Table of contents
Introduction
YouTube has published new data on the use of artificial intelligence in video creation, and the message is clear: AI is no longer a side issue for creators, companies and brands. According to a report by Social Media Today, the platform commissioned NRG to carry out a survey of nearly 700 people aged between 14 and 44 who had posted at least one video online in the last 12 months.
The most interesting aspect, for those working in marketing, is not just the adoption of AI tools. It is the way in which they are used: to be integrated into content, to create cinematic scenes, to transform visual ideas into more realistic images, and to imagine narrative worlds that would previously have been difficult or costly to produce.
For a business, however, the situation is different. If you manage a brand in the fashion, food, beverage, home, furniture or industrial sectors, AI video marketing cannot be seen as a shortcut to publishing more content. It must become a tool to be managed as part of a strategy for AI in marketing and communications, and for corporate video production.
YouTube’s latest update on the use of AI in videos
This development is not simply about a new format, but a change in behaviour. YouTube, as part of its Culture & Trends series, has observed how creators are integrating generative AI tools into their creative processes to produce content that previously required different skills, timeframes and budgets.
Among the findings of the research, 61 per cent of people who have uploaded videos in the last 12 months said they were interested in using AI to insert themselves into video content. YouTube also reports that 72 per cent of the uploaders surveyed use AI on videos or images.
Another significant point is that, amongst those who have published videos generated or edited using AI, over two-thirds have included a representation of themselves in the content. We are therefore talking about a very personal, almost identity-defining, use of the technology: the individual becomes the protagonist, a character, a digital double, and the performer in imagined scenes and contexts.
This opens up obvious creative possibilities, but also raises some sensitive issues. Whilst for a creator, experimentation may remain confined to their personal style, for a brand, reputation, tone of voice, visual identity, authorisations, public perception and consistency with everything the company communicates all come into play.
Why AI video marketing is of interest to brands
AI video marketing is of interest to businesses because video remains one of the most effective ways to explain, engage, showcase products and build trust. The difference is that today, AI can be used at various stages of production, making the creation of content for different channels more efficient.
For a fashion brand, for example, AI can help to create visual settings that are consistent with a collection. For a food or beverage company, it can support the production of content that highlights occasions for consumption, seasonality, recipes and moments of conviviality. For an industrial company, it can make it easier to visualise processes, technologies or applications that are difficult to convey through traditional filming.
Faster content production
The first thing that strikes you is the speed. This does not mean doing away with creative work, but rather reducing certain bottlenecks that often slow down campaigns, product launches, corporate content or sales force materials. With this in mind, AI can also integrate with broader business automation projects when there is a need to streamline the relationship between content, data and internal processes.
Localisation and multilingual voice-overs
Another interesting area is localisation. Many Italian companies sell abroad, take part in international trade fairs or have sales networks in several countries. AI can make it easier to adapt video content to different markets, but cultural sensitivity remains crucial here: an accurate translation is not enough if the message does not sound natural to the recipient.
Creative variations for social media and advertising
AI marketing videos also prove useful when a campaign requires creative variations for different channels and audiences. It is one thing to publish a corporate video on a website; it is quite another to adapt the same concept for social media, advertising campaigns, newsletters or sales presentations. This is why video production today must work in tandem with AI-supported advertising campaigns, without losing its identity.
Beyond automatic generators: the crux of brand quality
The point is this: generating a video does not mean creating branded content. A generator may produce interesting images, but it does not, on its own, know the company’s history, its positioning, the audience’s sensibilities, the brand’s implicit promises, or the competitive context in which that content will be viewed.
This is where creative direction comes into play. A furniture company, for example, cannot afford to use images that, whilst beautiful, are inconsistent with the materials, style, market segment or perception of the product. Similarly, a drinks brand must avoid content that looks spectacular but fails to convey the correct way to experience the product.
Brand quality is all about the choices you make. Colours, pacing, photography, copy, tone of voice, casting, settings, narrative style: every element conveys something, even when it seems secondary. That is why AI works best when guided by sound art direction and a clear editorial vision.
Over the past few years, we have seen companies increase their visibility when they have stopped treating content as individual outputs and have started to view it as part of a system. After 22 years in marketing and digital communications, this remains a core principle for us: technology moves fast, but a brand must be protected and built up over time.
Opportunities and risks for Italian companies
For Italian companies, the opportunities are very real. AI can help explain complex products more effectively, make technical content more accessible, create materials better suited to the various stages of the sales journey, and boost the brand’s presence on digital channels. This can help raise brand awareness and support marketing and sales efforts.
But the risks are just as real. An AI-generated video that hasn’t been properly vetted may appear artificial, out of place, too similar to content we’ve seen before or, in the worst-case scenario, ambiguous as to the veracity of what it shows. In B2B and high-value markets, trust is just as important as creativity.
Then there is the issue of reputation. If you use avatars, faces, synthetic voices or visual reconstructions, the public must perceive transparency and consistency. It is not just a technical matter: it is a matter of the relationship between the company and people. A mistake may seem minor, but online it can quickly become a problem of perception.
For this reason, alongside content creation, data analysis is essential. Understanding which content attracts attention, which is ignored, which strengthens the brand’s positioning and which, on the other hand, muddles the message is part of the job. AI solutions for data analysis and insights can help the company make more informed decisions, without relying solely on the novelty effect.
When you need a specialist partner
A specialist partner is needed when AI video marketing is no longer an experiment, but becomes an integral part of the company’s actual communications. This happens when content needs to represent the brand to customers, distributors, investors, job applicants, business partners or established communities.
At this point, it is not enough simply to know which tool to use. You need to integrate strategy, creativity, video production, advertising, social media, SEO, digital PR and reputation management. This is where an agency can make a difference: not because it ‘uses AI’, but because it knows how to incorporate it into a communication strategy that must remain recognisable and credible.
At Dandicom, we have been working for years with companies seeking long-term partnerships, rather than one-off projects. This enables us to understand the brand’s tone, commercial priorities, seasonal patterns, internal constraints and growth ambitions. In this context, AI becomes an additional tool for enhancing quality, speed and visibility, without losing control.
If you’re considering how to integrate artificial intelligence into your company’s video production, the key is not to start with the tool, but with the direction. We can discuss this together through an AI consultancy service for businesses, taking a practical and sustainable approach for your brand.
FAQ
There is no single AI solution that is best for all businesses. The choice depends on marketing objectives, the channels used, the data available and the level of control required over the brand.
The best AI for creating videos is one that aligns with a clear creative direction and the brand’s requirements. For a company, visual quality, consistency, reliability and reputation management are key.
For a business, creating advertising videos using AI is not just about generating images or voice-overs. A strategy is needed that links the message, the audience, the channel, the tone of voice and the communication objectives.
For a brand, the value of AI-generated videos is not measured solely by the individual piece of content, but by their contribution to visibility, reputation and commercial support. The outcome depends on the overall strategy, not on the tool itself.