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Artificial intelligence (AI) is set to transform the creative industry by enabling faster and more cost-effective production of video content, particularly on platforms like YouTube.

This is the view of Kabelo Makwane, the country director at Google, who I sat down with at the recent inaugural YouTube Awards.

Makwane is optimistic about the use of AI and its impact on the video-sharing platform. He explained that he believes the technology will enable creatives to generate their content at an accelerated pace and at scale, which will ''explosively expand the creative industry'' in South Africa.

He elaborated that rather than dampening creativity and production, AI will empower the creative industry, allowing them to move away from the old, traditional way of creating adverts - which required studio facilities, a great deal of time, and a lot of administrative work to get an advert together.

Creativity Unleashed

Makwane explained that AI can be a viable tool for revolutionizing the creative production process by enabling rapid iteration, which, traditionally, has been the most time-consuming part of producing quality video content.

This shift, from the conventional way of producing content, to an AI infused way, also allows brands and creators to even more effectively reach and engage audiences. ''YouTube, with over 2 billion daily active users, offers unmatched scale and precision for targeted marketing campaigns and creator collaborations.This more effectively connects brands with their audiences,'' he enthused.

Makwane noted that YouTube also empowers local talent and monetization, enabling South African youth and creators to showcase unique content globally. This offers new avenues for creativity, cultural expression, and economic opportunity beyond the entertainment industries.

While he recognised that producing content on YouTube is not a panacea for addressing the issue of unemployment and the need for people to have a way to generate their own income, he noted that it can play a part in enabling local creators to use their creativity to their benefit. This is significant, particularly in a South African context, where unemployment is still too high.  

‘’Digital platforms such as YouTube offer significant opportunities for monetization, although they are not a solution to every challenge that we face. These platforms have contributed to the widespread popularity of songs like "Jerusalem" and artists like Master KG, particularly during periods such as the COVID-19 pandemic, when audiences were more available. Achieving similar viewership and audience engagement would be difficult without substantial financial investment,’’ he notes.

Makwane continued that platforms like YouTube also allow individuals to share content at scale. ‘’This potential extends beyond entertainment; for example, traditional African beer recipes or cultural practices can be documented and shared, providing accessible resources for those interested. Additionally, e-commerce businesses increasingly utilize influencer partnerships, such as individuals who cook traditional meals, to build brand associations that resonate with consumers and their interests,’’ he explained.

Bounty of Benefits

The benefits of AI also means that no one in the creative space can afford to pretend that the technology isn't poised to transform the content creation space.

''I don't think any creator or brand can afford to ignore AI; unlike many other technologies and technology hype curves that we've seen, this is not something that's going to go away. AI, I think, is pretty much here to stay.

Additionally, AI brings both efficiency benefits, enabling one to refresh and reuse creative assets, while keeping them current, which then becomes considerably more cost effective,'' he elaborated.

 With this in mind, Makwane has a suggestion for brands and the traditional media: embrace what AI has to offer and also embrace YouTube as a platform for attracting, and engaging with their audience..

‘’A common mistake is keeping traditional media (like TV and outdoor ads) separate from digital efforts; these teams often don’t collaborate. I think that brands and marketing organizations miss out on valuable opportunities for synergy by not aligning content and assets across platforms,’’ he explained. But by integrating traditional and digital media, they could enjoy better use of resources in a unified mixed media strategy.

Resisting the Dark Side

However, for all its benefits, Makwane is not blind to the dark side of AI and how it can be used unethically, for example, to mislead with deep fakes. He stressed that ethical considerations such as bias, misuse, and authenticity remain critical concerns in AI development and deployment.

One way YouTube is addressing this without detracting from creators' innovation and boldness in using the technology is by watermarking AI-generated content to maintain authenticity and trust. Makwane added that ensuring transparency in representing AI-generated content helps audiences distinguish it from original material. As well, the platform is looking into mitigating AI hallucinations.

 Addressing brands, he urged them to take advantage of the power of using YouTube as a platform and as a place to find partnerships.

‘’YouTube is where they can find creators, with a plethora of creative content living in platforms like YouTube now. Building scaled engagements with creators, and connecting your brand with their audiences, is a match made in heaven,’’ he enthused.

Getting Ready to Grow

In lieu of the awards, which showcased the creative excellence that is readily apparent in the country, the question becomes how local creators and brands can best utilise YouTube moving forward. Makwane pointed out that as content and creativity continue to grow on the platform, adapting to ongoing changes is important for both brands and creators, adding that embracing this transformation involves leveraging the tools and initiatives offered by the platform.

He stressed that inculcating skills is essential. To this end, Google provides resources such as Skillshop, a free training programme with certifiable courses that individuals can add to their CVs to demonstrate formal education in optimising platforms like YouTube.

Makwane elaborated that developing skills and building capacity are key aspects that can support brands in maximising their use of YouTube, while organisational efforts to drive change in creative, production, and digital marketing processes are also important.

Furthermore, it is necessary to equip team members through upskilling and training. Many of these development opportunities are available at no cost. ‘’Taking full advantage of such free training can help retool teams and enhance a brand's ability to make the most of YouTube,’’ he stressed.

In conclusion, I walked away from the interview more convinced that AI is quickly shaping up to be not just a tool but a transformative force in the creative industry. It also seems like there is  convergence here, of streaming platforms like YouTube, AI and the plentiful creativity that SA has in abundance, with these three offering significant hope for creatives to generate their own success. That is certainly something worth celebrating.