be well-orchestrated, you needed production teams, you needed staff, et cetera. And that's really where we're heading. And some of it can be generative in the way that I mentioned, Some of it can be generative in avatars that are reading out a script.

10:59And some of it can be just knowing what to cut from your original video. And what we're trying to do is combine all of this. Is it ready for primetime? Yes, I think some parts of it are absolutely ready for primetime. Other parts are coming, you know, with the advancement that's happening in AI. Who knows what's going to happen a month from now or two months from now. So I think everything that's being worked on right now is really either ready or almost ready for prime time. Fire Nation, that's exciting for all the reasons that we've been talking about so far today. We're going to be talking about the end of post-production services.

11:42We're going to talk about jobs and what content marketers should be focused on when we get back from thanking our sponsors. The Product Boss, hosted by Jacqueline Snyder and Mina Kunlo-Citep, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Take your physical product sales and strategy to the next level to create your dream life with hosts Jacqueline and Mina as they deliver a workshop-style, hour-long episode filled with social media and marketing strategies so you can up-level as the boss of your business. A recent episode covered the ins and outs of whether you can have a successful product business as a side hustle.

12:18Listen to The Product Boss wherever you get your podcasts. What's one thing we all wish we had more of? Time. I remember that state of constant overwhelm with my ever-growing to-do list too. So what did I do? I hired a VA and started to delegate. Lucky for you, our friends at Belay know the demands on business owners all too well and they're here to help. Belay has highly vetted talent to help you with the numerous tasks you have on your plate and because they've been helping business leaders like you for over a decade, they really know their stuff. Belay intentionally pairs clients with US-based fractional virtual assistants.

12:54I'm talking talent that can handle all of your administrative tasks. So you have the time and energy to grow your business and to help you get started. Belay is offering Fire Nation, their ebook, Rise Up and Lead Well for free. In this ebook, Belay's CEO provides the framework she's used with her own assistant to maximize productivity and strike the work-life balance we all deserve. Learn how to optimize your time with an assistant today. Just text fire. That's F-I-R-E to 55123 to get your free copy. Ofer, we are back and I want to talk about content creators because a lot of content creators are concerned right now.

13:33They're concerned they're about to lose their livelihood. Is this the end of post-production services? No, I don't think it's the end. I don't think it's the end at all. I think it's just being reshaped. And I think it's enabling us as creators or as any professionals in a certain role to be able to focus more on what we're good at and where we really bring value. And honestly, what drove us to do these things, which is the creativity, our human touch, our opinions, our uniqueness. That's what we can focus on. Because the reality is that even if you talk to content creators, they will tell you that they love what they're doing.

14:28But honestly, 60, 70, 80 % of what they're doing is cutting down videos, going through recordings, editing, fixing transcriptions, doing technical things that are part of the job. And we're all used to knowing that, you know, whatever role we choose, some things we love, some things we don't like, but that's a part of it. And I think what's happening now is enabling all of us to focus more on what we're good at, what we like. and drive more of that and kind of outsource these kind of technical tasks into AI. Now, will everyone make it through that? I don't think everyone will make it and stay in their existing positions, but I think it will enable the ones that do bring this creative side, this personal side, to actually flourish and actually be happier at what we do and to be able to achieve much more than what we were able to achieve because 80 % of the time spent on doing the other things will now be saved.

15:49So I think I'm a big believer of the human race in general. I think forever the world has been changing. Technology has been replacing things that are technical, that are repetitive, that don't require humans to do. And we always found other ways to do things, right? I think if you look at the demand for kind of horse carriage riders these days, you will find that it's very low today, right? Because we have cars and we don't need that. But people that used to do it, they are now doing different things. And this opens up the ability to do many different things. We can contribute in pharmaceuticals.

16:41we can contribute in medicine, in food, in going to space, in kind of reaching our frontiers. So yes, I think things will evolve. I don't think things will be coming to an end anytime soon. I want to take even a step back further because a lot of people aren't just talking about content creation. They're talking about jobs in general. They're saying, hey, this is going to replace everything. Is that even a possibility? No, not at all. I think there are very basic human skills that aren't really replaced by AI and kind of this madness around where we are. I don't think it's really, really there.

17:28I'll give you a few examples, right? A part of doing generative videos, which is what we do in Gloss.ai, we're, you know, trying to kind of understand what someone has been talking about and creating a video that would back it up. Now, imagine there's kind of a clear sentence that in one of the podcasts we've been trying to kind of generate videos that's talking about the fact that there are many options, right and the sentence is actually goes as um you know if a doesn't happen you need to figure out your way you need to either decide where you're gonna go to b or c or d and if you try to put that in a model and it it wouldn't give you what you're looking for which is the understanding that there are many options in life and when you're in a crossroad you need to decide what you do.

