The best teams use AI to automate repetitive work, not to fix bad strategy or magically write great copy. This frees them up for high-value strategic and creative tasks, making marketing feel more human.
AI video generation is highly effective for creating brand campaign B-roll, animations, and voiceovers. However, for A-roll footage like a person speaking directly to the camera, the technology's quality is not yet sufficient for professional use.
As AI creative tools become integral, consider hiring a dedicated "AI creative producer." This specialist focuses on mastering these platforms to go from idea to finished video or asset, a skill distinct from a traditional motion designer.
Instead of ad-hoc AI use, build a systematic approach by creating an organizational "brand skill" in an AI tool like Claude. This skill, fed with brand guides and visual styles, empowers non-designers to generate on-brand assets within guardrails.
The reduced cost and time of AI video production allows teams to create styled, ad-quality video for internal or secondary functions like customer education, which previously would not have justified the investment required for a traditional production.
To maintain control and accuracy of a shared AI brand skill, establish a formal change request process. This allows a central team, like design, to vet and approve updates, preventing individuals from unilaterally altering the brand's core AI instructions.
AI tools fundamentally change the creative workflow. Instead of spending extensive time on mockups and presentations to sell an idea internally, creative directors can now generate the actual asset from day one, accelerating the process from concept to creation.
When localizing video content, don't default to voice cloning. UiPath found that dubbing with a pre-canned native voice often sounds more natural than cloning, especially when crossing language families (e.g., English to an Asian language). Experimentation is key.
Instead of being limited by generic stock footage, use AI image and video generation to create highly specific B-roll. This allows you to include your own branding, specific locations, or unique concepts in your videos that are impossible to find otherwise.