As artificial intelligence (AI) adoption accelerates, a new survey from video platform Animoto finds marketers risk alienating audiences when AI-generated content outpaces what viewers actually want— authentic storytelling
Overall, nearly 83% of consumers in the 2026 State of Video Report say they’ve watched a video they suspected was AI-generated, with the biggest giveaways cited as robotic gestures (67%), unnatural voices (55%), and lack of emotional tone (51%).
However, people aren’t rejecting AI outright: Over a third trust AI-generated content just as much as human-made videos— but brands should tread carefully, as 36% of consumers say an AI-generated video would lower their perception of the brand.
Importance of Video
“Video has become the heartbeat of modern marketing, helping people learn, shop, and connect with brands,” said Beth Forester, CEO of Animoto. “With the rise of AI, marketers can supercharge how they create and scale video, but they also risk eroding the authenticity that builds trust.”
Animoto surveyed over 450 U.S. consumers and marketers at companies that have created at least one video in the past three months. Follow-up qualitative insights were gathered from over 150 Animoto users.
Video Drives Purchase Decisions
With 82% say video is the most memorable form of content and 86% say they prefer to learn about a brand through video, 83% of consumer respondents say they have bought something after watching a brand video.
Personal and authentic were the most important quality selected at 43%. What can help support this desire for authenticity is featuring real people in videos, mentioned by 68% of consumers. Video length is also important— 61% prefer videos under one minute, dropping to 5% want videos two minutes or longer.
Where AI is Making An Impact
For marketers, a top use of AI is coming up with ideas for videos with 63% responding they have used it. Other uses cited included saving time editing (55%), finding relevant content (54%), overcoming creative blocks (54%), and writing scripts (55%).
The use of AI is seen as another avenue to assist, not replace, human creativity— 84% of marketers are already using AI in their video creation process, with over 75% using it frequently. And nearly all emphasize the importance of maintaining creative control and brand integrity: 90% say it’s essential that they can edit AI-generated content, 95% insist their own branding must be reflected, and a 99% believe their brand personality must shine through.
As report found nine out of 10 responding marketers say video is important to their overall strategy and plan to create more in this year, 75% of marketers plan to hire dedicated internal video creators or build a team and 60% reporting that in-house videos outperform agency-produced content.
“Together, the findings point to a clear roadmap for brands in 2026: invest in video and embrace AI, but keep your people in the proverbial directors’ chair,” said Forester.
To learn more about Animoto’s State of Video 2026 Report, click here.
