AI-Powered Video Creation and Personalisation
Artificial intelligence is no longer a novelty in video production – it is becoming an everyday tool. From generating scripts and voiceovers to editing at speed and scale, AI is streamlining the entire creative workflow. But it is not just about efficiency. One of the most powerful applications of AI is hyper-personalised content.
Brands are now able to create dynamic video assets that tailor messaging to different audiences based on data such as location, interests or buying behaviour. This means one core campaign can be transformed into hundreds of targeted variations – all within a fraction of the time and cost of traditional production.
Try this: Build a modular video ad campaign where AI swaps in product names, offers, or voiceovers based on user demographics. For example, a travel brand could promote different destinations using the same structure, tailored by region or travel season.
Vertical and Shoppable Video for Mobile-First Viewers
The dominance of mobile-first platforms like TikTok, Instagram Reels and YouTube Shorts has cemented vertical video as the preferred format for younger, always-scrolling audiences. But it is not just the format that is changing – the function is, too. Increasingly, short-form videos are becoming fully shoppable.
With embedded product links and instant checkout options, social commerce is being baked directly into the viewing experience. The result is a seamless journey from discovery to purchase, all within seconds.
Try this: Create a series of vertical micro-stories that showcase products in action – think outfit try-ons, recipe tutorials or gadget demos – with direct product links. Treat your content like mini experiences that entertain, inform and convert in one go.
Lo-Fi Authenticity Over High Gloss
There is a growing shift away from polished, studio-perfect content towards something more real. Audiences are increasingly drawn to brands that show personality, vulnerability and behind-the-scenes moments. Lo-fi content, whether shot on a phone or styled to feel informal, brings a level of relatability that traditional commercials often miss.
This trend is not about lowering production values, but about prioritising connection over perfection. A quick team vlog or founder voice note can feel more human – and more impactful – than a big-budget campaign.
Try this: Balance your high-end brand content with stripped-back formats. Share raw clips from the creative process, candid team moments, or even customer-created content. These authentic touches build trust and deepen engagement.
