AI video generation tools, like OpenAI Sora, Adobe Firefly, and Kuaishou Kling, are making waves in the world of content creation. They can take a simple text prompt or image and generate short video clips, without the need for expensive equipment or lengthy production cycles. Sounds like a dream come true for time-strapped businesses, right?
Well... yes and no.
Let’s break it down.
What AI Video Tools Are Doing Well
Faster Content Creation
AI can generate visuals fast. Want a background landscape? Need to animate a product photo with a smooth zoom or pan? These tools can help without a full shoot or stock video hunt.
Creative Flexibility
Play around with ideas, create multiple versions, and tweak visuals with minimal effort. Great for marketers who need options without reinventing the wheel.
Workflow-Friendly
Adobe Firefly integrates with Adobe Premiere and Adobe Stock. If you already use these, it’s super easy to incorporate AI-generated clips right into your existing content pipeline.
From Still to Motion
Got a great product photo? AI can turn it into a dynamic video clip, giving your social media content a professional edge, without filming anything.
Where AI Still Falls Short
Uncanny Faces and Movements
Human characters often look... off. Weird eye blinks, odd gestures, awkward facial expressions. AI hasn't nailed realism just yet.
Disappearing Objects
Sometimes objects in the video flicker, vanish, or shift unexpectedly. Not ideal when you're aiming for polished brand content.
Unrealistic Motion
AI doesn’t always understand real-world physics. Things may float, bounce, or move in ways that break immersion. (Just take a look at the below video, and try spotting all the nightmare fuel - like the people walking in the background.)
Limited Real Interactions
AI struggles when scenes get complex, like multiple people interacting or objects moving naturally together.
So, What Can Businesses Actually Use AI Video For?
Right now, AI video tools are best for:
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Establishing Shots – Think landscapes, cityscapes, mood-setting visuals
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Extending Existing Footage – Need a few more seconds? AI’s got you.
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Animating Static Images – Bring your product photos to life with smooth, subtle motion.
For small businesses trying to do more with less, these tools can absolutely enhance your content strategy, if used thoughtfully.
Final Take
AI video tools are advancing fast, but they’re not ready to replace human creativity or video professionals - yet.
That said, they can be a smart addition to your toolkit, especially for enhancing visual content without blowing your budget. If you're already using Adobe Creative Suite, you're likely closer to trying this out than you think.
Want help exploring AI tools for your content strategy? Let’s chat. Our team can help you decide what makes sense (and what doesn’t) for your business goals.
