There is an attitude in the technology space that startups should look to automate every time-consuming or mundane process. Sick of doing laundry? A web service will do it for you. Not keen on vacuuming? The Roomba solves your issues.

These examples, while telling a sad tale of humanity’s laziness, at least remove an arguably low-level and mundane task. But what of automating creativity — can you, and should you?

That is exactly what Magisto is setting out to do. The company has what it calls a “smart video storytelling application.” What that means in English is that using Magisto, customers can upload video and imagery, choose a theme and a soundtrack and, only a few minutes later, have a complete video to use.

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