Video has become the favourite format of marketing, HR and training teams. It is also expensive in time: writing, filming, editing, subtitling. AI shortens each of these steps, provided you know which tool to use and which rules to follow.
In brief
- AI plays a part at every stage: script, image and shot generation, voice, editing, subtitles, translation.
- The most cost-effective uses at work are often simple: subtitling, translating, turning one video into short formats.
- Avatar videos are mainly used for training modules and internal communication.
- Rules matter as much as tools: image rights, voice, brand, transparency.
What AI changes in video production
The script: an assistant such as ChatGPT or Claude turns an idea, an article or a procedure into a structured script, with several versions depending on length.
Images and shots: video generation tools such as Sora (OpenAI), Veo (Google) or Runway create shots from text or an image. Useful for illustration, less so for filming real people or real products.
Voice and avatars: tools such as Synthesia or HeyGen produce a video with a virtual presenter, in several languages, from plain text.
Editing, subtitles and translation: editing tools now include automatic cutting, subtitles and dubbing. This is often where the time saving is clearest.
Use cases that work in business
- Internal training: short modules with an avatar, updated without reshooting.
- Marketing: turning a long video into short formats for social media.
- HR: welcome videos, job presentations, translated messages from management.
- Sales: product demos and personalised messages.
The rules to set before you start
- Image and voice rights: never clone a voice or a face without written consent.
- Brand: a generated video is proofread like a text, shot by shot.
- Data: no confidential information in a tool the company has not approved.
- Transparency: flag AI-generated content when that is the case, as the AI Act requires for certain content.
Getting trained in AI video
Good AI video training starts from your real needs: which videos you already produce, how long they take, and what more you want to do. Then you choose the tools, and practise on your own content.
That is the format of our role-based AI workshops, especially for marketing and communications teams. To go further, also read our guide to ChatGPT Images and the top 5 best AI training programmes for companies.
Key takeaways
- AI speeds up every stage of video, from script to subtitling.
- The quickest gains come from simple tasks: subtitles, translation, variations.
- Set the rules on image, voice, brand and data before producing.
- Train on your own videos, not on generic examples.







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