Video marketing is changing fast, and AI is right at the center of it. At our recent workshop, "AI Innovations for Video Marketers," I walked attendees through the tools, workflows, and evolving trends that are transforming how we ideate, produce, and optimize video content.
This post covers highlights from the session, including AI tools for preproduction, production, postproduction, and the growing conversation around ethics, authenticity, and trust in AI-powered content.
AI in Every Phase of Video Creation
1. Preproduction: Scriptwriting and Ideation with ChatGPT
ChatGPT has become an indispensable tool for brainstorming, scripting, and repurposing content. You can feed it a blog post, transcript, or general idea and ask it to create a script using specific frameworks like StoryBrand. It even recommends visuals and B-roll ideas, helping teams go from concept to script faster than ever.
Pro tip: Use prompts like:
“Turn this blog into a 1-minute video script using the StoryBrand framework.”
2. Production: Creating Video Without a Camera
You don’t need a studio setup to create compelling video anymore. AI-powered platforms let you produce talking-head videos, visuals, and B-roll without needing a camera or crew. Here are some of the most accessible platforms:
- Synthesia – Create full talking-head videos with avatars using your script.
- Canva AI Video – Ideal for social media clips and reels with minimal design effort.
- DALL·E / Midjourney – Create custom imagery or even B-roll to supplement your videos.
- Luma AI – Emerging tool for cinematic video generation.
While quality still varies, these tools are advancing rapidly. Synthesia, for example, now offers multiple camera angles and more expressive avatars for more realistic delivery.
3. Postproduction: Fixing and Enhancing Footage
Editing is often the most time-consuming part of video creation but AI is changing that. From automatic voice cleanup to editing filler words and syncing captions, these tools help speed up postproduction without sacrificing quality.
- Descript – Fix audio, remove filler words, add eye contact correction, and even clone your voice.
- Adobe Enhance Speech – Clean up poor-quality audio in one click.
- ElevenLabs – Generate high-quality, emotion-rich voiceovers (or clone your own).
- LALAL.AI – Isolate vocals or instrumentals, or remix tracks for custom sound.
These tools are perfect when dealing with remote testimonials, poor microphone setups, or tight turnaround times.
Sound & Music: AI for Audio Creation
Do you need music, voiceovers, or sound effects? AI can now generate or refine audio elements to enhance your video helping marketers create more immersive experiences with fewer resources.
- Suno – Generate original songs with lyrics based on a prompt. Think jingles, intros, or just-for-fun content.
- LALAL.AI – Remove or isolate vocals and instruments from existing tracks.
If you’re a musician or audio purist, yes, there are concerns. But used as creative support tools, these can be incredibly powerful.
AI for Social Media Video Creation
Want to get more mileage from your long-form content? AI can now identify the best moments from full-length videos and turn them into platform-optimized clips designed to capture attention and drive engagement.
- Wistia’s AI Tools – Automatically identify top moments in your long-form videos and generate social clips complete with captions.
- Canva & Descript – Easy tools to resize and reformat content for different platforms.
The Ethics and Human Connection Dilemma
AI can do a lot, but should it?
The most powerful videos create emotional connections, and that human element still matters. Audiences can tell when something feels “off.” AI is great for support, efficiency, and experimentation, but trust is hard to fake.
Where AI works best:
- Voice overs
- Internal training videos
- Concept explainers
- High-volume social content
Where humans still shine:
- Testimonials
- Personalized brand stories
- Emotional connection and authenticity
Here’s an example of a video created entirely with AI, in this case, using Synthesia. It only took us 10 minutes to produce, which really highlights the efficiency and potential value of AI tools.
The quality is impressive, and the voiceovers are improving rapidly, but it’s still clear that the video was AI-generated.
That said, the paid version of Synthesia is making significant strides, especially with multi-shot capabilities. It’s getting closer to feeling natural, but it’s not quite there yet.
Legal Considerations: Ownership and IP
As AI tools use massive datasets to generate content, copyright and ownership are still legal gray areas. Our advice? Use AI to enhance your original work, not replicate or replace copyrighted material. And always get legal advice when scaling AI content.
AI is here to stay, and it’s changing how we produce, distribute, and scale video. But the best results come when we combine cutting-edge tools with genuine creativity, real people, and thoughtful strategy.
Start experimenting. Share what works. Stay ethical. And above all, create content that connects.
