When to Choose a Video Production Team Over AI Tools

 



Multimedia is an undeniably effective tool in a modern PR strategy, but choosing how to create that content is a strategic decision with tradeoffs to consider. Should you use artificial intelligence (AI) to cost-effectively and quickly produce content assets or work with a video production team to deliver high-quality storytelling and production value?

AI can help you create video content in a few clicks, speeding up production and filling content pipelines. According to Wistia's State of Video Report, 41% of professionals used AI video production tools in 2024, up from 18% the previous year.

AI video tools offer speed, scalability and cost savings, but the output can feel generic. It often takes human-led teams to craft videos that give your brand a competitive edge. Professional video production teams can provide creativity by telling stories from fresh angles in your brand voice. Human oversight can also ensure content accuracy and transparency, meeting compliance requirements in regulated industries such as healthcare, finance and law.

This article highlights issues to consider when using AI for corporate video production. We'll consider differences in quality, storytelling, brand integrity and compliance between AI and experienced video production teams. We'll also provide a framework to help you decide whether to use AI tools or knowledgeable professionals. 

The Limits of AI Video Production for Brand and Corporate Use

AI video tools find patterns in preexisting content and quickly summarize information. This makes them a great option for speed and efficiency but can limit their ability to create bold, distinctive brand content. 

What are the potential drawbacks of using AI in video production?

  • Lack of nuance: AI output tends to be simple and clear-cut, lacking the emotion, dynamic pacing and subtleties that can fuel audience curiosity. 
  • Formulaic presentation: Drawing on templates, stock footage and previously published content, AI-generated videos can appear generic. 
  • Hallucinations: Generative AI can include incorrect facts and spread misinformation, impacting brand integrity and trust. 
  • Compliance issues: AI can't reliably assess if content is compliant in regulated industries, as this often requires context and interpretation.
  • Limited brand understanding: Algorithms rely on data and have difficulty capturing the personality that helps audiences connect with a business.

These shortcomings impact the quality of your final product and how audiences respond to your video content. If you want to build a strong brand and highlight your company's uniqueness, a human production team can provide innovative ideas that help your video stand out. Professionals can also provide the precision and thoughtfulness needed to build stakeholder trust and satisfy regulatory guidelines. In these situations, content quality matters more than speed.

What Human Video Production Brings to the Table: Quality, Storytelling and Brand Safety

Humans excel at understanding context and tying messaging to real experiences. That's why videos made by humans generally feel relatable and authentic.  

Here are the advantages of human-led video production compared to AI:

  • Creative video direction: In-house and agency production teams inject imagination and ingenuity into a project. They can conceptualize compelling stories and pair them with original visuals. By adjusting style, pacing and tone, they influence how audiences feel based on their own emotional understanding.
  • Brand consistency: An experienced production team understands the subtleties of your brand. They tailor content so the video's tone, design, imagery and language reflect your company's persona. This consistency helps build long-term brand recognition and equity. 
  • Collaborative control: It might be easier to work with humans than to express complex ideas through prompts. Production teams can brainstorm in real time, understand intent and collaborate intuitively. Humans can also think strategically and adapt their strategy if goals shift or compliance issues arise. This results in greater control of your video and a final product that achieves the desired impact.

When AI Makes Sense and When It Doesn't

Although AI has its drawbacks, you can use it efficiently in some situations. Consider using AI video tools for low-stakes content, such as:

  • Quick social clips
  • Basic teasers
  • Internal drafts or proof-of-concepts
  • Templated content
  • Test or experimental videos

Based on its shortcomings, you may want to avoid AI for videos that: 

  • Represent your leadership
  • Are intended to drive conversions
  • Are part of high-stakes campaigns
  • Feature complex or nuanced content
  • Must satisfy legal, regulatory and compliance requirements
  • Include corporate announcements
  • Involve stakeholder feedback or collaboration 

How to Choose Between AI and Professional Production?

By knowing when AI can fill the gaps and when to use professional expertise, you can ensure your brand produces authentic, impactful videos. This framework details key questions and criteria for deciding between AI and human-led video production teams.

Step 1: Consider Your Objectives 

  • Who's your audience?
  • How are you distributing the video, and who will see it?
  • What are your goals?
  • How important is the video to your brand? 
  • What's the impact or risk if you release a low-quality or non-compliant video?

Step 2: Consider the Complexity of Your Story 

  • Is the story straightforward?
  • Does it involve sensitive or complex content?
  • Do you have to meet regulatory, legal or policy standards?
  • How important is originality?
  • Do you need high production values to represent your brand?
  • Is it part of a wider campaign?

Step 3: Evaluate Timing and Budget

  • When do you need to complete the video?
  • How much can you spend?
  • How flexible are your timelines and budget?

To make your final decision, weigh the costs and benefits. AI video tools can save you money in the short term. However, if you're relying on the video to bolster your brand, improve market presence or support conversions, it's often worth investing in a quality production team.

How Professional Production Support Adds Value

Knowledgeable production teams can streamline the video creation process, making it feel as effortless as using AI. The difference is that they provide the artistry and oversight that algorithms lack. When you use our creative services arm, MultiVu, you work with experienced producers, directors and editors who deliver exceptional, quality video content.

MultiVu is a division of PR Newswire, boasting a full-service team that handles every step of video creation: concept development, project management, shooting and editing. MultiVualso distributes promotional content to help you gain broader brand exposure.

A leader in media strategy, MultiVu can also provide value beyond standalone video production. Each video is designed to fit within your broader communication plans, reinforcing brand positioning and maximizing results.

Boost the Impact of Your Video Content With Human Expertise

AI can help you create video content quickly, but it isn't the best fit for every situation. When you want compliant, brand-safe content creation, it's hard to match the creativity and oversight of human-guided teams. When your content matters most, invest in quality video production from skilled, experienced professionals.