Generative AI tools have rapidly moved from novelty to mainstream marketing equipment. Google unveiled Veo 3 in mid‑2025, a model that can generate cinematic‑quality video with detailed prompts, synchronized audio and realistic dialoguelivewire.marketinglivewire.marketing. The technology eliminates many of the logistical and resource barriers that once limited corporate video production.
Agencies and in‑house teams that previously needed a crew, equipment and substantial budgets can now produce professional‑looking clips via simple prompts. For example, a filmmaker demonstrated that an advert which would usually cost roughly £500 000 to produce was created in one day with about £500 of Veo creditslivewire.marketing. This shift means corporates must rethink not only budgets but also how they plan, distribute and tailor content to different audiences.
This report explores how AI‑driven content creation changes corporate marketing. It compares traditional and AI‑assisted video production costs, examines adoption statistics, and outlines new channels and content types for both consumer‑facing and business‑oriented audiences. Finally, it offers recommendations for corporations seeking to adapt.
Traditional Video Production vs. AI Video Tools
| Production model | Typical cost & logistics | AI cost & efficiencies | Implications |
|---|---|---|---|
| Traditional freelance or agency production | Hiring videographers or agencies requires filming crews, equipment and editing. Freelancers charge about $600–$1 200 per shooting day and $60–$90 per editing hour; agencies charge $5 000–$20 000 for small projects and $40 000 + for larger campaignsmagichour.ai. Professional brand videos often cost ≈ $1 000 per finished minutemagichour.ai. In‑house teams require salaries (e.g., a videographer and editor costing about $130 000–150 000 per year) plus equipmentmagichour.ai. Pre‑production planning and logistics can take weeks or monthslivewire.marketing. | AI platforms such as Runway, Kling, Synthesia and Magic Hour operate on subscription models—$10–$100 per month provides minutes of HD content, with AI avatars or text‑to‑video tools producing videos for a few dollars eachmagichour.ai. AI subscriptions cost less than one hour of professional videographymagichour.ai and reduce production from weeks to hoursmagichour.ai. Google’s Veo 3 generates high‑quality visuals and audio in minutes, letting marketers condense weeks of work into dayslivewire.marketing. | AI dramatically reduces costs and time, making video accessible to smaller teams and allowing more frequent content iterations. However, AI models have limitations; they may struggle with complex storytelling or human emotion and often restrict video length. High‑end commercials still benefit from traditional productionmagichour.ai. |
| Cost savings examples | Stellantis Financial Services cut video production costs 70 % and Sonesta Hotels 80 % by using AI‑generated training and marketing videosmagichour.ai. The Modern Canada project saved ≈ $6 000 per video while delivering content 90 % fastermagichour.ai. Klarna estimates that AI marketing tools saved about US $10 million per year, a 37 % cost reduction, by generating images and personalizing campaignsdigiday.com. Nitro Media reports that AI can lower video costs by up to 37 %, reducing pre‑production time by 53 %, set and location costs by 64 % and cutting production timelines by 38 %nitromediagroup.com. | – | Case studies demonstrate that AI reduces not only production costs but also associated expenses such as translation, set design and staff time. Savings are often reinvested in paid media or higher‑value activitiesdigiday.com. |
Key takeaway: AI tools make video creation affordable and fast, turning what used to be $10 000–$30 000 projects into sub‑$1 000 endeavours. Organisations should adopt a hybrid approach, using AI for high‑volume or informational content and reserving traditional production for flagship campaigns that require cinematic quality or human performancesmagichour.ai.
Adoption of AI in Marketing & Content Creation
Recent studies highlight rapid adoption of generative AI across marketing:
- Business investment: McKinsey reports that 92 % of businesses plan to invest in generative AI tools in the next three yearsdigitalmarketinginstitute.com. The AI marketing industry is projected to reach US $107.5 billion by 2028 (CAGR 36.6 %)superagi.com.
- Marketing tasks: According to SurveyMonkey, marketers use AI tools for optimizing content (51 %), creating content (50 %), brainstorming ideas (45 %), automating repetitive tasks (43 %) and analysing data for personalization (73 %)digitalmarketinginstitute.com.
