What is
AI video?
AI video is video made with generative AI instead of a camera. An AI model creates moving images from a text instruction, an image or an existing piece of video.
In professional production, human direction is added: someone comes up with the story, chooses the style, corrects every shot and is responsible for the final result.
Updated: 9 November 2026
How an AI video is made
- Text to videoA written description of the shot becomes moving images.
- Image to videoA still image, such as a character or location, is brought to life.
- ReferencesImages of a character or product help keep it consistent between shots.
- Editing and soundShots are selected, edited and finished with voice, music and sound.
What brands use AI video for
Brands use AI video for commercials, brand films, social content, UGC-style ads, animated films, logo animations and promo videos. It is especially useful for ideas that would be expensive or impossible to film, and when one idea needs many versions for different channels or markets.
What it does well and what is hard
| Works well | Needs extra care | |
|---|---|---|
| Settings | Worlds that are hard to film | An exact copy of a real location |
| Characters | Original characters and styles | Keeping details identical in every shot |
| Products | Atmosphere around a product | Precise shapes, labels and text |
| Length | Short shots that are edited together | Long uninterrupted scenes |
This is why human review matters. A good result usually comes from many attempts, careful selection and editing, not from a single prompt.
AI video tool or AI video studio?
An AI video tool gives you the means to generate clips yourself. An AI video studio delivers a finished video: concept, script, direction, generation, editing and sound. A tool suits quick experiments and simple content. A studio suits campaigns where story, quality and brand fit matter.
Questions
Is AI video the same as a deepfake?
No. AI video is the broad term for video made with AI. A deepfake is AI content that resembles real people, objects, places or events and would falsely appear to be authentic. Deepfakes must be disclosed under the EU AI Act.
Can AI video look real?
Yes. Current AI video can look very realistic, which is also why clear labelling matters when viewers could mistake it for real footage.
Do I need technical knowledge to have an AI video made?
No. When you work with a studio you only need to explain your brand, your goal and your budget. You then approve a script and storyboard.
Keep reading
- What does AI video cost?What determines the price, and how to compare offers fairly.
- AI video or a film shoot?An honest comparison, including when filming is the better choice.
- How to brief an AI videoWhat to prepare so the result fits your brand the first time.
- Do you have to label AI video?What the EU AI Act means for AI video in advertising.