The ‘REAL’ need for authenticity ~ AI can’t capture that magic.
Ski Patroller captured on camera mid-interview in our documentary ‘Beyond the Pistes’ - telling the lives of the French Ski rescue team.
In a world where AI is becoming more prevalent, nothing resonates like real, authentic stories. While AI offers some amazingly innovative and creative tools, it can never replicate the authenticity and emotional richness that human experience brings to video and photography.
I feel with so much content now being created by AI, brands (especially in the outdoor and lifestyle industry) are going to be focusing even more on creating authentic brand campaigns and content which evoke human connection.
It’s natural to wonder how AI will impact creativity and the future of film and photography. I believe that when it comes to video and photography production—especially in brand storytelling—the power of genuine human stories remains irreplaceable and increasingly essential. The emotional depth, imperfections, and distinct narratives that come from real human experiences are what create meaningful stories. We’ll have to see if going forward there will be a greater demand from brands for this type of genuine, relatable content.
The Power of Authenticity
As it becomes increasingly difficult to tell what’s real and what’s not, there’s a growing need for brands to produce ‘authentic content’—campaigns and concepts that showcase genuine people, real emotions, and true stories.
No matter how advance AI may be at creating realistic looking creative content these are elements we feel are so important for brands to connect with their viewers and which can’t be replicated:
‘AJay’ a National Trust Park Ranger - Brand campaign collaboration with Cotswold Outdoors and the National Trust - ‘This is our Outdoors.’
Human connection and candid moments - the spontaneous moments that you could never script and which happen so naturally. These are the moments that resonate and connect with the viewer.
Creative Collaboration: Video and photography production is such a collaborative process involving the brand and the entire production team. This collaboration often leads to spontaneous changes in creative direction and last minute ideas that AI just cannot replicate. The human-to-human interaction of the creative team is a huge part of the production process.
Emotional Expression:: Filmmakers and photographers can pick up on subtle emotional cues - a tiny expression, a pause in speech, a change in body language. These little moments often tell as much of the story as the words spoken.
Cultural Context: Creative filmmakers and photographers bring their lived experiences and cultural knowledge to their work, ensuring sensitivity and interpretation that AI just doesn’t yet understand.
Real locations: Capturing video and photography on location builds trust and gives viewers a genuine sense of the brand’s world. AI can create very impressive and often realistic digital environments but I wonder if it can really capture the beautiful atmosphere and sense of place - the sounds, the tiny details that all shape the bigger picture.
Imperfections - the slight tremor in someones voice, the laughter that comes from completely unscripted moments - the imperfections that add depth and reliability to brand stories. Real moments and experiences which are so important for brand storytelling. This emotional connection allows viewers to really resonate with a brands values and messaging.
Brand Trust - Audiences are becoming more cautious and I think skeptical of AI and digital content. Seeing ‘real’ people and genuine, authentic moments on camera can really enhance trust in the brand, its message and core values.
Brand lifestyle photography for a Runners Need campaign - ‘Why we run’
While AI definitely has some amazing features we can make the most of across all elements of our creative work, it cannot replace the authenticity, emotional depth, and trust of real video and photography.
Authenticity and captivating audiences through genuine human emotions is always at the heart of the work we do and we cannot wait to see what direction creative concepts and brand campaigns go this year. Will we see more real and emotive content from brands….we’ll have to wait and see!
Written by: Bethany Mercer - Creative Producer @GlobalShots