Unpacking AI’s threat to video creator hardware

“AI video generators are just another tool in the box”: this statement has been circulating in recent months as AI adoption gathers pace. It is mostly used to soothe concerns regarding AI disruption to video creator workflows. The thinking being that AI tools will not disintermediate existing hardware and software but will be slotted into workflows alongside what already exists. In other words: “don’t worry software and hardware companies, AI is here to support, not supplant”.

Of course, the reality is more nuanced. The extent to which AI tools will disrupt video creator workflows depends on the values of the individual and how they want to create. MIDiA outlined in its "State of the video creator economy" report how video creators have trifurcated into three broad camps: marketing creators, social video creators, and film and television editors / professional videographers.

Trifurcating creation behaviours

Within these camps, the need for speed and control varies. While all creators would like to work faster with more creative control, there tends  to be a trade-off between the two. Those seeking to speed up through streamlining end up being less hands on with creation tools, and vice versa. So how does this look in practice? Broadly speaking, marketing creators posting on socials want to produce content quickly, so they can digest the audience analytics before tweaking their approach to maximise reach. TV and movie makers may want AI to tackle the laborious processes, but not at the expense of their creative control.  

With this backdrop, there is a stronger case for AI video generator adoption among the marketing creators. For some TV and moviemakers, AI generators could be defined as “just another tool in the box” that can cut the cost of reshoots or streamline animation. For marketing creators, the disruption could be starker by supplanting footage shot in the field. This would drastically cut the need for hardware in this creator segment. And it does not end there. While AI video generators have garnered the most publicity, they are just one example of a tool disrupting workflows. The truth is that there is now a generative AI tool for nearly every juncture in the video creator workflow, from idea generation and storyboarding to voiceovers, sound effects, and video upscaling. AI-only workflows are already a reality. The danger is that by taking the “it’s just another tool in the box” mindset, hardware companies may assume their products are sacred cows when the threat is more acute.

Safeguarding the funnel

This is the case when it comes to beginner creators. The democratisation of creation presents an opportunity to widen the funnel to more hardware buyers. Yet, these casual creators are also a prime target for AI tools providers who offer an opportunity to generate footage far beyond a casual creator’s skillset. While creator hardware penetration is lowest among beginners, the threat comes from AI tools becoming embedded at the beginning of a creator’s journey and reducing the need for creator hardware as they progress to the intermediate and advanced level (where penetration is much higher).

In the recently published "Hardware user profile", MIDiA explores how hardware companies can increase penetration among casual creators and defend their business from AI disruption through variety of measures, from product bundling to recalibrating marketing strategies. Following this is the AI and the future of hardware report, which will be published this month (October 2024). This report will explore the impact of AI-only workflows on the hardware value chain by pinpointing the low and high-risk areas. By understanding how video creators are pivoting to embrace AI, hardware companies can safeguard workflows and maximise the value they bring.