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I built my business on one core belief. People trust videos. Or at least, they were before. Right now I'm not that sure. Lately I've been watching more videos that look real but aren't. Deep fake. An avatar generated by AI. At first I was impressed with this technology. Now I'm worried. If the brand doesn't act immediately, then the video (one of the most trustworthy tools in marketing) could completely lose credibility, and I think this crumbling trust is faster than expected.
Related: Are you considering ownership of the franchise? Start now and find a personalized list of franchises that suit your lifestyle, interests and budget.
The story begins with why the video works. For years, video-related brands and audiences were tied together on a human level. You could see the cracks in the founder's voice while talking about their mission. You can see the franchisee's smiles as you talk about opening a new location. The CEO's passion was something I could feel as it describes his vision for the future. The video was authentic, so we built an emotional connection. You believed in what you saw.
The risk is that not only does AI videos exist, but it also prevents viewers from telling them the real thing.
The line is blurry now. With one prompt, AI models can generate testimonials or leadership messages that look authentic and sound. But the people on screen were not real, the voices were not theirs, and the moment never happened. The risk is not just the existence of AI video. That means viewers will no longer be able to tell what the real thing is. And when they can't know, they stop trusting the whole medium.
I think brands will face choices soon. Over the next few years, audiences will require that video content be clearly labeled: whether it is human or not. You'll want to know if the video was created by a person or an algorithm, just as you would expect to know if the product is organic or sustainably sourced. Brands that embrace this transparency build trust and build brands that do not erode it.
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At FranchiseFilming, we always choose to film real people. There are no scripts, avatars, or green screens. We travel to locations, capture franchisees in our environment and record their stories with caution. I have helped veterans who trusted the franchise to rebuild their lives. Parents open a company to leave behind her inheritance for their children. Immigrants who have built new lives through entrepreneurship. The power of these stories comes from their humanity. AI models cannot replicate it. Pauses, tears, laughter – these are not things that can encourage you to be there, they are acquired through real experience.
This commitment to authenticity is more important than ever.
This commitment to authenticity is more important than ever. When AI content kills our feed, brands are seduced to pursue efficiency rather than trust. I understand the appeal. AI-generated videos are fast and inexpensive. However, if you lose your audience's trust, speed or savings won't make up for it. Once lost, trust is almost impossible to recover.
As a leader, you need to set the standard. This starts with clearly labeling the content. If your video features audio or avatars generated by AI, say so. That's true if you feature real people filmed at a location. The more transparent we become, the more trust we maintain. And beyond labeling, we must encourage people to tell stories. The real story still wins, they always do. Over the next few years, this will be a competitive advantage. In a world saturated with artificial content, reliability stands out. People want to connect with others. They want to feel something authentic, they want to trust what they see.
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The question is not whether AI video will continue to grow, but rather do so. The question is whether as a brand leader, you have the courage to protect what makes your video powerful in the first place. It's true. Otherwise, you risk turning one of the most human tools of marketing into yet another source of skepticism.
I think this is a leadership moment. Brands that act now – guiding honesty, transparency, and true stories, winning in the long run. That's not what you're following shortcuts. Video is the most powerful storytelling tool we have, but only if people believe it.
I built my business on one core belief. People trust videos. Or at least, they were before. Right now I'm not that sure. Lately I've been watching more videos that look real but aren't. Deep fake. An avatar generated by AI. At first I was impressed with this technology. Now I'm worried. If the brand doesn't act immediately, then the video (one of the most trustworthy tools in marketing) could completely lose credibility, and I think this crumbling trust is faster than expected.
Related: Are you considering ownership of the franchise? Start now and find a personalized list of franchises that suit your lifestyle, interests and budget.
The story begins with why the video works. For years, video-related brands and audiences were tied together on a human level. You could see the cracks in the founder's voice while talking about their mission. You can see the franchisee's smiles as you talk about opening a new location. The CEO's passion was something I could feel as it describes his vision for the future. The video was authentic, so we built an emotional connection. You believed in what you saw.
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