Can AI Replace The Unexpected Shot?
- Sean Arbabi
- 12 minutes ago
- 2 min read
Many AI updates this week. Adobe launching a foundry service to build GenAI models for enterprises. Anthropic launching a browser-based version of Claude Code. OpenAI introducing ChatGPT Atlas, an AI-powered web browser. Google Meet even launching an AI-powered makeup feature. Powerful tools coming our way, but I have a thought.
Can AI replace the unexpected shot?
How many times have you been on a shoot, planned the scene the best you could, then captured something unforeseen and wonderful? Once? Five times? Too many times to remember? My answer would be "too many times to remember".
If anyone's ever shot, produced, or directed content creation, you know the general understanding is you DON'T want the talent or elements within a scene to do EXACTLY what you asked for.
Why?
Because the unexpected is often better than the idea. Because experienced talent can often deliver better results. Because elements within the scene can create something you never could've have imagined.
Just watch Steven Spielberg direct Christopher Walken in "Catch Me If You Can". Walken provides multiple choices within a scene, none of which Spielberg asked for or could've ever imagined. One of the best directors of our time doesn't always know what's best, and is comfortable relying on the collaborative process for something special.
I wonder how AI will handle the type of unanticipated randomness that delivers pure gold? Will the realistic random wonderfulness we've captured throughout our marketing careers turn into AI predicted prompts?
Nothing better than safe prompts to create the bland content….said no one ever.
This isn't an anti-AI post. It's simply to say the new challenge will be to work with AI creating content that’s out of the box. Unpredictable and unexpected. Something we didn’t fathom, yet love. Something that works better than the original plan. Something that helps to define a brand through a stylized effect, moment, gesture, or look that doesn’t appear generated, yet authentic.
Dynamic, powerful, and unique enough to stand out.
Marry amazing creatives with AI and you may be able to accomplish this. Because creatives don't always know what they love or what works....until they see it. And that's not luck. That's a gut feeling, combined with experience.
(all photos are not mine except the first AI generated image. I'm only sharing them for this blog and have no licensing rights)
Comments