Want to automatically transcribe your media content and make it searchable to increase site traffic?
Verbit is an AI-powered transcription and captioning platform that can help you do just that.
The company's AI produces captions and transcripts of live and recorded content to make media more accessible to consumers and boost SEO.
We spoke with Michal Roche, Director of Marketing at Verbit to learn more about this AI-powered marketing solution.
In a single sentence, describe Verbit.
Verbit is the world’s leading AI-powered transcription and captioning platform, providing accurate, word-for-word transcripts and captions that make content and video accessible to diverse consumers in the education, legal, media, government and corporate spaces.
How does Verbit use AI?
Verbit’s in-house AI, built on machine learning and natural language processing, is applied to produce captions and transcripts of both live and recorded content.
Verbit then takes it one step further by having its team of 35,000 highly-trained freelance transcribers and 600 professional captioners fact check its work to achieve the 99%+ accuracy needed for accessibility.
This process offers customers accessible materials with turnaround times that are 10X faster than industry standards.
What are the primary marketing use cases for your AI-powered tech?
Verbit’s AI is being used to make virtual events, videos, training sessions, interviews, meetings and online learning opportunities more accessible and engaging to professionals, learners and consumers alike.
Audio and video files which contain Verbit captioning and transcription become searchable, accessible and actionable.
With Verbit, businesses and institutions can better connect and engage with individuals with disabilities, international audiences, commuters and those who simply prefer to view with captions. Verbit’s transcripts help companies improve their SEO and increase site traffic.
What makes your AI-powered solution smarter than traditional approaches and products?
Many professionals are still enlisting manual processes of transcribing files by hand and in-house by untrained transcribers. This process can be highly inefficient and costly. Others are turning to free, automatic built-in solutions to offer captions which are inaccurate and lead to inaccessible content for individuals with disabilities.
Verbit offers the ideal solution to replace these alternatives, by providing an AI-based method to rapidly produce this work and avoid backlogs, while also supporting the need for content to be accurate and accessible. Verbit’s AI and HI (human intelligence) dual model is easy to implement and cost-effective, helping professionals deliver on accessibility and reach target audiences more effectively.
Are there any minimum requirements for marketers to get value out of your solution?
No, with a variety of solutions and brands such as VITAC and AutomaticSync Technologies under the Verbit Group umbrella, Verbit’s solutions can be tailored to meet the individual budgets and needs of each customer.
Verbit can be used to scale the captioning process on multiple files on a daily basis or can be implemented to serve as the accessibility solution to power yearly conferences.
Verbit’s team is agile and works with each customer to meet their individual needs, with customized templates and processes designed to make the process simple and easy regardless of requirements.
Who are your ideal customers in terms of company size and industries?
Our AI-based speech-to-text solutions can benefit virtually any industry.
Currently, we serve approximately 2,000 customers across the media (e.g.,CNN, Fox, Disney etc.), education (e.g., Stanford, Harvard, Coursera etc.) corporate (e.g., Amazon, Microsoft, AT&T etc.) legal, finance and government sectors.
What do you see as the limitations of AI as it exists today?
Technology-only transcription and captioning only reaches 75-80% accuracy levels, which does not meet the benchmarks needed to deliver equitable, accessible experiences or captioning that appears professional without errors.
Verbit recognizes the power and scale which AI brings to the table, but understands the need to harness the power of human intelligence as well to meet industry needs.
What do you see as the future potential of AI in marketing?
With 68% of brands’ site traffic coming from search engines, AI will play a larger role in making website content more easily discoverable for search engine users.
Quality audio and video content are an important part of any marketing strategy, but since neither can be read by search engines, it often fails to reach its full potential. Adding AI-driven captions and transcripts can make video more visible in search results, leading to higher engagement and customer conversion.
AI is also essential to improving engagement at in-person, virtual or hybrid events. For example, many business and event producers are implementing captioning to help audiences stay connected. In addition to boosting attendee comprehension and retention, captioning allows businesses to effectively include audiences with disabilities and international audiences that may be participating in a non-native language.
Any other thoughts on AI in marketing, or advice for marketers who are just getting started with AI?
The possibilities for AI in marketing are seemingly endless, but AI can be used to improve, engage and personalize marketing experiences.
AI will continue to help marketers engage online audiences with audio and video content and events that meet their on-demand or accessibility needs. It will allow brands to become more inclusive, reaching audiences with disabilities more effectively, as well as localizing content with AI-based translation applications to help reach more international audiences.
As more brands invest in video, podcasts and social experiences, AI-based solutions will help them to engage diverse audiences most effectively. SEO is also the marketeers’ best friend, and AI-based tools like transcription will greatly help brands become more discoverable and searchable for additional consumer reach.
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).