Nicholas Mattingly is the CEO and Co-Founder of Switcher Inc.
Scroll through your feed, and it won’t be long before you spot an AI-generated photo or video—one that looks human-made but isn’t.
Today, OpenAI’s SORA enables businesses to make videos without even turning on a camera, simply by inputting text. Other solutions like Luma Labs’ Dream Machine, Runway and Google’s Veo 2 have similar capabilities. On the one hand, I believe that it’s a plus that these tools exist because they make it easier than ever to bring a video concept to life. However, businesses who lean too heavily on AI-generated video risk falling into the sea of undifferentiated, unengaging content—with their sales following suit.
As attention spans shrink and AI fuels a new wave of increased video production, it’s becoming increasingly challenging for businesses to capture attention, build trust and, in turn, grow sales. To stand out, businesses must understand the impact of AI-generated videos and find ways to use this technology without diluting their brand messaging.
How Viewers Perceive AI-Generated Videos
AI can help companies create content faster and cheaper, but it’s not always what the audience wants. AI-generated videos often miss the personal touch, expertise and uniqueness that consumers crave, especially in long-form content.
Think about it: If you’re planning a trip to Madrid, would you rather watch an AI-made video about the top 10 places to visit full of stock footage narrated by a robotic voice or a video from someone who’s been there, sharing their footage and insights? The latter feels more real, right? Without that personal connection, expertise and authenticity, people aren’t likely to engage, and trust takes a hit—leading to poorer sales.
TechSmith’s 2024 “Video Viewer Trends Report” backs this up. While 75% of respondents are “very” or “somewhat” open to instructional or informational videos “created with the help” of AI, a staggering 45% worry about their accuracy. Plus, AI videos often have “tells” that just feel off—like extra fingers, poor physics, light flickers or strange body language.
AI-Generated Videos And Differentiation
When you and your competitors use AI to create videos, your videos risk blending into the inevitable “sameness” of AI-generated content. Without standing out, you won’t grab people’s attention and differentiate your brand from competitors—and that’ll hurt your chance to build consumer trust and loyalty, ultimately harming sales.
When it comes to strategic marketing content, businesses need to focus on creating authentic, human-driven videos that set them apart from competitors. How?
How To Leverage AI For Video Creation Without Compromising Authenticity
AI-generated videos work well for routine content at scale—like talking heads or personalized videos sent to your mailing list. They’re efficient and cost-effective.
But when it comes to content representing your brand, you need to bring the human element rather than using AI to create something from nothing. Think live streams, interactive webinars, expert interviews and longer-form videos that dive deep into meaningful topics. These types of videos foster real connections through emotive storytelling, vulnerability, compassion and empathy. And it’s this emotional connection that builds consumer trust and loyalty, which ultimately strengthens your brand and improves sales.
AI can help streamline some of this. Use it to storyboard ideas, draft questions for interviews, brainstorm titles or make quick video edits. It can make your workflow smoother but shouldn’t replace the human side of storytelling that connects your business with your audience.
The Right Balance
The key is balance. AI can be an incredible tool—use it where it makes sense, but don’t let it take over your video strategy. Lean into authenticity, and find ways to use AI to enhance, not replace, the human element in your video content. Get this balance right, and you’ll be able to build deeper connections, earn trust and drive more sales.
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