Lightricks CEO: "Videos that used to take hours to produce can now be completed in a second"

"Three years ago, we identified a problem for content creators - monetization. We purchased an American company that connects between a brand and content creators. Part of this collaboration includes entering into collaborations with more movies," said Dr. Zeev Farbman, co-founder and CEO of Lightricks, at Calcalist's Tech TLV conference held in collaboration with Pand Bank Leumi.

"We founded our company to bridge the gap between imagination and creation, which is why we developed models for content creation. Our product is easy to use and this is our flagship, we take things from the professional world and simplify them," explained Farbman.

Dr. Zeev Farbman.

According to Farbman: "Generative AI burst onto the scene a year and a half ago, but it is based on decades of work. We are facing two very big trend changes in the field, first around language models - we are reaching a point where computer systems can understand human language, and this makes redundant some of the things that used to need programming.

"The users love the features that are based on AI and this is just the beginning," Farbman added, "If we think about content creation, in about two years the entire image editing field will change. In most image editing scenarios, the entire technology will become a product."

Farbman pointed out that these developments in AI are moving into the worlds of video. "The year 2024 will be amazing in this aspect of video creation. Our future products released this year will have revolutionary features, videos that used to take hours to produce can now be completed in a second. The challenges now are how to extend the video and control every parameter."

Farbman concluded: "We are in a difficult time, but in the world of technology there are extraordinary opportunities and we must leverage this tremendous revolution."