In this episode, Jenny Bristow, CEO of Hedy & Hopp, speaks with Drew Hardesty, CEO of Wonder Boy Media, about how AI is transforming video and image editing in healthcare marketing. They explore the innovative ways AI is helping marketers save time, enhance creativity, and improve efficiency in editing tasks.
Episode Highlights:
- AI in Art Generation vs. Editing: A distinction between AI art creation and AI-powered editing that enhances existing content.
- Photo Editing: AI tools in platforms like Canva and Adobe simplify tasks like background removal and denoising.
- AI’s Role in Video Editing: AI accelerates multi-camera edits and streamlines podcast production.
- The Human Touch: Creativity remains human-driven, with AI handling repetitive tasks.
- Privacy Considerations: A reminder to avoid uploading sensitive data into AI platforms.
If you’re a marketer looking to make the most of AI in your editing process, this episode offers information on how to use these tools effectively—without compromising creativity or privacy.
Connect with Drew:
Connect with Jenny:
- Email: jenny@ec2-3-80-87-79.compute-1.amazonaws.com
- LinkedIn: https://www.linkedin.com/in/jennybristow/
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Jenny: [00:00:00] Hi friends. Welcome to today’s episode of We Are, Marketing Happy, a healthcare marketing podcast. My name is Jenny Bristow. I am the CEO and founder at Hedy & Hopp. We’re a full service, fully healthcare marketing agency, and we are the proud producers of this weekly podcast. I am so excited today to have Drew Hardesty with me.
He is the CEO and founder at Wonder Boy Media, which is a full service video production company based out of Owensboro, Kentucky. Welcome, Drew.
Drew: Thanks for having me.
Jenny: Yeah, we actually met at SHSMD a couple of weeks ago. We were in what we like to call the quirky corner area, but we had so much fun talking about all things content generation for providers.
And so I invited you on the podcast today to talk about one specific area of topic that we dug into quite a bit, which is the emergence of AI in both photo [00:01:00] and video editing. Mark Brandes, who is the Director of Technology and Analytics at Hedy & Hopp. He and I did a masterclass at SHSMD about AI and the immediate applications that marketers can use in their day to day workflows.
To improve efficiencies consider things from different perspectives, et cetera. And you and I had a really great conversation about how that applies to video and imagery. So to kick the show off today, I think what I’d love to do is have you really explain the difference to listeners about AI art generation versus AI image and video editing and what we’re going to focus on today.
Drew: Okay. Absolutely. So when it comes to art generation these tools like Dolly. Dolly’s the one I use the most, but Canva does it as well. It’s really using a text prompt but being fairly specific and concise with that and having these machines just generate sometimes [00:02:00] perfect art, sometimes a little off, but for the most part, it does a really good job.
So art generation is based on text prompts. Whereas AI and when it comes to editing is based off of, you know, something that’s already been created a video that’s already been shot an image that’s already been shot or captured. And then using that and some of the surrounding aspects of the image to, you know, generative fill or expand or all these things that we’re starting to hear more and more about.
Jenny: Excellent. That is a really great example. And when, and during the class, some of the folks that were participants, we had a fun workshop area and one of the people actually like said, do a dog looking at a laptop, like this really quirky prompt. Right. And like, it’s really cool to see what AI can do as far as creating that imagery through the lines of art, but it is rarely applicable in our day to day lives as marketers in the healthcare space.
So I’m excited to focus more on the AI through the lens of like editing and process improvement. So, let’s start first talking specifically about [00:03:00] photos. I’m going to chat about photos first. Then I’ll chat about the video second. So talk to me a little bit about marketers when they’re thinking about photography or any sort of static image assets, and what sort of applications there are for AI to improve their workflows or editing processes.
Drew: Yeah. So we exclusively use the Adobe suite. So we’ve got, you know, Photoshop, Premiere, After Effects, all these famous programs people have heard of. Those can have a little bit of a learning curve. And so for those marketers out there who don’t have that experience or don’t have that time to learn these programs, Canva does a great job with it as well.
I’ve taken images into Canva, their background remover is really good. Their duo tone tool, you know, all these different things that you can edit an image that’s already been shot, you know, maybe it’s a headshot of a physician, but it was kind of a weird background.
You want to take that out and put them in front of the hospital. So, you know, Canva does a really good job of removing [00:04:00] backgrounds and things like that where we would get more into kind of the professional realm would be in Adobe and the AI in Adobe is just taking leaps and bounds like every day.
It blows me away how good it is. Their denoiser, we’ve got a camera that, you know, we’ll shoot some pretty good megapixels, but it typically has some noise there. AI denoiser is unreal. Their generative fill. If there’s you know, a space that you want to expand. You know, put something in like a, hey, put a tree here next to this person, you know, they can, it does a really good job of that.
We’ve used it for expansion. So if you needed just a little more headroom on a shot, or if you needed a little more of a wall in the background, their generative fill and generative expand are just light years ahead of things. Most people would have access to you.
Jenny: That is a great summary.
I was reading an article last week, a little bit about Adobe’s AI functionality, and the person said, I tried to create a list of all the things that don’t do, and I literally [00:05:00] couldn’t come up with anything because it’s expanded so much in the last couple of years. That’s really exciting. So one of the examples that I hear over and you spoke on it, is marketers that have to get a physician’s headshot for the directory and they used to drive or send a photographer that they hired a contract or on staff for hours out to a remote, a rural clinic to get a headshot of that physician. And it was a whole day’s contractors expense. And now, like you said, you can literally take just a photo of them that they submit and then generate it into a standardized headshot imagery.
