AI can be part of a good business video. The useful starting point is the person watching: what do they need to understand, feel or do by the end?
A striking image can help. It still needs a message, a sequence and a reason to belong to your business.
Start with one situation
Perhaps customers keep asking the same question. Perhaps a service is difficult to explain in a photograph. Perhaps you have footage of the work but need to turn it into a clear story.
Name the audience and choose one thing the video should communicate. Then decide what happens next: visit a page, understand an offer or start a conversation. That gives the creative work something concrete to serve.
Choose how the video should be made
“An AI video” can hide several different jobs. It helps to separate them when writing a brief.
- Editing real footage: selecting and arranging material you have filmed, with text, sound and pacing. Use real footage when the point is to show your actual people, place, product or process.
- Authored motion: designing and animating typography, diagrams or interfaces. This gives the maker direct control over wording, layout and how a sequence explains an idea.
- Generative video: creating moving imagery with a generative tool. Agree which scenes are generated, what must remain accurate and what needs review. A generated still used inside an animation is a different contribution from generating the moving scene itself.
One video can combine these approaches. The brief should make those choices visible, including where a real photograph or filmed demonstration is needed.
What we have been testing
Our own videos use different combinations of generated imagery, editing and authored animation.
In Better was never the point, thermal portraits, pixel art and typography follow a short story about making things for love. The narration and sound guide the cuts; the animation gives each line a visual idea.
Our AI-assisted visuals include a surreal phone-to-screen sequence and a short scene transformation. These use generated moving imagery, with a different purpose from the authored animation in the film above.
Our 3D instrument is another approach: a model with parts we can position and animate directly. This note explains when to choose 3D.
The export needs a review too
Finishing includes giving important text enough time to read, timing movement against sound and checking transitions at the intended viewing size.
For these videos, we inspected frames from the encoded exports, corrected overlapping text and checked the final files for decoding errors. Reviewing the finished file matters because it is the version a viewer receives.
Bring a short, practical brief
To discuss a video, send:
- who it is for and the single message it should communicate;
- where it will appear, including portrait or landscape requirements;
- the footage, photographs, brand files and sound you can supply and use;
- references, plus what you like about them;
- any facts that must be shown accurately and who will approve them.
If you are unsure which approach fits, start with the message and the material you already have. We can discuss the creative direction and scope from there.