- Quality concerns & training needs: About 31 % of marketers worry about AI accuracy and qualitydigitalmarketinginstitute.com, while 39 % avoid generative AI because they don’t know how to use it safelydigitalmarketinginstitute.com. 70 % of marketing professionals say their employer doesn’t provide AI trainingdigitalmarketinginstitute.com.
- Shifting roles: Gartner reports that 75 % of companies using AI expect to redeploy staff to more strategic activities rather than replace themdigitalmarketinginstitute.com, and 69 % of marketing professionals feel hopeful about AI’s impactdigitalmarketinginstitute.com.
- Generative AI in advertising: The Interactive Advertising Bureau (IAB) found that over 30 % of digital video ads in 2025 were built from scratch or enhanced using generative AImarketingdive.com. This share is expected to reach 39 % by 2026. Smaller and mid‑sized brands adopt generative AI faster—45 % of small brands’ video content and 42 % of midsize brands’ is expected to rely on generative AI by 2026marketingdive.com. Among AI adopters, 42 % create multiple versions of the same ad for different audiences, 38 % adjust visuals or style, and 36 % refine contextual relevancemarketingdive.com.
- B2B adoption: The CMI/Sagefrog report notes that 81 % of B2B marketers used generative AI tools in 2024 (up from 72 % the previous year), while 38 % of organizations have formal AI guidelinestypeface.ai. However, 45 % of B2B marketers lack a scalable model for content creationtypeface.ai.
- Budget shifts: A Madison Logic–Harris Poll survey shows 60 % of U.S. B2B marketers plan to increase investments in AI tools and social media advertising in 2025contentgrip.com. IBM reduced HR support staff from 800 to 60 using AI, and Klarna’s generative AI efforts freed up millions for paid mediacontentgrip.com.
These statistics indicate that AI‑driven content creation is no longer experimental; it is mainstream across both B2C and B2B marketing. Corporates need to invest not only in tools but also in training, governance and strategic models to scale AI use responsibly.
New Channels & Content Types for Emerging Audiences
Consumer‑focused audiences (Gen Z, millennials and digital natives)
- Short‑form and entertainment‑driven video – Social media platforms reward content that entertains or educates. Hootsuite’s Social Trends 2025 survey found that 60 % of social content aims to entertain, educate or inform, and for 25 % of organisations the content is 80–100 % entertainment‑drivenhootsuite.com. Brands are increasingly loosening brand guidelines and using humor or cultural references to stand outhootsuite.com. Google’s Veo 3 and other AI video tools enable rapid experimentation with creative concepts at low cost.
- Creator‑led content & social platforms – Social video platforms have become the primary hubs for discovery and entertainment. Deloitte notes that social platforms extend generative AI tools to help creators run their businesses, generate content and match with advertisersdeloitte.com. Younger generations spend more time with creators than traditional celebrities; 56 % of Gen Z and millennials watch TV shows after hearing about them from creators, and 53 % say social media recommendations influence what they watchdeloitte.com. Brands can collaborate with influencers and niche creators to reach these audiences authentically.
- Zero‑click & platform‑native content – With AI‑powered search and social algorithms serving answers directly, users often consume information without clicking through to websites. Aimtal’s study suggests that marketers need to create content that thrives within platforms; video is crucial because it evokes emotions and increases dwell timeaimtal.com. YouTube, the second‑largest search engine, has engagement that surpasses NBCUniversal and Netflixaimtal.com. For 86 % of marketers, video drives traffic to their websitesaimtal.com.
- Interactive and multimedia formats – Digital natives enjoy interactive content such as quizzes, polls and calculators. B2B marketing trends also emphasise interactive experiences, podcasts and webinarsossisto.com. Companies can leverage generative AI to customise these experiences at scale.
- Outbound engagement & commenting – Hootsuite notes that brands are increasingly engaging by commenting on creators’ posts to reach new audienceshootsuite.com. AI can assist by generating tailored responses or monitoring conversations.
- Translation & localisation – Deloitte suggests using generative AI for dubbing and translation to cross language barriers and reach global audiencesdeloitte.com. This reduces costs and speeds up localisation.
