Artificial intelligence (AI) is rapidly advancing creative industries, including video creation and production. From automating time-consuming post-production work like editing to coming up with new ideas and generating entire video scripts, AI is an invaluable tool for marketers, filmmakers, educators, and content creators — and it’s reshaping storytelling itself.
How is AI used in creative fields?
Until recently, video production was a labor-intensive, time-consuming, and costly venture, requiring expertise in script writing, filming, editing, animation, and more. However, breakthroughs in machine learning, natural language processing (NLP), and computer vision have opened new possibilities for automation and content generation.
AI’s role in video creation has grown for several reasons, including the increased demand for video content. Currently, video accounts for 82.5% of global internet traffic, and 66% of consumers report short-form videos as the most engaging content. Social media, online learning, and remote work have all driven the need for fast, engaging video content. In education especially, video plays a crucial role in remote and hybrid instruction.
The capabilities are also improving all the time. Algorithms now understand language, visuals, trends, and context well enough to make creative decisions and support video production on both small and large scales. According to Bloomberg Intelligence, the generative AI market has the potential to reach $1.3 trillion by 2032, partly due to its increased use across industries and the demand for more features and capabilities.
In addition, AI tools are more user friendly, offering no-code or low-code creation interfaces that allow the most non-technical of users to take advantage. According to research, 85% of marketers use AI content creation tools, including video.
Essentially, AI has democratized video creation, enabling anyone with a vision to produce professional-grade videos with minimal time or resources.
Key applications for AI in video creation
1. Automated video editing
AI tools can now analyze raw footage and edit it into polished videos. These tools can identify the best clips based on motion, facial expressions, or scene composition, generate a highlight reel or promotional cut, and add transitions, overlays, or music to enhance viewing for your audience.
2. Script and voice generation
AI-driven scriptwriting tools can create compelling video scripts from prompts or outlines quickly and easily. They can understand tone, structure, and audience intent, helping you draft video copy much faster and get to filming.
Text-to-speech (TTS) technology has also come a long way. With these tools, you can create human-like voiceovers for written scripts to produce narration without the need to audition and hire voice talent.
3. Avatars and presenters
Some platforms offer AI-generated avatars or virtual presenters that can deliver scripted content in dozens of languages. This is ideal for employee training videos, recorded lectures, product explainer content, or internal company communications, saving on production costs and supporting consistent, scalable video creation — especially for companies with distributed global teams.
4. Educational tools
AI-powered video tools have become important in education. Automating lectures, creating personalized explainer videos, and other video tools support diverse learner styles to ensure all students have in-depth learning. Teachers can generate engaging video lessons in minutes, while students can create multimedia projects that develop both critical thinking and technical skills.
5. Video upscaling and restoration
AI can be used in post-production to enhance video quality, upscale resolution, stabilize footage, remove noise, or interpolate missing frames. These features are especially helpful for restoring archival footage or improving videos shot on lower-quality devices.
6. Personalized and interactive video
Marketers are using AI to create personalized videos at scale. For example, a sales video might address the viewer by name, reference their company, or tailor the message to their behavior, and that can all be generated by AI. According to Vidyard’s benchmark report, personalized video campaigns have around 16 times higher click-to-open rates and can boost conversion rates by 500%.
Interactive video experiences are becoming more popular as well. Features like branching narratives, clickable hotspots, or real-time polls are being designed with AI that adapts the video path based on viewer input or engagement.
Advantages of AI in video creation
AI has a significant impact in video production. Creators have a new way to work smarter and more creatively without falling behind the competition. Here are some benefits of AI-powered videos.
1. Saving time
AI drastically reduces the time spent on scripting, editing, and post-production, which is crucial in fast-paced industries like marketing. According to Deloitte Digital’s forecast, generative AI users report saving an average of 11.4 hours per week.
2. Saving money
Smaller teams and solo creators can produce high-quality video content without contractors or expensive equipment.
3. Scalability
AI allows businesses to scale content production quickly, which is crucial in marketing, e-learning, and customer engagement.
4. Accessibility
With AI, users without a background in video editing or animation can still produce engaging, visually appealing content.
5. Dynamic content
In fast-paced marketing or educational settings, AI can support dynamic content that engages traditional storytelling styles and resonates with viewers.
6. Global reach
Dubbing, translation, and avatar customization with AI can help you adapt content for multilingual and multicultural audiences.
Challenges and ethical considerations
Though there are benefits to AI in video production, you need to be aware of the possible ethical issues.
1. Authenticity and deepfakes
One of the most discussed risks of AI video is the misuse of the generated content. Deepfake technology, which uses AI to swap faces or manipulate voices, can be used maliciously to spread misinformation, impersonate specific people, or falsify events that can cause reputational damage. It’s crucial to establish ethical guidelines to prevent abuse and prioritize content transparency.
2. Loss of human jobs
As AI takes on more and more mundane tasks like editing, voiceover, and scriptwriting, some fear that it may replace humans altogether in the workforce. While AI can assist and augment human creators, it shouldn't completely replace the role humans play in telling authentic stories. Think complement — not alternative.
3. Creativity limitations
AI operates based on patterns in data. It can generate creative outputs, but it lacks genuine emotions, intuition, and cultural nuance. Coming back to the earlier point, truly original storytelling or emotional resonance requires human creativity at its core.
4. Data privacy
AI models are often trained on massive datasets, which may include copyrighted or personal content. There are growing legal questions and debates about data ownership, licensing, and consent with AI-generated media, so it’s important to understand your rights and obligations as a creator.
5. General ethics
Approaching AI ethically is important in any context, but it’s essential in educational settings.
WeVideo is committed to transparency, content ownership, and safeguarding student data using data governance principles and best practices. Learn more about WeVideo's AI tools and philosophy here.
Interesting examples of AI-powered videos
1. Coca-Cola x OpenAI
Coca-Cola ran a global ad campaign using OpenAI’s DALL-E and ChatGPT to allow users to generate AI art based on Coke’s signature brand elements. While it’s not a full video, the campaign’s social media promos and visuals were created using AI art tools and assembled into motion content.
2. Pizza Hut x Pizza Hug Spot
When an online AI-powered video went viral introducing a fictional pizza chain, Pepperoni Hug Spot, viewers noticed the similarities between the fake brand and Pizza Hut. Flipping the script and capitalizing on the trend, Pizza Hut rebranded itself as the “Pepperoni Hug Spot” with pop-up locations and AI-inspired ads, branding, and recipes from the video.
Source: Marketing Awards
3. Anthony Joshua x Under Armour
When Anthony Joshua signed a long-term deal with Under Armour, he was in the midst of intense training for the “Knockout Chao” fight. Without access to the athlete himself, Under Armour created an AI short film using a 3D model of Anthony Joshua, photos, and voiceovers — all in a short time.
Source: YouTube
Unlock the potential of AI video production
AI is becoming a powerful force in video creation, allowing easier, faster, and more accessible video production – without compromising quality. Whether you’re creating marketing videos, developing educational or instructional content, or building a personal brand, AI-powered tools are a simple, efficient solution.
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based
commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.