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.

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In brief

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  • 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.

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What AI changes in video production

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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.

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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.

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Voice and avatars: tools such as Synthesia or HeyGen produce a video with a virtual presenter, in several languages, from plain text.

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Editing, subtitles and translation: editing tools now include automatic cutting, subtitles and dubbing. This is often where the time saving is clearest.

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Use cases that work in business

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  • 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.

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The rules to set before you start

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  • 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.

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Getting trained in AI video

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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.

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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.

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Key takeaways

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  • 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.