Disruptive AI Video Trends that are Transforming Marketing in 2024

AI-generated video content material is popping the advertising and marketing world on its head. However what tendencies ought to entrepreneurs be specializing in to remain forward of the competitors?

Should you’ve been following the newest buzz in AI advertising and marketing tendencies — and try to be — you already know that AI video instruments are on the forefront of this transformation.

Whether or not it’s skilled advert avatars or hyper-personalized video scripts, these applied sciences are irreversibly altering how we create content material and interact with our audiences. However with such speedy innovation, what’s really definitely worth the hype?

Kieran and I experimented with a few of these new developments in a current episode of Marketing Against the Grain, together with a viral AI video on Twitter and an AI-generated advert created in lower than quarter-hour.

Among the many many AI video choices out there, these 4 tendencies have been notably notable — and are price paying shut consideration to.

1. Avatar actors and likeness licensing are the brand new norm.

As a substitute of hiring an actor to learn a script or act in an advert, companies can now license an actor’s likeness, use it to coach an AI mannequin, after which use that mannequin to create adverts and avatars. This permits entrepreneurs to rapidly generate a wide range of content material, testing, and refining totally different approaches and messages with out the logistical constraints of conventional video shoots.

For instance, this viral video ad includes a lady casually speaking a couple of product whereas seated inside her automobile. What’s so vital about it, nonetheless, is that whereas she’s a real actress hired off of Fiverr, the video itself is generated by AI video, utilizing instruments like Arcads.

“This produces video content material that’s human-skilled however AI-agent delivered,” Kieran explains. “That’s fairly an unbelievable idea to suppose by means of.”

2. Low-quality however genuine content material is driving engagement.

Polished, high-budget video adverts are rapidly changing into a factor of the previous — or at the least, much less favored by audiences. As a substitute, low-production, personable movies are taking the lead, outperforming conventional adverts on platforms like TikTok and Instagram Reels.

Take, for instance, the viral video I discussed above: it’s not polished or high-budget. As a substitute, it’s set in a poorly-lit automobile, with an unflattering angle. But individuals are extra prone to interact with it. Why?

“As a result of it feels genuine, relatable, and personable,” Kieran explains. “It’s how an actual individual would discuss a product.”

For entrepreneurs, this shift means experimenting with AI instruments like HeyGen and InfinityAI, which rapidly create movies that drive engagement, regardless of — and even due to — their imperfections.

3. Video personalization and customization are must-haves.

Hyper-personalized movies that cater to prospects’ accessibility wants, languages, and preferences are important for profitable advertising and marketing campaigns.

Through the episode, we highlighted how AI instruments can use buyer information out of your CRM platform — like name logs, help tickets, and emails — to craft customized video scripts. This permits advertising and marketing groups to ship tailor-made content material that feels uniquely focused and related to every particular person viewer.

We additionally experimented with HeyGen’s groundbreaking Avatar in Motion, which creates custom-made avatars based mostly by yourself likeness. Transfer your fingers, make gestures, or use distinctive tones of voice, and HeyGen will flawlessly observe, translate, and lip-sync your video with any customizable enter textual content.

4. Accelerated iteration is driving innovation.

AI instruments considerably velocity up the iteration cycle for artistic video content material and restrict prolonged and costly manufacturing cycles. For instance, throughout the episode, I confirmed Kieran how I designed and launched a video advert in lower than quarter-hour.

To remain forward, entrepreneurs have to rapidly and always innovate, as the benefit of copying and templatizing artistic work will result in a speedy commoditization of content material.

Commonplace approaches to AI-powered video content material might outperform present strategies within the brief time period as a result of they’re new and totally different. However effectiveness is prone to peak throughout the first six to 12 months. Then, it’ll taper off as audiences get used to it and turn out to be conscious of its widespread use.

“Your best-performing content material will now be ‘best-performing’ for a a lot shorter time period,” says Kieran. In different phrases: your iteration of ‘artistic’ as a marketer should enhance exponentially. Differentiation will rely closely on the distinctive 10-20% of artistic enter, placing elevated strain on entrepreneurs to repeatedly produce new and distinctive concepts.

Three Ideas for Integrating AI into Your Video Advertising and marketing Technique

Learn to incorporate AI into your video workflow by downloading our AI Guide for Marketers and following the guidelines under.

1. Experiment. Experiment. Experiment.

Check totally different AI video tools to know their advantages and limitations, serving to you discover the most effective match to your marketing campaign wants and objectives. This retains your group forward of the competitors, figuring out new alternatives to seize the eye of your prospects.

2. Improve the Instruments You Already Use

Unsure the place to start out? Attempt utilizing AI video options that exist already in your present advertising and marketing tech stack. For instance, platforms like Fb, Instagram, and Mailchimp supply AI-powered capabilities that enhance your advertising and marketing effectiveness by automating manufacturing processes and providing extra detailed efficiency insights for iteration.

3. Monitor Authorized and Moral Concerns

As AI video manufacturing turns into extra prevalent, legal considerations round likeness licensing and content material use will turn out to be more and more essential. Spend money on the correct coaching and assets now to make sure you are utilizing AI successfully and ethically sooner or later.

To look at our total AI video dialogue, try the total episode of Advertising and marketing In opposition to the Grain under:

This weblog sequence is in partnership with Advertising and marketing In opposition to the Grain, the video podcast. It digs deeper into concepts shared by advertising and marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Advertising and marketing at HubSpot) as they unpack progress methods and be taught from standout founders and friends.