Everyone’s Wrong About AI Video Production

Everyone’s wrong about AI video production. Can AI enhance elements of your video? Sure. Does it completely replace your production team? Definitely not. If you're a B2B marketer waiting for AI to provide a magical shortcut to high-end production, don’t hold your breath.

Now lets address the elephant in the room: I've been a B2B video agency owner for over 12 years. You’d probably expect me to be down on AI, assuming it could affect business. And the truth is, it has affected my business, and I love it. As an entrepreneur, it’s made my agency 10x more efficient than we were five years ago, and that’s efficiency we pass directly on to our clients.

But there's a massive difference between using AI as a video process tool versus using it as a video shortcut. And getting that wrong will fundamentally change your results.

Right now, AI is incredible at the invisible work. We use Eleven Labs to fix interview hiccups, Adobe’s AI to clean audio, adjust the timing on soundtracks, or expand backgrounds, and even other AI tools to fix things like eye contact and colour matching frames across different cameras. It’s making the technical execution so much easier, and it’s expanding the creative possibilities on projects with limited budgets.

But In B2B, when you use AI as a shortcut to create the entire video, it breaks.

First, it creates a massive bottleneck in your feedback loop. Because generative AI is so unpredictable, teams often spend hours tweaking prompts and filtering through dozens of generations just to identify one usable clip. If a stakeholder has one small note, you now have to go back to the prompt, roll the dice again, and hope the AI produces something similar but better. Multiply that over an entire project, and you don’t have a workflow; you have a mess on your hands.

Brand risk is another huge factor. The public perception of AI is rocky at best. If you need any evidence of this, read the comments in Coke's AI holiday ad on YouTube. According to Coke, that project involved 100+ people, 70,000 AI generations, and costed the company millions - a price comparable to traditional non-AI commercials they've produced in the past. All of that to get a negative (sometimes angry) reaction from the public in the end. In B2B, that’s a level of exposure you may not want to put your brand through.

And lastly, the technology just isn't there yet; generative AI is great at landscapes, but it still struggles with believable human visuals and movement. And that can make your brand feel distant, not relatable.

We might look back on this video five years from now and laugh. Nobody knows where AI is going to take us. But in 2026, this is the reality: AI is a great tool for enhancement, but you still need someone behind the wheel who can drive your video. Someone who understands why you're building the story and how to construct it. What this means for your budget isn't that video necessarily gets cheaper; it's that your budget goes further. AI allows us to provide a much greater number of assets for the same price, while maintaining the quality standards we have for all client projects. And I'd say thats a pretty cool thing.

AI is a tool, but it can’t fix a broken video engine. If you want to see where your strategy is actually strong and where bottlenecks are holding you back, take our 3-minute B2B Video Benchmark Assessment. Its a tool you can use to see exactly how you stack up against peers or competitors in your industry and get a clear roadmap for a successful video marketing strategy going forward. The link is in the post above or the description below.