“Should we just make it with AI?” is now one of the first questions brands ask. Sometimes the answer is yes. Sometimes AI would save money today and cost trust tomorrow. As a team with more than ten years in production that now uses AI daily, here’s how we help clients decide.
Choose AI video when…
- You need volume: many variations of an ad, product or message for testing.
- You need many languages: AI dubbing and subtitles localise one master video quickly.
- The subject is a concept, not a person: explainers, abstract visuals, product mock-ups or scenes that are hard to film.
- Content needs frequent updates: training or product videos with an AI presenter can be updated by changing the script, not reshooting.
- The budget is limited and speed matters more than a flagship look.
Choose a real shoot when…
- Trust matters most: founders, testimonials, doctors, teachers, anyone whose credibility depends on being real.
- The product must look exactly right: fabric, food, jewellery, cosmetics and anything customers judge by texture and colour.
- It’s an event or a true story: weddings, launches, documentaries.
- It’s your hero brand film: the piece that defines your brand for years.
Usually best: combine both
Most brands get the best value from a hybrid: a focused real shoot for the hero content and key product shots, then AI for cut-downs, platform formats, language versions and variations. The real footage gives credibility; AI multiplies it.
A quick decision checklist
- Does the video need a real, recognisable person? → Shoot.
- Does the product need to look exactly like the real thing? → Shoot (then use AI for variations).
- Do you need many versions or languages? → AI.
- Is it a concept or explainer? → AI, often with real elements.
- Is it your most important brand piece this year? → Shoot, with AI in post.
Questions to ask any AI video provider
- Are the AI tools commercially licensed for client work?
- Do you have consent for any faces and voices used?
- Who reviews the output before delivery?
- Can you also shoot if AI isn’t right for part of the project?
Frequently asked questions
Is AI video good enough for advertising?
For many digital ads, yes, especially for testing variations and concepts. For ads that rely on real people or exact product appearance, combine AI with real footage.
Will customers know a video is AI-generated?
Sometimes. Be transparent and label AI content where platforms require it. Trust is worth more than a cheaper video.
Can you mix AI and real footage in one video?
Yes, and it’s often the best approach: real footage for credibility, AI for scenes, variations and localisation.
Not sure which is right for your project? We’ll recommend honestly, even if it means a smaller job.