From Code to Cut: AI’s Takeover of Video Production
AI video is moving fast—but is it ready for prime time? AI-generated video is evolving at breakneck speed—new features are rolling out almost weekly, making what seemed impossible just months ago feel routine today. It all kicked off in late 2024 with OpenAI’s release of Sora, a game-changing tool that showcased just how far AI could push realistic video generation. But if you thought that was the peak, you’d be wrong. Since then, platforms like Runway, Pika, and Kling have been competing to outdo each other with longer clips, better physics, and more precise motion control.
The pace is exhilarating, but here’s the thing: brands still haven’t quite figured out how to use AI video the right way. Case in point? Coca-Cola’s 2024 holiday ad—an ambitious attempt at an AI-driven spot that ended up feeling a little…off. Viewers called it out for its uncanny visuals and lack of emotional warmth, proving that while AI is powerful, it still needs a human touch to really resonate.
And if you were expecting the Super Bowl to be a full-on AI showcase, you might’ve noticed a surprising absence of AI-generated creative. That wasn’t an accident. The industry is still feeling out how AI video fits into mainstream advertising, and audiences haven’t fully bought in yet. There’s still a bit of a trust gap—people don’t want their favorite brands to feel too “machine-made,” especially when it comes to delivering the storytelling.
How We’re Using AI Video—Without Losing the Human Touch
Despite some growing pains, AI video is already making an impact in advertising—when used the right way. We’ve been testing out Kling, Pika, and Runway to determine which tool best fits our production needs, and along the way, we’ve discovered some clever ways to integrate AI into TV/video work for clients. The key? AI isn’t replacing production—it’s augmenting it.
Rather than generating entire commercials from scratch, we’ve been blending AI elements into traditional shoots to enhance efficiency and creativity. AI has been particularly useful in rapid pre-visualization, allowing us to create test shots quickly before filming during an actual production. It has also streamlined background and scene enhancements, reducing the time and costs associated with post-production work.
And guess what? It’s working. Some of our AI-assisted campaigns from late 2024 are performing well in-market, proving that when used smartly, AI can enhance creativity rather than replace it.
The Road Ahead: 2025 Will Be Huge for AI Video
If 2024 was the warm-up, 2025 is when things get serious. AI video tools will continue getting better, faster, and more accessible, and we predict many more brands will start experimenting with AI-enhanced content—whether audiences are ready for it or not.
But the real challenge? Using AI ethically and responsibly. As we push forward, we’re committed to making sure these tools support creativity, not strip it away. The future of AI video is exciting—but like any great story, it needs the right balance of tech and human ingenuity to truly connect.
This article is featured in Media Impact Report No. 63. View the full report here.