AI Video Generation
AI video tools generate or transform video using prompts and other inputs. Marketing use requires attention to quality, control, brand suitability and the rights associated with inputs and outputs.
AI has made it possible to create product explainers, personalized sales videos, social clips and training content in a fraction of the time traditional production takes. It has also made it easy to create content that looks generic, misrepresents people or raises rights questions. This guide explains the main types of AI video tools, how B2B marketers use them and how to choose one that fits the task.
Types of AI video tools
| Tool type | What it does | Typical marketing uses |
|---|---|---|
| Generative video (text or image to video) | Creates new video footage from prompts, images or reference clips | Concept visuals, b-roll, social content, creative ads |
| AI avatars and presenters | Generates a presenter speaking a script, using stock or custom avatars | Explainers, training, onboarding, localized messages |
| AI-assisted editing | Edits existing footage: transcription, cutting, captions, clipping, cleanup | Repurposing webinars and podcasts, social clips |
| Voice and localization | Generates voiceovers, dubs or translates video | Multilingual versions, narration |
| Personalized video | Creates variations of a video for individual recipients | Sales outreach, account-based campaigns |
Which type of AI video tool fits the intended production task?
Start with the job, not the tool. If you need new visual footage, look at generative video. If you need a person explaining something clearly and repeatedly, avatars may fit. If you already have recordings, AI-assisted editing usually delivers the most value with the least risk. If you need the same message in several languages, focus on voice and localization.
How B2B teams use AI video
Product explainers and feature updates that can be updated without a full reshoot.
Repurposed content from webinars, interviews and events into short clips.
Localized versions of core videos for different markets.
Sales videos personalized for target accounts.
Internal and customer training that needs frequent updates.
Ad creative testing with more variations than traditional production allows.
AI UGC: a distinction that matters
User-generated content (UGC) is content created by real customers or users. "AI UGC" usually refers to synthetic videos made to look like casual, creator-style or customer-style content, often using AI avatars.
AI UGC can be a legitimate creative format, but it must not be presented as a real customer's experience or testimonial. Presenting synthetic content as genuine customer endorsement can mislead viewers and may breach advertising rules and platform policies. Clear disclosure and honest framing are essential.
How to evaluate AI video tools
When reporting quality, we describe the inputs, settings and tests used, because results vary significantly with prompts and source material.
| Criterion | What to check |
|---|---|
| Output quality | Realism, motion, lip-sync and audio quality for your use case, tested with your own inputs |
| Control | Ability to direct scenes, camera, timing, style and edits |
| Consistency | Keeping characters, products, brand colors and style consistent across shots and videos |
| Brand suitability | Templates, brand kits, fonts, logos and tone controls |
| Avatars and voices | Stock options, custom avatar creation, consent processes, voice cloning safeguards |
| Languages | Supported languages and translation quality |
| Workflow | Collaboration, approvals, versioning and integration with your existing tools |
| Rights and terms | What the terms say about input rights, output usage and commercial use |
| Safety | Policies on likeness, impersonation and content moderation |
| Pricing | Credits, minutes, seats, resolution limits and watermarks |
A practical workflow with human review
Define the purpose and audience of the video.
Write the script and have a person review it for accuracy and claims.
Choose the tool type that fits the task.
Prepare inputs you have the rights to use: footage, images, logos, voices and likenesses, with consent where people are involved.
Generate and edit drafts.
Review for accuracy, brand suitability, misleading elements and disclosure needs.
Publish and measure engagement and downstream outcomes, not just views.
Rights, likeness and disclosure
- Inputs
make sure you have the right to use any footage, images, music, voices and likenesses you upload.
- Custom avatars and voice clones
obtain clear consent from the person whose likeness or voice is used.
- Outputs
read the tool's terms for commercial use and any restrictions.
- Disclosure
be transparent when content is synthetic, especially where a realistic person appears to speak.
- Platform rules
advertising and social platforms may have their own labelling requirements for AI-generated content.
Rights and disclosure rules vary by jurisdiction and platform. This is not legal advice.
Examples of products in this market
Products in the AI video market include avatar platforms such as HeyGen and Synthesia, generative video tools such as Google Veo, OpenAI Sora and Runway, and AI-assisted editing tools such as Descript. They are listed alphabetically within each group as examples. Inclusion here is not a ranking, review or endorsement.
Frequently asked questions
What is AI video generation?
AI video generation uses AI to create or transform video from inputs such as text prompts, images, scripts or existing footage.
What is the difference between generative video and AI avatars?
Generative video creates new footage from prompts or images. AI avatars generate a presenter speaking a script. They suit different tasks.
What is AI UGC?
AI UGC refers to synthetic videos styled like creator or customer content. It should never be presented as a real customer's testimonial.
Can I use AI-generated videos commercially?
It depends on the tool's terms and the rights to your inputs. Check the terms of service and make sure you have rights and consent for any people, voices or assets involved.
Is AI video good enough for B2B marketing?
For many tasks, such as explainers, repurposing and localization, it can be, with human review. Quality varies with the tool, inputs and use case.
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