You Can’t Automate Vision: Why AI-Generated Videos Are Falling Short of Their True Potential

Having spent years producing corporate videos, I’ve seen firsthand the power these pieces hold. They’re not just visual content—they’re strategic tools that, when done right, can centralise a vision, align teams, and inspire action. But with the rise of AI tools and the ever-shrinking production timelines, the value of these videos is slowly being eroded.

AI has undeniably changed the game in video production. It’s faster, cheaper, and can churn out polished outputs in days—sometimes hours. But this shift comes at a cost—not only to the industry but also to the clients and the outcomes they hope to achieve.

Let me explain.

Earlier this week, I quoted for a project that wasn’t just another video. It was a piece designed to address an executive audience, articulating their vision for 2040—a vision that defines the next 15 years of their business. This wasn’t a quick-turnaround, tick-the-box deliverable. It was meant to be a strategic communication tool, one that could capture hearts and minds while aligning stakeholders behind a shared purpose.

To do justice to that kind of vision, everything needs to be right. The tone, the visuals, the treatment, the narrative arc—it all has to work together seamlessly to evoke emotion and commitment. That kind of intentionality takes time, thought, and, yes, financial investment.

Yet, the quote was rejected. The project was awarded to a cheaper option—a video using AI-generated voices and visuals.

And that’s where I see a fundamental misunderstanding of value.

The Problem with “Quick and Cheap”

When something is valued, you invest in it. You give it the time and resources it deserves because you understand its potential impact. When you shortcut that process—choosing speed and cost over intention—you diminish not just the output but its purpose.

An AI-generated video might tick the box of “delivering content,” but it won’t achieve what a carefully crafted, human-created video can. It won’t resonate deeply with its audience, nor will it live beyond a fleeting moment in a boardroom.

What’s being missed in this rush for efficiency is the long-term value that a thoughtfully crafted video can provide. When done well, a corporate video can become a centralising force for a business—aligning people and bringing them closer to the vision, emotionally and intellectually.

You Can’t Automate Emotion

AI can do many things, but it can’t capture human nuance. It can’t infuse a video with the depth and authenticity that comes from real human intention.

You can’t automate your vision. You can’t automate your emotions.

When businesses opt for AI over human creativity for projects of real significance, they lose the opportunity to truly connect with their audience. They’re trading long-term impact for short-term savings.

And in the context of a 15-year vision, what’s the real cost of that?

The Bigger Picture

We’re at a crossroads in communications. AI is an incredibly powerful tool, but it’s not a substitute for strategic thought. The tools we use should amplify the message, not diminish it.

As communicators, our role is to help clients see the bigger picture. To show them that the value of a video isn’t just in the deliverable but in what it can do—how it can influence, align, and inspire.

The project I quoted on could have been exactly that: a tool to drive alignment and shared purpose for years to come. Instead, the final product will likely be something forgettable.

Let’s not lose sight of what matters most: the human connection at the heart of great communication.