AI video generation: promising advances for careful and responsible use in tourism

Last week, OpeniA launched its new version of Sora, Sora Turbo, a video generator based on a simple text request, available to ChatGPT Plus and Pro users. A few days later, Google retaliated by introducing Veo2, an improved version of its own video generator. With the arrival of these new and increasingly advanced tools, in addition to the likes of Kling, Synthesia, Canva, HeyGen and Runway, the list of iA video generation tools is constantly growing, and with it, the possibilities for content creation.

More than a technological innovation, video generators radically transform the creative process, making it more accessible, especially for SMEs with limited marketing budgets and resources. While they open up fascinating horizons for content creation, at this stage (December 2024) they remain limited in quality and maturity, especially for mass-market promotional initiatives. The use of these tools still needs to be assessed with caution.

Indeed, the integration of such technologies raises crucial questions, not least in our tourism industry, where authenticity is fundamental. How can we maintain travelers’ trust in content that may be entirely synthetic? How can we continue to support talented content creators and encourage creativity?

In this context, it is essential to be cautious and to develop a framework for responsible use to reap the benefits of Ia without compromising the authenticity of our destinations and organizations. Misleading images or idealized representations create false expectations and unattainable promises, and risk undermining travelers’ confidence, damaging destinations’ reputations and even slowing down the adoption of new technologies in the industry.

For the time being, these tools are more suited to internal use, such as representing conceptual ideas or animating static content. If you choose to use them externally, for example in a humorous or experimental context, transparency towards your audience will be essential to preserve trust and avoid any ambiguity.

Some examples of how video AI generation is used in tourism

That said, here are a few examples of how you might use video generation:

Make your video content accessible

• Multilingual translation: Easily produce videos suitable for international audiences by generating subtitles, dubbing or fully translated versions of existing content, all in just a few clicks.
• Optimized formats: Easily convert your videos into different formats, optimized for each platform.
• Universal accessibility: Ensure a more inclusive experience, by adding options such as transcriptions or audio descriptions.

Creating engaging publications for social networks

• Quick, short formats: Create quick videos in reels or stories, vertical or horizontal, in just a few clicks.
• Landscape animation: Rather than reproducing an exact reality, stylize landscapes or emblematic elements to captivate without misleading.

Making the intangible concrete and engaging

• Brand image: Bring your logo to life, or bring your brand image to life, by turning certain elements of your organization’s visual identity into videos.
• Stories to share: Share your company’s story or present interesting facts in quick video format.
• Animated infographics: Energize your data presentation to make it more digestible and engaging.
• Creative calls to action: Use animations to incite action, such as promotions or reservations.
• In-house presentation: Energize a presentation or turn an idea into reality, share an instruction or training course and capture the attention of your teams.

Creating visual ambiences

• Thematic inspirations: Generate videos evoking specific atmospheres, such as a tropical sunset, a snowy forest or a busy evening street, to transport viewers into a special world.
• Seasonality: Create seasonal visuals to illustrate a destination at its best (without exaggerating or distorting reality).
• Immersive sensations: Use abstract or stylized elements to represent emotions or sensory experiences, such as the calm of a hike or the excitement of a festival.

Not to mention customization! Rather than having to produce generic content, or invest huge sums in creating different clips for different market segments or personas, video content can now be tailored for different audiences by targeting their needs, maximizing the effectiveness of advertising campaigns.

Faced with the opportunities offered by the generation of AI video, it is essential to adopt a responsible and transparent approach that respects the authenticity of our destinations and experiences, to ethically and prudently exploit the innovative capabilities of these technologies so that our creations do not lose sight of the essence of what they seek to represent…!