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In Depth
AI is revolutionising video production, unlocking creativity, slashing costs and democratising high-quality content creation, while setting the stage for a future where human imagination and machine precision work hand in hand
AI is on the verge of redefining how we create and consume video, much like it revolutionised online text. The technology that changed written content is now poised to reshape the video landscape, making high-quality production faster, cheaper and more accessible than ever.
In November 2022, OpenAI’s ChatGPT triggered a wave of AI adoption. The chatbot hit one million users in just five days, outpacing the growth of apps like Instagram and Spotify.
Now, video is on the brink of similar disruption. AI’s impact on video boils down to three key areas: creativity, cost and convenience. Tools like Veo 3 and Midjourney V1 enable creators to produce cinematic-quality videos at a fraction of the traditional cost, dramatically speeding up timelines.
“We can go from idea to video in hours, unlocking surreal, style-heavy visuals that were once out of reach for most brands,” says Hemal Majithia, chief executive of OktoBuzz, a digital communication agency that focuses on creating impactful digital campaigns to help brands grow.
“As these tools mature, we’ll see a steep decline in the cost and complexity of creating high-quality video,” notes Karan Ahuja, chief executive of Aivanta, an AI-powered video platform designed to enhance customer engagement and drive conversions.
Video is no longer just a format; it’s the backbone of the digital world. As consumer demand soars and production technologies evolve, AI is emerging as a game-changer that could revolutionise how video is created, consumed and monetised.
By 2025, video content is expected to account for 82% of all global internet traffic, according to a 2024 report by Firework. This surge underscores the central role video plays in shaping online engagement across platforms.
In India, the trend is equally pronounced. DataReportal estimates that Indians spend an average of six hours and 49 minutes daily on screens, with video accounting for approximately three to four hours of that time. This reflects a deep and growing appetite for video-driven experiences in the digital economy.
As video cements its dominance in the digital world, AI tools are racing to transform how that content is produced. The emergence of advanced AI video models promises to do for video what large language models (LLMs) did for text by disrupting traditional creation processes and democratising production.
At Google’s annual developer conference, 2025, Google unveiled Veo 3, its most advanced text-to-video and audio generation model yet. Veo 3 stands out for producing not just hyper-realistic visuals but also synchronised sound effects, background noises and dialogue within eight-second video outputs, a leap forward in multi-modal content generation.
While Google’s Veo 3 grabs headlines, it follows in the footsteps of earlier models like Runway and OpenAI’s Sora. They are advanced AI models that generate or transform videos using text prompts and other inputs, enabling creators to produce realistic, high-quality video content.
What sets Veo 3 apart is its superior video quality and lifelike, multi-sensory output that outperforms its predecessors.
Similarly, in June 2025, AI image-generation pioneer Midjourney entered the video race with V1, its image-to-video model. V1 allows users to upload an image or choose one generated via Midjourney’s other tools and transforms it into four five-second video clips. These clips can be extended incrementally, creating videos up to 21 seconds long.
Although these AI video models are still in their early stages, their rapid development mirrors the evolution seen in AI-generated text. Experts caution that dismissing their potential would be short-sighted, the next wave of disruption is already taking shape in video.
As AI-powered video models become more advanced, they are rapidly reshaping how video content is imagined, created and delivered. Building on the rise of AI-generated text, video creation is now seeing similar disruption, one that is redefining creativity, slashing production costs and making high-quality video accessible to more creators than ever before.
Creativity, cost and convenience: these are the three pillars AI is reshaping at breakneck speed. Industry leaders agree that AI is unlocking new possibilities that were once the domain of big-budget studios. As Hemal Majithia, chief executive of OktoBuzz, puts it: “We can go from idea to video in hours, unlocking surreal, style-heavy visuals that were once out of reach for most brands. It’s not just a production hack; it’s a creative unlock.”
AI enables creators to bring ambitious concepts to life without being limited by their technical or financial resources. A case in point is filmmaker PJ Accetturo, who used Google’s Veo 3 to produce a $2,000 ad that went viral with 18mn views in just 48 hours, as highlighted by Dhaanessh Gunasegaran, head of AI at BeerBiceps group, a popular Indian digital media and content creation company.
Beyond creativity, cost reduction is another game changer. Karan Ahuja, co-founder and chief executive of Aivanta, notes: “As these tools mature, we’ll see a steep decline in the cost and complexity of creating high-quality video. This will lead to a surge in experimentation, particularly in marketing and branding, where organisations can afford to test bold, creative ideas without traditional constraints.” AI-generated scenes that once demanded expensive gear and manpower can now be produced with smart prompting.
Finally, AI is ushering in a new era of convenience. Rishi Bhattacharjee, co-founder of The TopScout & Crushed Studios, a digital marketing agency calls this wave of AI-driven video creation a form of “creative democratisation.” He explains: “Traditionally, a 30-second high-quality commercial took weeks of pre-production, shoots, post and manpower. But now we’re talking about storyboard-to-video pipelines that compress production timelines from weeks to hours.”
As these AI tools evolve, the barriers to high-end video production are crumbling allowing even small enterprises and individual creators to compete in an increasingly visual-first digital world.
