The primary benefit of AI in marketing isn't just making existing tasks cheaper or faster. According to Magnific CEO Joaquín Cuenca Abela, the real opportunity lies in using the time saved to explore entirely new creative strategies and outputs that were previously impossible.
Counter to the job-loss narrative, AI is enabling large-scale productions that would have otherwise been shelved due to prohibitive costs. By reducing budgets, AI allows ambitious films to get greenlit, thereby creating hundreds of jobs for projects that would have never existed.
AI creation platforms are breaking down the silos between specialized creative functions. A single person, such as a writer, can now execute storyboarding, set design, and directorial choices, effectively merging multiple roles into one. This empowers individuals to realize a more complete creative vision single-handedly.
AI video tools have collapsed production costs. Magnific's CEO estimates the effective price, including multiple attempts, is about $1 per second of finished video. This drastically shifts the budget bottleneck from platform fees and production hardware to the time and salaries of the creative team.
While AI can generate video variants, creating hundreds of hyper-targeted versions is currently impractical due to a high probability of errors. Magnific's CEO identifies a market need for a control layer—a 'cloud code for design'—to harness the AI, check outputs, and steer it to maintain consistency.
Initially resistant, Hollywood now widely uses AI tools like Magnific. Creatives like Gal Gadot have realized AI can cut film production costs by two-thirds, enabling more content creation by focusing actors on performance while AI handles complex environments, ultimately servicing more audiences.