Why embracing AI and human creativity is the new advantage for brands.
In 2025, every brand is under pressure to create more content, for more platforms, with the same (or smaller) budgets. New AI tools promise faster scripts, automatic edits, even synthetic presenters - but they also raise a real question for marketers:
How do you use AI without losing the craft, strategy, and emotional punch that make great video actually work?
As a Brisbane-based video agency producing everything from TVCs and brand films to social content and training videos, we’re right in the middle of that shift.
Here’s how we see smart brands using AI in video production right now - and where human storytelling still matters most.
1. What AI Is Actually Good At (And Where It Struggles)
AI tools are powerful at the “heavy lifting” stages of production - the jobs that are repetitive, time-consuming, or highly technical, like:
- Rough cut assemblies from long interview footage
- Rapid variations of short-form edits (different hooks, lengths, CTAs)
- Transcripts, captions, and basic localisation
- Style frames, mood boards, and early visual explorations
Used well, these tools can speed up workflows and help you test more ideas, faster.
Where AI struggles is the thing audiences respond to most: real, lived human insight. It doesn’t know your internal politics, your stakeholders, your legacy, your audience nuances, or your brand’s non-negotiables. That’s where strategy, experience and on-the-ground production still do the heavy lifting.
Bottom line: AI is brilliant at assisting production. It’s not a replacement for a clear brief, a smart concept, or a director who knows how to get a performance on set.
2. From Single Assets to “Content Systems”
For a long time, the typical approach to video was: make one hero piece, maybe a couple of cutdowns, and call it done.
In 2025, brands are thinking in systems, not single assets:
- TVC or hero brand film
- Vertical cutdowns for Reels/TikTok/Shorts
- Platform-specific versions for CTV, YouTube and social
- Behind-the-scenes, making-of and team stories
- Training, internal comms, and stakeholder explainers
AI helps here by making it faster to version and adapt content for multiple channels. But the system thinking - deciding what to make, what to prioritise, and how everything fits together - still happens at the strategy and production level.
At IPER, we’re often building entire content suites from one clever, well-planned production - from a cinematic TVC to vertical-first social pieces and internal training cuts.
3. Using AI Without Diluting Your Brand
The biggest risk with AI isn’t “robots taking over”. It’s bland, generic content that could belong to any brand, in any category.
To keep your brand distinct while using AI tools:
- Start with brand fundamentals
Make sure your tone of voice, visual language, and key messages are set before you touch any tool. AI should be bending to your brand — not the other way around. - Use AI for options, not final answers
Let AI draft script variations, visual ideas, or headline options, then refine them with your internal team and production partner. - Guard your non-negotiables
Things like clinical accuracy, compliance requirements, cultural sensitivities, and brand voice should always be reviewed by humans who understand the context. - Keep performance-focused
Whether it’s a Queensland Health campaign or a Kickstarter launch video, success isn’t “we used AI” - it’s behaviour change, brand lift, signups, or sales.
4. How We’re Using AI Inside an In-House Production Team
Because we keep creative, production and post under one roof, we can plug AI into our process in ways that actually improve the work — not just tick a trend box.
Some of the ways AI already sits inside our workflow:
- Edit acceleration
We use AI tools to generate smart selects, transcripts and timelines that help our editors get to the good material faster - then the craft edit still happens by hand. - Script and structure support
For research-heavy or training content, AI helps us organise information, check clarity and pressure-test different flows before we lock a script. - Pre-vis and planning
Early visual ideas, boards and animatics can be developed more quickly, helping stakeholders “see” the concept sooner and make decisions with confidence. - Versioning and localisation
Multiple language captions, regional variations and subtle messaging tweaks can be produced more efficiently - without adding days to the schedule.
The result isn’t “AI-made video”. It’s human-made video, delivered with more speed, more versions, and more strategic options.
5. Planning Your Next AI-Assisted Video Project
If you’re considering AI in your video strategy, a good starting point is to ask:
- Where are we currently losing time or budget in our process?
- What absolutely must stay human-led to protect our brand and message?
- Which channels matter most for this campaign — TVC, social, CTV, internal, or all of the above?
- How could we design this project as a content system, not a single asset?
From there, you can decide where AI makes sense and where you need a hands-on production partner who understands the realities of Queensland locations, tight timelines, and campaign performance.
6. Want to Explore AI + Video With a Human Partner?
AI isn’t a silver bullet - but in the right hands, it’s a powerful way to increase output, sharpen ideas and get more from every shoot day.
At IPER, we combine in-house production, post and animation with smart tools to help brands and agencies create video that feels cinematic, platform-native, and unmistakably theirs.
Whether you’re planning a major campaign, a training series, or always-on social content, we can help you:
- Map where AI adds value (and where it doesn’t)
- Design a content system that serves multiple channels from one production
- Keep the focus on what really matters: results, not just outputs
Ready to see how AI can support - not replace - great storytelling?
Let’s talk.