18:29This ability to understand from this very simple sentence that that's really the illustration that you want to portray, that's not an easy task. And that's not something that AI really, really knows how to do. You try to put kind of this sentence in mid-journey or DALI or stable diffusion or any one of these, you wouldn't get good results, not at all. And I think this understanding that for us is very trivial, I don't think AI is there. I think AI is there in doing very explicit tasks, in gathering data, gathering information, but I don't think it's there in kind of trying to be illustrative or in trying to be imaginatory.

19:18And I think these are things that are really kept for humans. And I think I'm quite happy that we can focus more on these things, right? I hate fixing transcripts. I hate writing, you know, letters, writing 80 % of my emails. I really prefer that I can write the, you know, the basis of what I need to write. And I'm going to put my own thoughts and my own uniqueness into it. And I think that's where we're at. So I think there's a very, very big gap between being able to replace humans. I think humans now have tools that enable them to be much more efficient. But I don't think we're there or honestly even close to it.

20:07Well, one thing that I really want to end with is what should we be focused on? I mean, if we are somebody who's looking for that next opportunity, we're looking for where the world's going to stay on the cutting edge, what would your recommendations be for content marketers and just for entrepreneurs in general? honestly i think don't fight it um and you know technology wave is great it's sometimes scary um but um you shouldn't fight it you should really understand um what it is and you should um understand what you can uh grab out of it um and don't try to be in a place that you're trying to say why you're better or, uh, or this is worse.

20:57Try to understand really what's your place and where you add value and what brings out the best in you, um, and embrace these things, right? We as a company, you know, we started with, we've been developing, we started with GPT one and trying to see kind of what, what we can do with it. And we've embraced any new advancement and I've always told you know my teams like if whatever we've done to date we can replace and that's amazing to me let's replace let's acknowledge that and let's focus our times at building things that you know GPT cannot do let's not try to hide from it and stay behind So that's really my tip for everyone.

21:47Like AI is happening. It's amazing. It's scary a bit. Embrace it. See what it is. Test its limits. And test what's your role within kind of this role. And I can tell you that if you look, you know, one, two, three years from now, I think the big gap would be between the ones that have embraced it and have grown with it and have grown their services and have grown their communities with it versus the ones that try to fight it. So really, my tip is let's all try to embrace it and let's try to see kind of what comes out of it. And I think it will make all our lives honestly better. And that's not to say that companies that are creating this need to know and they do know that there are risks associated with it.

22:42and some people could misuse it. And we should all be mindful about it, and we should all be upfront about what we're using and when we're using it. So we don't really let it kind of be misused and misrepresented. Oh, forgive us a final call to action, brother. What is the one thing that you really want to make sure Fire Nation gets from our conversation here today. How can we connect with you? And then we'll say goodbye. We're a company called Gloss AI. I think we're trying to help. We're trying to be upfront about what we do. We're trying to help companies. We'd love to kind of have you test out our systems and see kind of how repurposing can be done in this, I don't know, 22nd century.

23:40and we'd love to hear, like, do you feel that's a risk? Do you feel that's risking where you are? And we'd love to open these conversations with anyone that wants to, to see kind of how we can help each other and how we can do best with this technology. Yeah, and we'd love to hear from you. Fire Nation, you are the average. Of the five people you spend the most time with, You've been hanging out with OF and JLD today, so keep up that heat. For links to everything we talked about, visit eofire.com. Type OFER in the search bar, and the show notes page will pop right up. And OFIR, thank you for sharing your truth, your knowledge, your value with Fire Nation today.

24:24For that, we salute you, and we'll catch you on the flip side. Thank you so much. It's been fun. Hey, Fire Nation, a huge thank you to our sponsors and OFIR for sponsoring today's episode, Fire Nation, what can 3 ,000 of the world's most successful entrepreneurs teach you? How about how to achieve financial freedom and fulfillment? My first traditionally published book, The Common Path to Uncommon Success, is a revolutionary 17-step roadmap that will lead you to the lifestyle you've been dreaming about. This book took me 10 years of accumulating the genius of the world's top entrepreneurs, and you can get it all in one place when you visit UncommonSuccessBook.com.

25:02I'll catch you there or on the flip side. One of my favorite conferences to attend each year is HubSpot's annual Inbound conference and is coming up fast. Join us in Boston from September 5th to the 8th, 2023 for an event like no other. Inbound brings together leaders across the business space, including sales, marketing, customer success, and operations teams. The goal at Inbound to help you discover all the latest trends and tactics you can implement in your business right now. Learn, be inspired, and walk away with practical tips to help you tackle your next challenge, supercharge your sales and marketing, and ignite your customer service.

25:43Inbound is featuring many must-see speakers this year, including Reese Witherspoon, Guy Raz, and Neil Patel, just to name a few. Whether you choose a general admission ticket or go the VIP route, you're sure to leave Boston feeling on fire. Visit inbound.com to get your tickets today. I remember that state of constant overwhelm with my ever-growing to-do list too. My solution, hire a VA and start delegating. Learn how to optimize your time with Belay CEO's latest book, Rise Up and Lead Well, where she shares the exact framework she has used with her own assistant to maximize productivity. Text FIRE, that's F-I-R-E, to 55123 to get your free copy.