In the latest instalment of our AI series, our Head of Creative Paul Stroud dives into the top 3 video AI trends that are taking over the marketing world
AI-generated video content is revolutionising the marketing landscape, providing innovative ways for brands to connect with their audiences.
Imagine effortlessly creating video content tailored specifically to each viewer – all without the need for traditional film shoots. This is no longer a futuristic concept: it’s happening now. From lifelike avatar actors to videos that feel like they were made just for you, AI is transforming the way brands capture attention.
In this blog, we’ll explore the top three AI video trends that every marketer needs to watch out for, to stay ahead of the curve and create compelling work for their clients, as well as the ethical considerations. These trends, when paired with the right strategic expertise can enhance a brand’s impact and reach.
1. Avatar actors and likeness licensing
Forget about traditional video shoots requiring actors; AI is enabling marketers to license an actor’s likeness, train AI models with it and create digital avatars that perform in ads. It’s an innovation that not only accelerates content production, but also offers remarkable flexibility in how a brand delivers messaging.
What does this mean for marketers?
- Quick and efficient production: Generate diverse content without the logistical constraints of traditional video shoots.
- Flexibility: Easily test and refine different content styles and messages.
- Cost savings: Cut expenses associated with hiring actors and coordinating shoots.
TikTok recently announced that it’s introducing avatars of creators and stock actors for branded content and ads on its platform.
Additionally, AI platforms like Synthesia and Arcads offer technology to digitally replicate a real actress’s likeness. This human-trained, AI-delivered content opens up exciting new possibilities for storytelling that is both scalable and controlled.
When strategically implemented by experienced marketing teams, these AI-driven tools can create content that attracts attention and aligns with the brand’s messaging and objectives, ensuring consistent and impactful creative direction.
While impressive, these advancements raise ethical questions; it’s essential to ensure actors give explicit consent for their digital representation and that usage rights are clearly defined to avoid misuse.
It’s also worth remembering that AI video platforms are still being fine-tuned, so their capabilities remain somewhat limited.
In our experience, we have found that they often struggle with generating animated graphics, live-action footage, or any content that doesn’t prominently feature a human face looking directly towards a camera – the kind of content that’s popular on TikTok, Instagram and the like (more on that shortly).
Ultimately, the future’s bright. But for now, marketers will still need to temper the use of these tools with human expertise and caution to avoid any mishaps.
2. The takeover of authenticity
The growing popularity of low-budget, relatable videos on platforms like TikTok and Instagram makes it clear that authenticity is winning out over polish, as viewers increasingly engage more with content that feels genuine and unscripted. For marketers, AI tools facilitate the quick creation of this sort of content, making it easier to experiment with formats that resonate on a personal level to your clients’ specific audiences.
The benefits for marketers:
- Audience engagement: Authentic, low-production videos often outperform high-budget ads.
- Trust-building: Genuine, relatable content is more likely to forge trust with viewers.
- Efficiency: AI tools allow brands to quickly produce and experiment with a variety of video content.
Marketers using AI tools like HeyGen and InfinityAI can quickly produce authentic-feeling video content. This approach leverages imperfections as a feature, not a flaw, boosting a brand’s approachability.
3. The importance of tailored video content
The creation of hyper-personalised video experiences through AI plays a critical role in effective marketing campaigns. By using customer data from customer relationship management (CRM) systems, marketers can use AI to craft video scripts tailored to individual viewer preferences, language and accessibility needs.
This ensures that the content feels relevant, enhancing engagement for your clients.
Advantages for marketers:
- Enhanced user experience: Videos adapt to individual viewer preferences, language and accessibility needs.
- Stronger audience connection: By delivering content that resonates on a personal level, viewers feel valued and understood.
- Higher engagement rates: Individualised videos are more likely to grab and hold the viewer’s attention.
Tools such as HeyGen’s Avatar in Motion allow for real-time customisation, where marketers can tweak gestures, facial expressions and speech patterns to match specific audience demographics or cultural contexts, making every interaction feel personal. The true power of these tools is realised when integrated into a strategic campaign that aligns with each client’s unique brand identity and goals.
While personalisation enhances user experience, it also raises privacy concerns. Marketers must handle customer data responsibly, ensuring compliance with privacy regulations and maintaining transparency about how personal information is used.
Embracing the AI video revolution
As these groundbreaking AI video trends have shown, the marketing landscape is undergoing dramatic transformation. From avatar actors to authenticity-driven content and hyper-personalisation, AI is opening up new horizons for marketers to enhance brand engagement for clients. While this technology is still in its early stages of deployment, it’s only a matter of time before these innovations become the industry norm.
However, it’s essential to deploy these tools responsibly, considering challenges like privacy concerns, the ethical use of digital likenesses, and, as with any AI tool, staying alert to its inaccuracies and limitations.
So, what’s the key takeaway for marketers?
Embracing these video trends isn’t just a smart move—it’s essential if you want to outpace the competition and keep your messaging fresh and engaging. So go on, have some fun: experiment and explore.
If you want help crafting cutting-edge marketing strategies, get in touch with us. We’d love to partner with you to create innovative campaigns that resonate.