Channels & content for business‑minded audiences
- Educational video and thought leadership – B2B marketing relies on credibility and depth. Video remains powerful: LinkedIn videos receive 5× more engagement than other formatsstorykit.io. More than 86 % of marketers say video increases brand awareness, web traffic and leadsstorykit.io; 91 % of people have watched an explainer video to learn about a productstorykit.io; 87 % say video quality affects their trust in a brandstorykit.io. B2B videos often include product demos, client testimonials and educational content, with live streaming and short‑form videos on LinkedIn and YouTube used to convey complex ideasossisto.com.
- Long‑form and authoritative content – B2B buyers often need detailed information for decision‑making. Surveys show that B2B marketers use diverse formats: 92 % produce short articles or posts, 69 % produce long articles, 75 % produce case studies, 76 % produce videos, 57 % use visual content and 51 % create e‑books or white paperstypeface.ai. Long‑form content and research reports build authority and answer complex questionsaimtal.com. AI can assist by drafting first versions of these materials for human refinement.
- Webinars and virtual events – 89 % of B2B marketers find webinars effective for brand awareness and lead generationtypeface.ai. Generative AI can help develop scripts, slides and follow‑up materials quickly.
- Interactive content and podcasts – B2B marketing trends emphasise podcasts for on‑the‑go learning, infographics for quick insights and interactive webinarsossisto.com. These formats cater to busy professionals seeking concise information.
- Distribution channels – Storykit recommends distributing B2B videos through LinkedIn, Facebook and Twitter (with targeted ads and organic posts), video hosting sites like YouTube and Vimeo, email newsletters and company websitesstorykit.io. Embedding video in emails can boost open rates by 20 % and triple click‑through ratesstorykit.io. Embedding videos on websites improves engagement and SEOstorykit.io.
- Account‑based marketing & personalization – B2B strategies increasingly focus on personalising content for specific accounts or decision‑makers. AI‑powered predictive analytics and personalization tools help marketers tailor messages, segment audiences and score leadsossisto.com. ABM combined with AI can increase conversion rates and deepen relationshipsossisto.com.
- Sustainability messaging & ethical practices – Corporate clients increasingly prioritise sustainability and ethical values. B2B content that highlights environmental or social responsibility resonates with decision‑makersossisto.com. AI should be used ethically: marketers must disclose AI involvement, ensure data privacy and mitigate algorithmic biasprofessional.dce.harvard.eduprofessional.dce.harvard.edu.
How Corporates Should Adapt
- Adopt a hybrid production strategy. Use AI for high‑volume, low‑risk content—e.g., explainer videos, internal training, localized variations—and reserve traditional filming for flagship commercials or narratives requiring human emotionmagichour.ai. Evaluate each project’s goals and allocate budgets accordinglymagichour.ai.
- Invest in AI training and governance. Many marketers lack proper trainingdigitalmarketinginstitute.com. Corporates should establish guidelines on prompt engineering, quality control and brand safety, and provide teams with continuous education. A governance framework ensures responsible use, transparency and compliance with data regulationsprofessional.dce.harvard.eduprofessional.dce.harvard.edu.
- Build cross‑functional AI literacy. Encourage collaboration between marketers, data scientists and legal teams. Experiment with AI tools for scripting, translation, voice‑overs and analytics to understand capabilities and limitationsprofessional.dce.harvard.edu.
- Create platform‑specific content strategies. For consumer audiences, embrace short‑form, entertainment‑driven videos, influencer collaborations and interactive experiences; maintain authenticity and engage directly through commentshootsuite.com. For business audiences, focus on educational videos, webinars, long‑form content and thought leadership. Use LinkedIn for professional outreach and YouTube/Vimeo for hosting; integrate video into newsletters and websitesstorykit.io.
- Leverage personalization and segmentation. Use AI to produce multiple versions of content targeting different segments or stages of the buyer journey; 42 % of AI‑adopting ad buyers already do thismarketingdive.com. In B2B contexts, combine account‑based marketing with AI to tailor messages to key accountsossisto.com. In consumer contexts, use generative AI and social listening to tailor content to moods and trendshootsuite.com.
