VENDORiQ: Veo 2 – A Creative Catalyst or a Time Sink for Business?

Why it’s Important:

The arrival of increasingly sophisticated AI video generation tools like Veo 2 presents a potentially transformative shift in how organisations approach video content creation. The promise of democratising video production, enabling a wider range of staff to generate visual content, is undoubtedly appealing, particularly to budget-conscious marketing teams and CIOs seeking to empower their workforce with cutting-edge tools. The enhanced realism and control offered by Veo 2 suggest a move towards AI-generated video that could be more readily integrated into professional contexts.

However, the optimism surrounding this technological advancement must be tempered with a pragmatic assessment of its actual business impact. While the technical barriers to video creation are lowered, the fundamental principles of effective visual communication remain paramount. The ease of creation does not automatically translate to business value. 

Marketing leads (working with CIOs), should identify staff who understand corporate design standards and strategic communication goals to effectively use these tools. Simply put, generating numerous videos without a clear purpose or adherence to brand guidelines, risks becoming a drain on resources rather than a driver of positive outcomes.

Marketing leads, while potentially excited by the prospect of rapidly producing video content for campaigns and social media, must also exercise caution. The novelty of AI-generated video will likely fade, and audiences will increasingly demand high-quality, strategically sound content. Without a foundational understanding of narrative structure, visual aesthetics, and audience engagement, even technically impressive AI-generated videos may fail to resonate or deliver on marketing objectives. 

The market’s growth in AI video for marketing and ecommerce underscores the potential, but also the need, for a considered approach to ensure these tools are used strategically and effectively.

Who’s Impacted?

• Chief information officers (CIOs): Need to evaluate the potential benefits and risks of deploying AI video generation tools across the organisation, considering infrastructure requirements, training needs, and the potential for misuse or the creation of low-value content.
• Marketing leads: Must assess how AI video generation can be strategically integrated into marketing campaigns to enhance engagement and drive results, while maintaining brand consistency and quality.
• Communications specialists: Should consider how AI video can augment their content creation workflows, ensuring that generated videos align with corporate messaging and communication strategies.
• Project leads: Will need to factor in the potential for AI video generation to accelerate project timelines for content-heavy initiatives, while also accounting for the learning curve and quality control measures.

Next Steps:

• Pilot projects: Initiate small-scale pilot projects within marketing or internal communications teams to assess the practical application and business value of video creation tools like  Veo 2.
• Skills assessment: Evaluate the existing video creation skills within relevant teams and identify any training requirements to ensure staff can effectively prompt and guide AI video generation.
• Establish guidelines: Develop clear guidelines and best practices for AI video creation, including adherence to brand standards, legal considerations, and content approval processes.
• Define success metrics: Establish measurable key performance indicators (KPIs) to track the impact of AI-generated video content on business objectives.
• Monitor developments: Continuously monitor the evolution of AI video generation technology and its potential applications within the organisation.