84% of Marketers Use AI in Video Creation
Rather than replacing creative teams, AI is being positioned as a productivity accelerator, Animoto says.
Artificial intelligence has officially entered the mainstream of video marketing, but marketers aren’t entirely handing over the creative reins just yet.
Animoto’s 2026 State of Video Report shows that 84% of marketers now use AI in their video creation process, with more than 75% using it frequently. Rather than replacing creative teams, AI is being positioned as a productivity accelerator, helping marketers move faster while preserving brand voice and creative control.
For many, the biggest video challenge isn’t production — it’s ideation. According to the study, 63% cite coming up with ideas as their top obstacle, an area where AI tools are proving especially useful. AI is also helping marketers save time editing (55%), find relevant content (54%), overcome creative blocks (53.8%) and write scripts (55.2%).
Despite widespread adoption, marketers overwhelmingly agree on one thing: AI should assist, not replace, human creativity. And nearly all emphasize the importance of maintaining creative control and brand integrity: 90% say it’s essential that they’re able to edit AI-generated content, 95% insist their branding must be reflected and 99% say their brand personality must shine through.
The study found that 97% of marketers say video is important to their overall strategy, and 90% plan to create more video in 2026. To support that growth, 75% have hired dedicated in-house video creators or built internal teams.
Notably, internal teams appear to be paying off: 60% of marketers say in-house videos outperform agency-produced content, compared to just 6% who say agency work performs better.
Together, the findings point to a clear roadmap for brands in 2026: Invest in video and embrace AI, but keep real people in the proverbial directors’ chair.
For more insights around AI and video, check out Animoto’s full report here.