AI’s expanding role in brand video production: New report sheds light on emerging trends

As businesses seek to refine their video marketing strategies, a newly released report from Wistia highlights a significant shift in the way brands approach video production. The 2025 State of Video report, based on data from over 100 million videos and webinars, underscores how artificial intelligence is reshaping the landscape of brand storytelling and content engagement.

According to Wistia’s findings, AI-powered tools are increasingly playing a pivotal role in video production. The report reveals that the number of professionals utilizing AI to assist in video creation has doubled in 2024, reflecting a rapid adoption of emerging technologies. The shift comes as companies look to streamline the production process, reduce costs, and maintain consistency in their content.

Notably, more than 40% of businesses now produce at least one video per week, with mid-sized companies doubling their video output since 2023. However, despite the increase in production, engagement rates have seen a notable decline, with overall video engagement down by 7% compared to the previous year. The decline highlights the growing competition for audience attention in an oversaturated digital space.

A key insight from the report is the role of AI in making video production more efficient. Traditionally, video creation has been time-intensive and resource-heavy, requiring extensive planning, shooting, and editing. AI tools, however, are changing that dynamic by automating aspects of video generation, including scriptwriting, voiceovers, and even animation.

Brands are increasingly leveraging AI-driven video production to enhance their content strategies. From generating personalized marketing videos to automating video summaries and captions, AI is proving to be an invaluable tool in improving production efficiency. The technology is particularly useful for businesses producing frequent short-form content, such as social media clips and promotional ads.

Despite its growing adoption, AI-generated videos still face some skepticism. One of the biggest concerns remains the “uncanny valley” effect—where AI-created content can sometimes appear unnatural or robotic, impacting viewer engagement. Additionally, while AI tools can handle many aspects of production, the human element remains crucial for crafting compelling narratives and emotionally resonant stories.

However, advancements in AI technology continue to push the boundaries of video quality. As AI-generated content becomes more sophisticated, businesses will likely find new ways to integrate AI seamlessly into their video marketing strategies. In some cases, companies may even shift to a hybrid model—where AI assists in content creation but human oversight ensures brand consistency and storytelling impact.