Making powerful videos in the AI age As artificial intelligence (AI) adoption accelerates, a new survey from video platform Animoto finds marketers risk alienating audiences when AI-generated content outpaces what viewers actually want— authentic storytelling
Overall, nearly 83% of consumers in the 2026 State of Video Report say they’ve watched a video they suspected was AI-generated, with the biggest giveaways cited as robotic gestures (67%), unnatural voices (55%), and lack of emotional tone (51%).
However, people aren’t rejecting AI outright: Over a third trust AI-generated content just as much as human-made videos— but brands should tread carefully, as 36% of consumers say an AI-generated video would lower their perception of the brand.
Importance of Video
Beth Forester, CEO of Animoto, stated, "Video has become the heartbeat of modern marketing, helping people learn, shop, and connect with brands." “With the rise of AI, marketers can supercharge how they create and scale video, but they also risk eroding the authenticity that builds trust.”
Over 450 U.S. consumers and marketers from businesses that had produced at least one video in the previous three months were surveyed by Animoto. Over 150 Animoto users provided qualitative follow-up insights. Video Influences Buying Decisions 83% of consumers who participated in the survey claim to have made a purchase as a result of watching a brand video, while 82% of respondents claim that video is the most memorable form of content and 86% prefer to learn about a brand through video. Personal and authentic were the most important quality selected at 43%. 68% of consumers have mentioned that real people in videos can support this desire for authenticity. The length of the video is also important—5 percent want videos two minutes or longer, down from 61% who prefer videos under one minute. Where AI is Changing Things According to 63% of respondents, one of the most common applications of AI for marketers is the generation of video concept ideas. Other uses cited included saving time editing (55%), finding relevant content (54%), overcoming creative blocks (54%), and writing scripts (55%).
The use of AI is seen as another avenue to assist, not replace, human creativity— 84% of marketers are already using AI in their video creation process, with over 75% using it frequently. In addition, nearly all emphasize the significance of maintaining creative control and brand integrity: 95% of respondents insist that their own branding must be reflected, 91% assert that their brand personality must shine through, and 90% state that it is essential to be able to edit AI-generated content. Seventy-five percent of marketers plan to hire dedicated internal video creators or build a team, and sixty percent report that in-house videos outperform agency-produced content. The report found that nine out of ten responding marketers say video is important to their overall strategy and plan to create more this year. According to Forester, "the findings point to a clear roadmap for brands in 2026: invest in video and embrace AI, but keep your people in the proverbial directors' chair." Together, the findings point to this roadmap.