So I think. Just like you said, whenever I’m thinking about ways that marketers can be smart about it, it’s not so much about getting super creative and doing fancy art. It’s more about how can I clean up processes, reduce the noise or the budget, unnecessary budget of travel and whatnot, just to be [00:06:00] smarter with my budget allocation.
Drew: Yeah, absolutely. I mean, it’s where AI is really well used in the workflow process. So if you have an image of a doctor already, and you just want to polish it up, make it look more professional, you know, there are apps out there that will take just the face and then put them on this, you know, Clean looking professional looking headshot, you know, it’s just, it’s more of a workflow thing.
I think then getting to create right now, the creative side of it is a little wonky, but workflow is where it really is powerful.
Jenny: I love that. Let’s transition over to video. Cause I think we’re going to talk about the exact same thing on video, right? It’s not about generative creating it from scratch.
It’s more about being smarter with your workflow. So what are some ways that folks like yourself, your organization, or marketers within organizations that focus on video editing, what are some ways they can look at integrating AI into their video editing processes?
Drew: The biggest thing right now, at least in our world where we are here in Owensboro, we’re starting video podcast [00:07:00] studios.
I’m actually in one now. And so those podcasts, video podcasts could be an hour and a half, it could go Joe Rogan and be three or four hours long. And where AI really helps there is these plugins that have that Adobe has that will take multi camera angles and edit them in minutes. And just the amount of time that would save me as an editor from basically having to rewatch the whole video that I already saw live in person.
Taking that and editing it within minutes is just. A huge time saver. And I think that’s where, as when it comes to video AI is going to, as is really helping us with time saving just helping that workflow speed it up, get projects out the door faster and accurately. And it does a really good job.
Jenny: Yeah. So thinking specifically about this podcast, for example, thinking about like removing pauses, removing ums and other filler words, right. I think it’s really [00:08:00] important to clarify that there’s nothing creative being done with this editing with AI, right? That’s where the human touch is still so important.
So for a podcast, it’s not as big of a deal because we do a straight shoot here, but if you’re doing, for example, a commercial video you know, for your organization, that’s not something that AI can edit. For you, right? Like that still takes, you know, a person like yourself or a member of your team to be creative, right?
Drew: Yeah. That is. And I mentioned that we talked earlier about some posting I had made on LinkedIn, Instagram, and it’s that human touch. That was, you know, what I liked about that post is that it’s so important especially, you know, in healthcare marketing, when we’re trying to focus on storytelling and the human condition.
It takes that human touch to really make something creative and to tug on heartstrings and to connect with people. Whereas AI isn’t quite there yet. It’s still, you know, I’m not out of a job yet, put it that way. I’m not worried about my job. AI has not taken over my job. You know, there’s still a place for that [00:09:00] human touch.
Jenny: I think it’s just probably letting you focus on the more fun parts of your job.
Drew: Absolutely. Yeah. And it’s. Taking over the tedious work and allowing us to be a little more creative.
Jenny: I love it. So if I were an in house marketer and I were thinking about doing either a video or a image job of some kind with an outsourced organization, what are some questions or things I should ask them to understand if they’re using AI effectively?
Cause I would think that probably would mean that from a budget and timing perspective, they’re likely going to be a better partner.
Drew: Absolutely. I mean, Open AI is, you know, free and, you know, you can use Dolly, Chat GPT. I was doing it earlier. I was trying to come up with some tattoo designs of all things.
And it just spits out, you know, 10 designs right then and there. So that’s completely free. Most, I would say marketers probably have a Canva subscription. And if you have the pro version, then, you know, you have their AI tools as well, that are a part of that. Yeah. You know, Adobe, again, we talked about that can get a little more expensive depending on, you know, your, the learning [00:10:00] curve, how much you know about it.
But once, once you have access to those programs, it’s completely free. I think it really just goes back to creativity. When to use something that’s free and when to partner with someone is when you need to be creative and AI is, you know, going to kind of get you halfway there, but that human touch is what’s really going to set it off.
So if you need to be, you know, spitting out graphics on brand for social media posts, I think AI is great for that. They’re going to get the tone, right. As long as you’re prompting, well, they’ll get the tone, the colors, the brand, all the things, right. But when you need to do something really creative and outside of the box, partnering with someone getting that human touch would really help.
Jenny: Absolutely. I completely agree with you. And one last disclaimer as the self proclaimed queen of privacy, I have to remind everyone to not upload anything into any of these AI platforms that is considered private. So if you’re not willing to put it on a billboard, [00:11:00] outside of your office for your competitors to see, or for the general public to see, do not upload it.
That includes anything specific to patients any sort of financials or positioning information about your organization. You just gotta be really smart about that.
Drew: Yeah, that’s a good disclaimer.
Jenny: Absolutely. Well, Drew, thank you so much for being on. For our listeners, Drew’s organization, we’re huge fans of Wonder Boy and all of the work that they’ve done.
I’m going to include a link to his LinkedIn in the show notes. So if you’d like to reach out to him to chat more about his work or his use of AI in this space, I’m sure he’d be happy to chat.
Drew: Absolutely.
Jenny: Awesome. Well, thank you so much for tuning in to today’s episode of We Are, Marketing Happy. Please, as my kids would say, like and subscribe, and share us with a colleague who may appreciate this content. We will see you on a future episode.
