AI video tools have made it much cheaper to try a creative idea before committing to a full shoot. That is a real advantage for small brands. It is also easy to overuse, so here is how we think about it.
Where it works well
- Concept testing. Try five hooks for the same product and see which earns attention before spending on production.
- Variations. Different openings, aspect ratios and offers built from one core idea.
- Scenes that are hard to film. Ingredient visuals, stylised product moments, destination scenes.
- UGC-style formats. The structure of a creator-style video (problem, routine, reaction) can be drafted and tested quickly.
Where to keep real people and real proof
- Testimonials. Never fabricate a customer or a result. If it is not a real person, do not present it as one.
- Efficacy claims. Especially in skincare and health, claims need evidence you actually have.
- Founder and team voice. Audiences notice a real face behind a brand, and it builds trust a generated presenter cannot.
Our rule: AI to explore and produce faster, real proof to convince. Anything we make as a sample is labelled as a concept until it is backed by a real project.
Not sure which of your ads should be AI-assisted and which should not? Read about AI ad creatives or start a conversation.