Francesca Roche sits down Brendan Cournoyer, SundaySky Vice President of MarketingFind out why many enterprise AI video initiatives fail to deliver meaningful customer experience results, and what organizations are missing in their rush to scale.
There is no doubt that AI has lowered the hurdles for video production. For the first time, businesses can generate professional content quickly, cheaply, and at scale. But Cournoyer said the ease of production revealed a deeper issue of relevance. Businesses may be producing more videos than ever before, but many are failing to connect with customers in a way that drives engagement, retention, or measurable value.
The problem, he says, is not the quality of the video itself. That’s what the video is about and who it’s really for. Generic messaging, even if visually sophisticated, rarely reflects where your customers are in their journey, what products they use, or what challenges they are trying to solve. Without that context, AI videos risk becoming just ignored content.
Cournoyer points to personalization as a key change that is reshaping enterprise video strategies. Rather than creating thousands of different assets, organizations can develop a single high-quality video and dynamically personalize it using customer data. When this works well, each viewer goes beyond surface-level tactics like name insertion and receives information that feels specific, timely, and genuinely helpful.
Some of the most attractive use cases emerge early in the customer lifecycle. Onboarding, especially in complex or regulated industries like financial services and insurance, often relies on thick documentation that customers often overlook. Personalized videos offer a more engaging alternative, helping new customers understand your scope, milestones, or next steps without getting overwhelmed.
Cournoyer points out that the impact goes far beyond onboarding. From product education and feature introductions to renewals and even milestone moments, personalized videos can enhance value at multiple touchpoints.
Looking ahead, Cournoyer argues that AI-driven video creation itself will soon become a key element. Once all organizations have access to the same tools, differentiation will depend on how those tools are applied strategically. Successful companies will build personalized video into the customer journey, with purpose, measurement, and relevance at the core, rather than treating AI video as a standalone content experiment.
