Translated Interview from TheMarker.com
Omri Roth, co-founder and creative director of Silueta Productions, explains how artificial intelligence is reshaping content creation—and why human expertise remains essential.
AI-generated content is everywhere, but how is it actually used in a professional business environment?
The availability of AI tools has become highly accessible. Content created for personal use is mainly designed for entertainment and social media. However, marketing and training departments within organizations require a more structured approach to ensure quality, consistency, and brand alignment.
Today, there are several groundbreaking applications in the field, such as human-like avatars for delivering training content, AI-powered localization of advertisements with seamless language adaptation and lip-syncing, and senior executives addressing employees worldwide in multiple languages. These tools make video production more accessible and enhance its effectiveness while maintaining high-quality standards.
How does AI help reduce production costs?
Until now, video productions have been known for long turnaround times and high budgets. New technology significantly reduces traditional expenses, allowing for cost savings of up to 70%, based on data we have gathered.
Recently, a tech company approached us seeking to produce a large volume of training and marketing content for its clients. Instead of scheduling multiple shooting days, we filmed professional actors once, creating highly realistic digital versions of them. These AI-generated avatars now allow the company to produce new video content instantly at the click of a button.
Whether it’s a product launch, a software update, a policy change, or internal corporate communication, AI-powered production enables companies to deliver consistent, professional messaging in real time, while also updating or modifying existing content without reshooting.
How do global organizations benefit from these new capabilities?
Building on what I mentioned earlier, that same company needed to communicate with audiences across multiple countries. Instead of hiring different actors in different languages, AI now enables perfect speech adaptation.
For example, a commercial originally filmed in English can now be flawlessly translated into Spanish, French, or Mandarin, while maintaining the original voice performance and realistic lip movements.
This is a game-changer—companies can now expand into new markets faster and more cost-effectively than ever before.
Should companies rely entirely on AI for video production?
AI is an incredible tool that makes video production faster, more flexible, and cost-effective. However, it’s crucial to remember that there is no substitute for human creativity, strategic thinking, and expertise in integrating various tools effectively.
AI doesn’t replace industry professionals—it enhances and refines their capabilities.
At Silueta, we invest daily in exploring AI’s potential, learning how it can help optimize and elevate our production processes.
What does the future of video production look like in the AI era?
The future is already here, and it’s incredibly exciting.
Technology is evolving at an unprecedented pace, and marketing and training industries must keep up. Interactive simulations, virtual characters, and adaptive learning systems are just a few of the emerging capabilities we see today.
Companies and organizations must embrace AI with an open mindset to stay relevant and maximize the opportunities this technology offers.
The author is the co-founder and creative director of Silueta Productions, a company specializing in video and animation for businesses.
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