AI Video: Fit for Professional Use?

AI video is increasingly seen as fit for professional use, offering numerous benefits for businesses and learning and development (L&D) teams in 2025. It enables the creation of high-quality, scalable video content quickly and cost-effectively. Here we review the state of the AI video market today, with an analysis of the potential that AI-generated video offers the creative professional.

Key Advantages

Efficiency and Scalability

AI video generation allows businesses to produce content rapidly and at scale, making it possible to create numerous videos in a fraction of the time compared to traditional methods. This scalability is particularly beneficial for large corporations needing to produce video content across various departments and purposes.

Cost-Effectiveness

AI-generated videos significantly reduce production costs by minimising the need for extensive manual labour and expensive resources. This makes professional-grade video content accessible to businesses of all sizes, not just those with large budgets.

Customisation and Personalisation

AI video tools enable easy customisation and personalisation of content, allowing businesses to target specific audiences effectively. This includes incorporating branded elements and tailoring messages to different viewer segments.

Quality Enhancement

AI algorithms can automatically adjust lighting, colour and other elements to create visually appealing videos. This ensures consistent, high-quality output across all produced content.

Collaboration and Flexibility

AI video platforms often include features that facilitate collaboration among team members, allowing for easy sharing, commenting and editing of video content. This flexibility is particularly valuable for L&D teams working on training materials.

Considerations

While AI video offers numerous benefits, it's important to consider potential limitations:

1. The need for human creativity and oversight in content creation
2. Potential technical barriers and the need for some level of expertise
3. The importance of maintaining authenticity and brand voice

Despite these considerations, AI video is increasingly becoming a valuable tool for professional use, enabling businesses to create more engaging, efficient, and effective video content for various purposes, including marketing, training and communication.

Top 5 AI Video Generators

Here is a detailed review of the top 5 AI video generators based on their features, usability and professional applications.

1. Sora by OpenAI

Best for: Text-to-video generation

Key Features: Photorealistic video generation, complex scenes with multiple characters, customisation options, real-time editing and collaboration tools

Pricing: Currently under development; pricing to be announced

Pros: Advanced technology, high-quality output, intuitive interface, creative freedom

Cons: Still in early development, no public access

Use Case: Ideal for creating training videos, social media clips and other creative video content from text prompts.

2. Runway

Best for: Creatives and short-form storytelling

Key Features: Text-to-video, image-to-video, text-to-image generation, motion brush, camera controls

Pricing: Free tier with 125 video credits, tiered pricing for higher plans

Pros: Advanced AI tools, professional-grade controls, versatile use cases

Cons: Steep learning curve, hit-and-miss video quality

Use Case: Suitable for a range of projects, from short-form social media content to high-fidelity, cinematic storytelling.

3. Veed

Best for: Social media and YouTube content

Key Features: AI avatars, realistic voiceovers, lip syncing, basic video editing

Pricing: Free plan, £10 (Basic), £18 (Pro), £49 (Business)

Pros: Intuitive interface, quick and easy to use, professional-looking videos

Cons: Limited features on the free plan

Use Case: Ideal for creating social media videos, YouTube content and other short-form videos.

4. Lumen5

Best for: Automated video creation from text

Key Features: Text-to-video conversion, automatic image and music selection, customisable templates

Pricing: At the time of writing, Lumen5 has a free plan (Community), $29 (Basic), $79 (Starter), $199 (Professional), per month

Pros: Easy to use, fast video creation, high-quality output

Cons: Limited customisation on lower plans

Use Case: Ideal for content marketers and bloggers looking to create videos from text content quickly.

5. LTXV by Lightricks

Best for: Real-time AI video generation

Key Features: Scalable long-form video production, faster processing and rendering times, unmatched motion and structure consistency

Pricing: Custom pricing based on specific needs and usage

Pros: Real-time rendering, high visual quality, coherent frame transitions

Cons: Requires technical expertise for full utilisation

Use Case: Ideal for professionals needing high-quality, long-form videos with consistent motion and structure.

Conclusion

AI-generated video is indeed fit for professional use. It has the potential to revolutionise professional video production, with great efficiency and scalability. However, selecting the right AI video platform and ensuring it aligns with your organisation’s goals and needs is crucial. All these platforms allow you to download the generated videos, and most of them provide some level of editing capabilities within their own interfaces. However, for the greatest benefit, you should expect to export the videos to edit them further using your preferred video editing software. This of course requires specialised knowledge and hands-on experience in tools such as Adobe Premiere Pro.

The rapidly evolving nature of AI video technology means that staying updated with the latest developments and best practices is essential. We recommend you monitor new developments as they arise and continue to test new products and services as they are released.