- Measure beyond impressions. AI enables deeper analytics; corporates should track engagement, conversion, and ROI rather than vanity metrics. Programmatic connected TV (CTV) and social video allow more targeted, measurable advertisingmarketingdive.com. ContentGrip recommends auditing the martech stack, piloting new AI features and using AI for A/B testing creativescontentgrip.com.
- Ensure ethical and sustainable AI use. Disclose AI involvement and provide human oversightprofessional.dce.harvard.edu. Address data privacy and algorithmic bias issuesprofessional.dce.harvard.edu. Adopt sustainable practices and highlight them in content to appeal to modern stakeholdersossisto.com.
Conclusion
Generative AI tools like Google Veo 3 are reshaping corporate content creation. High‑quality video that once cost $10 000–$30 000 can now be produced for a fraction of the price and in a fraction of the timemagichour.ai. Cost‑savings examples (70 %+ reductions) and widespread adoption across both B2C and B2B marketing demonstrate that AI is no longer optional. However, to unlock AI’s potential, corporates must adopt a hybrid strategy that pairs AI efficiency with human creativity, invest in training and governance, and tailor content to diverse audiences through platform‑specific approaches. By embracing personalization, ethical practices and sophisticated measurement, companies can leverage AI to reach new audiences, engage business decision‑makers and produce more content without sacrificing authenticity or quality.
Recomendation and Actions to Take
Enterprises can no longer treat AI‑generated video as a novelty—it needs to be woven into strategy. Key recommendations include:
- Adopt a hybrid production model: Use generative video tools for high‑volume, lower‑risk content such as how‑to clips, training modules and localized versions, and keep traditional crews for flagship campaigns that demand complex storytelling or human emotion. Case studies show that companies like Stellantis Financial Services and Sonesta Hotels cut 70–80 % of video production costs with AI, yet experts still advise reserving high‑budget work for cases where nuance and cinematic quality are essential.
- Invest in training, governance and cross‑functional expertise: Many marketers avoid generative AI because they lack training and guidelines; surveys reveal that 39 % of professionals don’t know how to use it safely and 70 % receive no AI instruction from their employer. Enterprises should create governance frameworks, provide prompt‑engineering workshops, and involve legal, data‑security and creative teams to ensure responsible use and maintain brand quality.
- Develop platform‑specific strategies: Short, entertaining social videos and creator‑collaborations resonate with digital‑native consumers; 60 % of social content is designed to entertain or educate and many brands now produce 80–100 % of their social output as entertainment. In contrast, business audiences value educational webinars, product demos and long‑form articles; B2B marketers report that video and case studies drive awareness and leads. Enterprises should tailor content format and tone to each platform—e.g., interactive explainers on Instagram and TikTok, thought‑leadership videos and webinars on LinkedIn and YouTube.
- Leverage personalization and segmentation: Generative tools allow rapid creation of multiple versions of a single ad or video to suit different segments. Among AI‑adopting advertisers, 42 % already generate multiple versions, 38 % adjust visuals or style, and 36 % tailor content to the context or placement. B2B marketers can integrate this capability with account‑based marketing, using AI‑driven analytics to deliver bespoke messages to priority accounts.
- Measure outcomes beyond vanity metrics: AI enables more precise targeting and testing. Industry reports recommend auditing your marketing‑tech stack, using AI‑based A/B testing and experimenting with dynamic creative to optimize for engagement, conversion and ROI rather than mere impressions. Programmatic video buying and connected‑TV campaigns further improve measurement and reduce wasted spend.
- Ensure ethical and sustainable use: Transparency about AI‑generated content, respect for privacy and mitigation of bias are essential. Researchers urge marketers to disclose AI involvement and to combine machine outputs with human judgment to avoid harmful stereotypes or factual inaccuracies. Sustainability messaging is also gaining importance in B2B; integrating environmental and social themes into content resonates with modern business decision‑makers.
By following these steps—blending AI efficiencies with human creativity, up‑skilling teams, tailoring messages to each channel, personalizing at scale, measuring what matters and prioritizing ethics—enterprises can harness AI video tools to reach both new digital audiences and business‑minded clients effectively.
