The pace of change in Artificial Intelligence (AI) over the past few years has been astonishing. In almost every industry, AI is quietly reshaping how things are done and video production is no exception.
Why Video Still Leads the Way
Video remains the most engaging format for almost every type of content. From marketing and social media, to training and internal comms. More brands are leaning into it, not just because audiences expect it, but because it works.
How AI Supports Video
At its best, AI doesn’t replace the creative process, it supports it. Here are a few areas where we’re seeing it make a real difference:
Editing Support
Tasks like transcribing interviews, cutting long-form content into social clips, or generating rough edits can now be sped up with AI-powered tools.
Translating & Creating New Versions
Need content in multiple languages, or different formats for various platforms? AI tools can help automate that process, from subtitling and resizing to generating voiceovers that sound remarkably natural.
Personalised Versions
Some tools (like Meta) can now automatically reformat or reframe a video to suit different viewers. For example, adapting the length, layout, or even the featured highlights depending on what’s likely to perform best. It’s a subtle but powerful way of getting the most from your content, but obviously the content has to be good to begin with!
Data-Driven Insights
We’re always learning what works eg – content length, tone, format, placement… which gives us all the insights to guide decisions about what needs to be created. No guess work needed! .
What Still Matters Most
While AI brings speed and scale, the heart of a good video hasn’t changed: strong visuals and a story that feels human. No AI tool can replace the instincts that come from experience.
