Multimedia is undoubtedly an effective tool in modern PR strategies, but choosing how to create that content is a strategic decision that weighs trade-offs. Do you need to use artificial intelligence (AI) to cost-effectively and quickly create content assets, or collaborate with your video production team to deliver high-quality storytelling and production value?
AI allows you to create video content in just a few clicks, speeding up production and filling your content pipeline. According to Wistia's State of Video Report, 41% of professionals will use AI video production tools in 2024, up from 18% the year before.
AI video tools offer speed, scalability, and cost savings, but the output can feel generic. Creating videos that give your brand a competitive edge often requires a human-led team. A professional video production team can provide creativity by telling your story from a fresh angle in your brand's voice. Human oversight also helps ensure content accuracy and transparency to meet compliance requirements in regulated industries such as healthcare, finance, and law.
This article discusses issues to consider when using AI for corporate video production. Consider the differences in quality, storytelling, brand integrity, and compliance between AI and experienced video production teams. It also provides a framework to help you decide whether to use an AI tool or a knowledgeable expert.
Limits of AI video production for brands and companies
AI video tools find patterns in existing content and quickly summarize information. While this is a great option for speed and efficiency, it can limit your ability to create bold and distinctive branded content.
What are the potential drawbacks of using AI for video production?
- Lack of nuance: AI output tends to be simple and clear, lacking emotion, dynamic pacing, and subtlety to pique viewer curiosity.
- Formal presentation: Utilizing templates, stock footage, and previously published content, AI-generated videos can appear generic.
- Hallucination: Generative AI can contain false facts or spread misinformation, impacting brand integrity and trust.
- Compliance issues: AI cannot reliably assess whether content is compliant with regulated industries, as context and interpretation are often required.
- Limited brand understanding: Algorithms rely on data, which makes it difficult to capture the personality that helps connect your audience with your business.
These shortcomings affect the quality of the final product and the viewer's response to the video content. If you want to build a strong brand and highlight your company's uniqueness, our human production team can provide innovative ideas to make your videos stand out. Experts can also provide the accuracy and thoughtfulness needed to build stakeholder trust and meet regulatory guidelines. In these situations, content quality is more important than speed.
What Human Video Production Brings: Quality, Storytelling, and Brand Safety
Humans are great at understanding context and connecting messages to real-life experiences. As a result, human-created videos generally feel more relatable and authentic.
Here are the benefits of human-driven video production compared to AI:
- Creative video direction: Our in-house and agency production teams bring imagination and ingenuity to your projects. You can conceptualize a compelling story and pair it with original visuals. By adjusting your style, pace, and tone, you influence how your audience feels based on their own emotional understanding.
- Brand consistency: Our experienced production team understands the subtleties of branding. Tailor your content so that the video's tone, design, imagery, and language reflect your company's persona. This consistency helps build long-term brand awareness and equity.
- Cooperative control: It may be easier to collaborate with humans than to express complex ideas through prompts. Production teams can brainstorm, understand intent, and collaborate intuitively in real time. Humans can also think strategically and adapt strategies as goals change or compliance issues arise. This gives you better control over your video and a final product that achieves the desired effect.
When AI makes sense and when it doesn’t.
Although AI has its drawbacks, it can be used effectively in some situations. Consider using AI video tools for low-risk content, such as:
- quick social clip
- basic teaser
- Internal draft or proof of concept
- templated content
- Test or experiment video
Based on the shortcomings of AI, you may want to avoid using it in videos such as:
- demonstrate leadership
- Aimed at boosting conversions
- It's part of a high-stakes campaign.
- Feature complex or nuanced content
- Must meet legal, regulatory and compliance requirements
- Include company announcement
- Engage stakeholder feedback and collaboration
Which to choose: AI or professional production?
Knowing when AI can fill in the gaps and when to leverage expertise will ensure your brand produces authentic and impactful videos. This framework details important questions and criteria for deciding between an AI team and a human-led video production team.
Step 1: Consider your goals
- Who is your audience?
- How will you distribute your video and who will see it?
- What are your goals?
- How important is video to your brand?
- What are the repercussions and risks if I release low quality or non-compliant videos?
Step 2: Consider the complexity of your story
- Is it simple?
- Does it contain sensitive or complex content?
- Do you need to meet regulatory, legal, or policy standards?
- How important is originality?
- Do you need high production values to represent your brand?
- Is it part of a broader campaign?
Step 3: Evaluate timing and budget
- When do I need my video finished?
- How long can I use it?
- How flexible is your schedule and budget?
Weigh the costs and benefits to make your final decision. Using AI video tools can save you money in the short term. However, if you rely on video to strengthen your brand, increase your market presence, or support conversions, it's often worth investing in a quality production team.
How professional production support adds value
A knowledgeable production team can streamline the video creation process and make it as easy as using AI. The difference is that it provides artistry and monitoring capabilities that algorithms lack. With MultiVu, our creative services division, you'll be working with experienced producers, directors, and editors who deliver superior, high-quality video content.
MultiVu is a division of PR Newswire and boasts a full-service team that handles all stages of video creation, including concept development, project management, filming, and editing. MultiVualso will distribute promotional content to further increase brand awareness.
As a leader in media strategy, MultiVu can also provide value beyond standalone video production. Each video is designed to fit into a broader communication plan to strengthen your brand positioning and maximize results.
Leverage human expertise to increase the impact of your video content
While AI can help you create video content quickly, it's not ideal for every situation. When you want to create compliant and brand-safe content, it's hard to match the creativity and oversight of a human-led team. If content is most important to you, invest in high-quality video production by skilled and experienced professionals.
