Meanwhile, AI video production is increasingly being used by both small businesses and big brands to churn out marketing content in record time. From animated explainers to talking-head avatars, AI-generated video is reshaping how we think about content creation, says Alex Colthart
How AI video is being used today
AI tools like Synthesia, Pictory, Runway, and Lumen5, are empowering brands to generate video content from text in minutes. Upload a script, choose an AI presenter or animation style, and voilà—your message is packaged and published without ever picking up a camera.
Small businesses are using AI for:
- Social media videos with auto-generated voiceovers
- Training or onboarding videos without hiring talent
- Budget-friendly explainer videos for websites
Big brands are tapping into AI to:
- Localise content across languages using AI dubbing
- Produce internal comms or HR videos efficiently
- Run high-volume A/B tested ad campaigns
The benefits of AI video production
Firstly, AI video production promises a fast turnaround with no need for booking shoots, editing teams, or revisions. You can literally create dozens of videos in a day.
Unsurprisingly, therefore, it’s a cost-effective and ideal means for startups or franchises with limited marketing budgets.
Also important is scalability. Need content in multiple languages or styles? AI tools can auto-translate, lip-sync, and adjust output formats.
Finally, it’s simple to use. Many platforms are drag-and-drop or text-to-video, making video accessible to non-creatives.
The downsides of AI production
A familiar argument is that it lacks authenticity. After all, audiences are savvy and AI videos often feel scripted, robotic, and emotionally flat.
Then there’s the issue of limited customisation. An obvious one perhaps, but you literally get what the software offers. Want a shot in your store? A drone flyover? A client testimonial? You’ll still need real production!
Another potential issue is brand dilution. Over-reliance on templated, generic-looking content can make your brand feel cold or indistinct—especially in industries that thrive on personality and trust, like franchising.
And finally, people crave real faces, real stories, and human moments. That’s where traditional video shines—and where AI still falls short.
Where AI ends and storytelling begins
At Forty Four Franchise Films, we don’t believe AI is the enemy. In fact, it’s a useful tool when used strategically—especially for supplementing large campaigns with quick-turn content or testing messaging. But nothing replaces real footage of your business in action, your franchise owners speaking from experience, or the vibe of a bustling local storefront.
Many modern content plans blend the best of both worlds by:
- Using AI for voiceover for videos, quick updates, or low-priority internal content
- Investing in real, cinematic, story-driven video production for customer-facing campaigns, YouTube ads, and your brand website
That’s because when it comes to building trust, showing culture, and making an impact—your audience still responds to you.
