The progress in AI-supported video creation is breathtaking. Tools such as Sora, which is not yet available in the EU, or Runway 3 deliver results that were unimaginable just a few years ago. Rolf Jeger, author and pioneer in this field, sees this as a revolution for the creative industry: from explanatory films and social media spots to complete feature films, production processes are radically shortened and creative possibilities expanded. He emphasizes the importance of always keeping the "driver's seat" in order to use the tools specifically for your own projects. The interview provides valuable insights for agencies and creatives facing the challenge of adapting their workflows to these new technologies.

m&k: Welcome to the red sofa with Rolf Jeger, one of Switzerland's leading AI pioneers, author and publisher. Rolf, how would you describe yourself?

Rolf Jeger: I'm an advertiser who can't resist the fascination of technology. And in this day and age, that means I've immersed myself wholeheartedly in the world of AI.

You have brought an extensive list with you. What do we see on it?

This is a market overview of the current AI video generators. The variety is overwhelming and it's a challenge to keep track. These tools are constantly evolving and it is crucial to know which tool is best suited for which application.

How do you get an overview here?

You have no choice but to keep at it and experiment. It is important for agencies to know which tool can be used sensibly in which context. The results are often surprisingly good and shorten work processes that used to take weeks to a few hours.

Do you remember the moment you were infected by the AI virus?

Absolutely. It was in France, in the middle of nature with flamingos all around me. I read the news about ChatGPT on my phone and immediately started experimenting. It was a breakthrough moment - I knew it would change everything.

Sora was launched yesterday. What do you think of this tool?

Sora has been extremely hyped. The demo videos show impressive results, but it is not yet available in the EU. Nevertheless, Sora shows the potential to revolutionize professional productions such as explainer videos, dramas or even feature films. It's fascinating to see how much groundwork has been done with Hollywood professionals. I think Sora will have a big impact as soon as it is available here.

Runway has also made progress. How do you see the development there?

Runway has made great leaps forward in the new version 3. The quality of the videos generated is impressive, and the control options for camera movements in particular are a real asset. I remember how difficult it was to achieve usable results a year ago. Today you can turn key visuals into moving clips - ideal for social media.

You gave an example where AI has accelerated production. Can you explain this in more detail?

Yes, we recently created a campaign with 30 interviews per language. Thanks to an AI tool, we were able to automate the rough cut and work specifically with text searches. What would have taken weeks in the past was completed in just a few days. This efficiency was crucial in order to implement the project within budget.

Many creatives are wondering whether they need to change their workflows now. What advice would you give them?

I think it is inevitable that workflows will adapt. The tools offer enormous opportunities, but they require a rethink. It's important to stay in the driver's seat. You have to know what you want and use the tools in a targeted manner to implement your ideas in the best possible way. It takes courage and curiosity to try out new approaches, but the results can be groundbreaking.

One last point: how can print products be supported by AI?

AI can be used to adapt content from print for moving images. For example, you could go through a magazine and ask AI to suggest video content based on the text and images. This creates a completely new dynamic and helps to expand the reach of the content. However, it remains important to select and adapt the ideas and outputs in a targeted manner.

Many thanks, Rolf, for these exciting insights!

Thank you, Beat. It was a pleasure.

The latest book by Rolf Jeger is available here.