BY Shashank Bhatt
As AI reshapes video creation from generating hyper-realistic visuals to slashing production costs, the impact on video editing is profound. The question that arises is how AI is transforming editing from a technical craft into a prompt-driven, creative dialogue between human and machine.
Video editing, once considered the most labor-intensive part of content production, is now the stage where AI’s capabilities can be fully harnessed. Experts agree that adapting to this shift is no longer optional for editors who want to stay relevant.
“Video editing was once a technical skill involving the assembly of b-rolls, audio, transitions, and other elements. It is now evolving into a conversational skill, where providing a prompt to an AI video model can produce a finished video,” said Dhaanessh Gunasegaran, head of AI at BeerBiceps group, highlighting how prompt engineering is emerging as the core competency for future editors.
This transformation is not just theoretical. Satish Gola, senior video editor for the Dhruv Rathee YouTube channel, reports a 50% boost in editing efficiency thanks to AI. He credits AI tools for simplifying complex visualisation tasks: “Previously, to execute a visual idea we had to create the elements from scratch and then merge them together… All of this just to test the idea. But with AI, it has all come down to writing a prompt. We can see several renditions of our visual idea without doing the labour of creating and merging the elements.”
Beyond efficiency, AI enables editors to test, iterate and refine creative ideas at unprecedented speed. This, experts argue, is redefining the editor’s role.
“In addition to adopting prompt engineering as a skill, editors will need to develop clarity of thought and domain expertise,” Gunasegaran noted, stressing that success will hinge on both technical and conceptual mastery.
As AI continues to blur the line between creator and tool, the future of editing will likely belong to those who can master both machine language and human storytelling.
As AI is making production faster, cheaper and more accessible the real test lies ahead: will audiences embrace AI-generated content or will they reject it if it feels inauthentic? While AI has already revolutionised text and image generation, the emotional connection that video demands could prove harder to replicate.
A key challenge is whether AI videos can evoke genuine human emotions. As Suyash Lahoti, founder at LMN Communication and partner at Wit & Chai Group, a creative solutions agency that specialises in innovation and brand acceleration, puts it: “Right now, people watch AI-generated videos because they’re AI-generated. There’s a sense of curiosity. But curiosity is not the same as emotional connection. Until AI can evoke real, unprompted reactions like joy, nostalgia or heartbreak, audiences will still look for that human fingerprint.” He stresses that trust in AI video will require not just realistic visuals, but “deeper, more intuitive storytelling” something that still depends heavily on human creativity.
There are also concerns about trust and transparency, especially in sensitive areas like news and politics. Rishi Bhattacharjee, co-founder of The TopScout & Crushed Studios, points out that AI tools themselves are not the problem; rather, misuse by bad actors is. Drawing a parallel, he notes: “Just as Photoshop did not ruin photojournalism, AI will not ruin video. Instead, it will push creators to be more thoughtful storytellers.”
Interestingly, Bhattacharjee highlights that “consumers are already engaging with AI-generated films, music videos and ads without even realising it.” But he cautions that for high-stakes editorial content, “trust will demand transparency. Human oversight, editorial ethics and disclaimers will be essential.”
Despite these challenges, experts are optimistic that audiences will ultimately judge AI video by its substance, not its source. As Karan Ahuja, Co-founder and chief executive of Aivanta, observes: “Consumers are generally pragmatic, what matters most is quality, relevance and timing. If AI-generated videos deliver meaningful, well-contextualised content, most viewers won’t mind whether it was created by a person or a machine.”
BY Shashank Bhatt
As AI-powered tools continue to reshape the creative process, the future of video content is expected to be an amalgamation of human and AI. This shift will not replace human creators but will empower them to push creative boundaries, blending automation with imagination.
Industry experts agree that AI will act as a co-pilot rather than a replacement in the coming years. Rishi Bhattacharjee, co-founder of The TopScout & Crushed Studios, summed it up: “AI-native video content will be the dominant format by the end of this decade. Our craft will not be confined to us directing it but also autopilot content wherein we work on optimising our prompts and concepts while the content developers are the AI Models. But here’s the nuance: not all content will be AI-generated, but most content will be AI-assisted. We see AI as the co-director, not the full replacement.”
Suyash Lahoti, founder at LMN Communication and partner at Wit & Chai Group, emphasised that AI will accelerate certain stages of production but won’t take over emotionally rich storytelling anytime soon. “For high-emotion, high-stakes content like brand films, culture-driving campaigns or documentaries, the future won’t be all AI. It will be hybrid. AI will accelerate pre-visualisation, ideation, maybe even generate certain scenes or VFX. But full films? Only when audiences truly can’t tell the difference, and that level of trust is still a long way off. The future isn’t AI versus human. It’s AI plus humans. And the studios that crack that formula early will be the ones leading the next creative wave.”
Adding to this vision, Karan Ahuja, chief executive of Aivanta, pointed out that the rise of AI-generated video mirrors what LLMs have done for text: “AI-generated video is on a trajectory similar to what LLMs have done for text: democratising creation. In the near future, we’ll see a massive surge in AI-generated content across platforms, from social media to advertising to education. What will be most fascinating, though, is the evolving dynamic between human creativity and machine capability.”
Ultimately, the consensus is clear, the future of video content lies in AI-augmented creation, where technology enhances but does not replace the human touch.
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