AI video tools have reached enterprise quality. Yet, many teams still don’t quite know how and where to fit AI into their video production workflows. This guide, packed with expert insights, covers the good, the bad and the how-to of hybrid human-AI video workflows to help you create top-quality videos fast.
The smartest brands no longer ask whether to use AI in video production. They pinpoint where it fits, what it accelerates and when it truly adds creative value.
This shift from “if” to “where” marks a fundamental change for enterprise creative teams. AI video tools have exploded in quality and accessibility. But while the tech barrier has been lowered, the strategic questions have become more complex.
Most enterprise marketing leaders find themselves caught between two extremes: The hype that promises AI will replace entire production teams, and the skepticism that dismisses the tech as expensive experimentation. The reality sits somewhere in between, and is far more nuanced than either camp suggests.
Here at Phantom, we’ve seen firsthand how AI can reduce timelines from weeks to days, generate countless variations from a single concept, and make previously unaffordable creative styles accessible.
But we also recognize that video production requires a delicate balance of technical capability and human creative direction to effectively serve business goals.
Ask where AI can help in video production
The biggest misconception about AI usage in video production is that it’s a binary, all-or-nothing decision: Either the entire video is AI-generated, or none of it is.
The truth is that almost all successful AI video workflows are hybrid by design.
Most enterprise marketing leaders find themselves caught between two extremes: The hype that promises AI will replace entire production teams, and the skepticism that dismisses the tech as expensive experimentation. The reality sits somewhere in between, and is far more nuanced than either camp suggests.
Here at Phantom, we’ve seen firsthand how AI can reduce timelines from weeks to days, generate countless variations from a single concept, and make previously unaffordable creative styles accessible.
But we also recognize that video production requires a delicate balance of technical capability and human creative direction to effectively serve business goals.
There’s no instant shortcut where a small investment in an AI tool produces a blockbuster-level film. High-quality video still requires expert editing, sound design and a clear creative vision.
‘Bullsh*t talks, testing walks’
The world of AI changes constantly. What seemed impossible six months ago might now be trivial, and tools that worked perfectly well for video production last year might have been surpassed by newer, better options. This means experimentation is essential, not optional.
“Try first; promise later,” Berbin advises. “I like my approach at Superside to be ‘bullsh*t talks, testing walks!’”
Most enterprise marketing leaders find themselves caught between two extremes: The hype that promises AI will replace entire production teams, and the skepticism that dismisses the tech as expensive experimentation. The reality sits somewhere in between, and is far more nuanced than either camp suggests.
Here at Phantom, we’ve seen firsthand how AI can reduce timelines from weeks to days, generate countless variations from a single concept, and make previously unaffordable creative styles accessible.
But we also recognize that video production requires a delicate balance of technical capability and human creative direction to effectively serve business goals.
