Consumers report growing skepticism toward AI-generated video content, even as marketers rapidly integrate artificial intelligence into their video production workflows, according to new research released by video creation platform Animoto.
The study, conducted in September 2025, surveyed 460 U.S. participants, including consumers aged 22 to 64 who had watched brand videos in the previous month and marketing professionals who create video content at least monthly at companies with 10 to 1,000 employees.
According to the research, more than four in five consumers surveyed (82.6%) said they had watched videos they suspected were generated using AI tools. That perception carried trust implications: 36% of respondents said AI-generated videos reduced their trust in a brand.
By contrast, 77.9% of consumers said they trust videos featuring real people. Respondents cited robotic gestures, unnatural voice patterns, and a lack of emotional tone as the most common signals that content was generated by AI.
Qualitative responses collected during a follow-up survey reinforced those concerns, noting that AI-generated voices felt impersonal and diminished credibility, particularly when the creator behind the content was unclear.
The findings align with broader sentiment around transparency in synthetic media. Separate industry data referenced in the report shows that 76% of U.S. adults consider it extremely or very important to distinguish whether images, videos, or text were created by AI or humans.
Marketer Adoption Accelerates
While consumers expressed reservations, marketers reported widespread adoption of AI tools. Eighty-four percent of marketing professionals surveyed said they use AI in their video creation process, with 75% reporting frequent use.
Despite that uptake, marketers consistently emphasized the importance of retaining human oversight and brand control. More than 80% said using their own media assets was essential, while nearly all respondents pointed to the importance of brand-specific elements such as logos, fonts, colors, and tone. A majority also highlighted the need to edit and refine AI-generated outputs rather than using them as final products.
Taken together, the responses suggest that marketers view AI primarily as a production aid rather than a replacement for human storytelling or brand voice.
Video Performance and Engagement
The study also underscored the continued role of video in influencing consumer behavior. A total of 78% of consumers reported making a purchase after watching a social media video, and 61% said video is their preferred way to learn about a brand.
Among marketers, 91% said video plays an important role in their overall strategy, and 75% said they plan to produce more video content in 2026 than in 2025. Half of the surveyed companies reported having a dedicated internal video role, reflecting the format’s growing operational importance.
Frequency and Format Preferences
Consumers surveyed indicated clear expectations around cadence and length. According to the study, 83% said brands should post videos at least weekly, while 61% preferred brand videos under 1 minute.
The study’s authors noted that consistency and brevity were associated with stronger engagement, though the findings were based on self-reported preferences rather than performance benchmarks.
Animoto positions the results within a broader trust topic, citing external research showing that 88% of consumers rate brand trust as equally important as price and quality in purchasing decisions. The company said it plans to introduce additional AI-powered features in the coming months to streamline video production while preserving creators’ control over brand expression.
Image credits: Animoto The full report is available here
Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet pug, Poshna.
Consumers report growing skepticism toward AI-generated video content, even as marketers rapidly integrate artificial intelligence into their video production workflows, according to new research released by video creation platform Animoto.
The study, conducted in September 2025, surveyed 460 U.S. participants, including consumers aged 22 to 64 who had watched brand videos in the previous month and marketing professionals who create video content at least monthly at companies with 10 to 1,000 employees.
According to the research, more than four in five consumers surveyed (82.6%) said they had watched videos they suspected were generated using AI tools. That perception carried trust implications: 36% of respondents said AI-generated videos reduced their trust in a brand.
By contrast, 77.9% of consumers said they trust videos featuring real people. Respondents cited robotic gestures, unnatural voice patterns, and a lack of emotional tone as the most common signals that content was generated by AI.
Qualitative responses collected during a follow-up survey reinforced those concerns, noting that AI-generated voices felt impersonal and diminished credibility, particularly when the creator behind the content was unclear.
The findings align with broader sentiment around transparency in synthetic media. Separate industry data referenced in the report shows that 76% of U.S. adults consider it extremely or very important to distinguish whether images, videos, or text were created by AI or humans.
Marketer Adoption Accelerates
While consumers expressed reservations, marketers reported widespread adoption of AI tools. Eighty-four percent of marketing professionals surveyed said they use AI in their video creation process, with 75% reporting frequent use.
Despite that uptake, marketers consistently emphasized the importance of retaining human oversight and brand control. More than 80% said using their own media assets was essential, while nearly all respondents pointed to the importance of brand-specific elements such as logos, fonts, colors, and tone. A majority also highlighted the need to edit and refine AI-generated outputs rather than using them as final products.
Taken together, the responses suggest that marketers view AI primarily as a production aid rather than a replacement for human storytelling or brand voice.
Video Performance and Engagement
The study also underscored the continued role of video in influencing consumer behavior. A total of 78% of consumers reported making a purchase after watching a social media video, and 61% said video is their preferred way to learn about a brand.
Among marketers, 91% said video plays an important role in their overall strategy, and 75% said they plan to produce more video content in 2026 than in 2025. Half of the surveyed companies reported having a dedicated internal video role, reflecting the format’s growing operational importance.
Frequency and Format Preferences
Consumers surveyed indicated clear expectations around cadence and length. According to the study, 83% said brands should post videos at least weekly, while 61% preferred brand videos under 1 minute.
The study’s authors noted that consistency and brevity were associated with stronger engagement, though the findings were based on self-reported preferences rather than performance benchmarks.
Animoto positions the results within a broader trust topic, citing external research showing that 88% of consumers rate brand trust as equally important as price and quality in purchasing decisions. The company said it plans to introduce additional AI-powered features in the coming months to streamline video production while preserving creators’ control over brand expression.
Image credits: Animoto
The full report is available here