AI Video Generation and the Future of Corporate Video Production

It’s all change for our business thanks to AI, as well as everyone else of course. As a corporate video producer specialising in B2B content (everything from case studies and testimonials to recruitment videos and thought leadership pieces) we’ve seen first hand how artificial intelligence (AI) is reshaping our industry. So I thought it would be interesting to take stock of where things are and how they are changing the service we provide to clients, as well as what clients can do for themselves.

AI video tools promise big capabilities. They claim to be able to automate editing, generate avatars, draft scripts and even build entire videos in minutes. But while the talk is impressive, it raises questions. How effective are they? Where does this leave human creativity? And how can we use AI to elevate, not erase, our voice?

It’s easy to see AI video as a shortcut, a way to churn out content faster. But that’s not really the point. AI excels at time-consuming tasks: colour grading, sound design, transcription, rough cuts, and even storyboard drafting. These are all helpful. But they are downstream technical processes after the story has been told. Taste? Emotional nuance? Narrative arc? These remain firmly human domains, especially in corporate video, where your content must align with a company’s message, values and tone. Emotion and tone – heart if you will – are the areas the computer struggles the most with at the moment.

AI video generators can quickly create compelling options, but they still need a producer’s judgment. We use AI as a crew – tools like a junior editor or assistant. Skilled and fast, but ultimately lacking creative vision. We let AI take care of the heavy lifting and repetitive tasks, so we are free to focus on strategy, directing and refining the client creative.

AI is changing the definition of value. The basics of video production such as camera operation, editing and motion graphics are increasingly being automated or commoditised. The real differentiators of skill and production value now lie elsewhere.

• Creative judgment: AI video generators can offer you a thousand technically valid cuts but only you can tell which one works and why.
• Storytelling: Whether it’s a two-minute explainer or a training video, narrative structure is still king. AI can draft, but only you can shape tone, context, and subtext.
• Human direction: Managing clients and contributors, calming nerves, and getting natural performances. No machine can do that.
• Original thinking: AI tools work from patterns. We work from perspective. Your human voice, taste, and quirks can’t be replicated.
• Relationships: Clients hire people they trust. No algorithm can replace rapport, connection and understanding.

In short, from a corporate video producer’s perspective, technical skill is no longer enough. The future belongs to those who combine creativity, emotional intelligence, and adaptability.

Remember when IBM’s Big Blue became as famous and recognised as the Chess players it beat? Producers need to own their reputation. Clients should know exactly what the production company they hire stands for. Whether it’s high-quality recruitment content for Financial Services firms or AI-generated client onboarding explainers, carving out a clear niche helps clients understand and evaluate the choice they have in who they award the work to.

This is where platforms like LinkedIn, YouTube and email come in. We have a guidance and analysis job to do, for the sake of our clients and I would argue the whole industry too.  Our take on new AI video tools, experiments, mistakes even. We want to show people how we think and why we make the recommendations that we do. In an AI-powered world, that human curation and analysis is something I believe is of value.

Functional originality isn’t about inventing something the world has never seen. It’s about making something in a way no one else could. Generative AI can produce slick video clips and AI edits in seconds, but it can’t replicate your way of seeing the world.

In practice, this means using real life constraints such as client briefs, short turnarounds and tight budgets as creative drivers. Every project is different and requires subtle shifts in approach to produce the right content for the client. I’ve often said “Video is not a mars bar”. The process differs, the outcome is tailored. We lean into our client’s tone. We focus on message and meaning, AI just helps with efficiency along the way.

Documentary filmmaker Luc Forsyth summed it all up in his sector very succinctly: “The industry doesn’t care how hard you work. It cares if you’re valuable.” In an AI-enhanced world, where anyone can generate a training video or marketing campaign in a fraction of the time, hard work is no longer a differentiator.

It’s so tempting isn’t it? AI can turn a process that was hard and slow into a volume business. The trouble is, until we get to super-intelligence it’s just not of high enough quality. We’ve all heard of written “AI slop” (not here I hope). Well now you can do that in video too – great! That means the need to produce video content that’s high-quality and high-impact is greater than ever. For us that means using tools like AI to speed up the mechanical parts and putting our energy into the moments that matter, strategy, concept, client relationships and execution.

There’s a practical side to all this too.

This middle ground approach affects how productions run. A scripted video might mean less footage to sort through (if contributors perform well), but it demands more time upfront with drafting, sign-off, perhaps even rehearsals. A hybrid or unscripted video often involves longer interviews, more setup time on the day and more effort in post-production to select the clips for the final edit because you’re shaping the narrative from real material rather than dropping pre-written lines into a timeline.

But what you gain from this flexibility is far more valuable. You capture real voices, not corporate speak. You create unscripted content that delivers the message, just in a way that people actually want to watch.

In our experience, this approach works particularly well in areas like employer branding, leadership messaging, and customer storytelling – wherever authenticity, trust and relatability are key.

Embracing AI doesn’t mean abandoning the craft of video production to the press of a button. It means letting the machine take over the dull parts so we can stay focused on where we can add most value.

In recent Mahne Creative Media projects that meant:

• Letting AI handle transcripts and subtitling so we can focus on storytelling
• Feeding entire interviews into AI clipper agents so that soundbites that might otherwise be left on the cutting room floor can have a second life as social media clips
• Creating hyper short form dynamic content like video ads
• Using generative video AI to create surprising and eye-catching on-screen graphics
• Conducting brand and competitor content audits and video content analysis and ideas

Our goal isn’t to become a robot. It’s to work alongside them.

This is how we at Mahne Creative Media are using the power of AI to help in B2B corporate video production:

• Know our niche: We know that Financial & Professional  Services video content is our sweet spot where we can add the most value and understanding.
• Use AI tools as a support team: We use AI video tools help us create content more efficiently, not more generically.
• Focus on emotional intelligence: Storytelling, empathy and client rapport matter more than ever. The machines can’t touch this – yet!
• Invest in visibility: We create a video portfolio that speaks to our audience, sharing our approach and analysis, not just our output.
• Experiment and adapt: AI technologies continue to evolve. Every month there’s a new tool which we want to try. Curious and agile are our watchwords.

Will AI replace video producers?

No. AI video generators can speed up production and assist with tasks, but creativity, human judgment and personal connection are irreplaceable.

What should I focus on learning?

Prioritise storytelling, brand strategy and client-producer communication. Let AI handle things like transcription or basic video editing where possible.

What AI video features are actually useful?

Script generators, AI avatars, text-to-video tools and automated video analysis are helpful for corporate communication. But they need human input (prompts and refining) to be effective.

Can I create professional videos without technical skills now?

Yes, to an extent. Anyone can use AI to create stunning, engaging videos quickly. But to produce high-quality, professional videos that tell a story and drive results, human insight is still essential. If you’ve played with these tools, you’ll now how simultaneously amazing and frustrating they can be. They can create the most wonderful thing, but it can be a million miles away from what you were intending.

AI is already changing the way video is created, both on the production side as well as with clients. For corporate video producers, the challenge is to move with the times while keeping our human strengths front and centre. AI frees up time. But to create a truly effective final product it is necessary to use human judgment, voice and experience.

This is a new chapter in video production. It won’t sweep away everything that went before. After all, we’re still using pens aren’t we?

Christian Mahne is the founder of Mahne Creative Media, a video production company specialising in the financial services sector. With a background in journalism, a deep understanding of regulated environments and a passion for intelligent storytelling, Christian has worked with banks, fintechs, wealth managers and insurers to deliver creative content that builds trust and drives results.