The New Media Stack & The AI Video Gold Rush

In a world where anyone can create, the real battle shifts to ownership, distribution and lasting value.

Added to Saved Stories in Login VIEW SAVED STORIES .inc42-toggle-item-popup { display: none; position: relative; } .toggle-item-close { text-align: end; padding: 8px 12px 0px 10px; position: absolute; right: 0; cursor: pointer; } .toggle-items-content-main { display: block; position: relative; top: 27px; left: -204px; border-radius: 12px; background: #FFF; box-shadow: 0px 4px 24px 0px rgba(100, 100, 100, 0.25); width: 435px; height: 115px; } .toggle-items-content { display: flex; align-items: baseline; justify-content: center; padding-top: 22px; } .toggle-items-content .items-content-text .h4-saved-story{ color: #000; font-size: 20px; font-style: normal; font-weight: 700; line-height: normal; text-transform: capitalize; margin: 2px 0 10px 6px; } .toggle-items-content .items-content-text .myInc42-plus-dark { width: 100px !important; } .toggle-items-content .items-content-text .myInc42-light { width: 80px !important; } .toggle-items-content .items-content-text img{ height: 22px; } .view-my-feed-btn { width: 100%; text-align: center; display: flex; justify-content: center; } .view-my-feed-btn a { width: auto !important; } .view-my-feed-btn button { border-radius: 4px; background: linear-gradient(180deg, #DA1B4D 0%, #E23026 100%); color: #fff; font-size: 12px; display: inline-block !important; min-width: 162px; width: 162px !important; height: 34px !important; font-style: normal; font-weight: 700; line-height: normal; padding: 10px; cursor: pointer; } .CustomIconStyled { position: absolute; right: 180px; top: -80px; } .SubDropdownModelShare .sub-arrow-icon { width: 76px; height: 80px; position: relative; overflow: hidden; box-shadow: none; } @media (max-width:767px) { .toggle-items-content .items-content-text .h4-saved-story{ margin: 4px 0 10px 6px; font-size: 18px; } .toggle-items-content { align-items: center; } }

AI has made video creation faster, cheaper and more accessible than ever. But as traditional barriers of video creation fade, the market is getting crowded. 

Today, anyone can produce content at scale. Think: solo creators building full-fledged shows to studios using AI in professional film workflows. 

AI video platforms are playing a key role here by helping creators produce prompt-led micro-dramas, automating brand campaigns, and giving them access to cinema-grade post-production tools, streamlining how content is produced, distributed, and monetised.

In this new landscape, industry experts believe that owning strong IPs, building structured systems and having control over how content is distributed and monetised will be key.

But, with so much AI-led automation in content, what impact will it have on the creative talent of the country? Will AI make them redundant? Let’s talk all about it, including creating strong IPs, in this week’s edition of the AI Shift. 

AI To Be The Force Multiplier

In the realm of video content, the most visible shift is speed and scale, thanks to AI, which Invideo CEO Sanket Shah sees as a force multiplier rather than an executioner of creative jobs. 

“The world already has a dearth of creative talent in the areas of advertising, filmmaking, and creator content. AI won’t replace this talent, but help every skilled person achieve 10X the output.”

“The world already has a dearth of creative talent in the areas of advertising, filmmaking, and creator content. AI won’t replace this talent, but help every skilled person achieve 10X the output.”

An increasing number of creators are entering the market every day with little to no investment and crew. On the other hand, Indie filmmakers are generating full visual trailers to pitch their story. Similarly, brands are not shipping one ad but a hundred variants across languages and markets. Then, video content-first companies are training thousands of employees in days rather than months.

Moving on, according to Soumyadeep Mukherjee, the cofounder and CTO of Dashverse, creators are........

© Inc42