Video platform Animoto released its 2026 State of Video Report, which found that both consumers and marketers are navigating the evolving relationship between authentic storytelling and the rapid acceleration of AI, and that getting it wrong can have lasting consequences.

Animoto surveyed U.S. consumers and marketers at companies that have created at least one video in the past three months, for a combined audience of over 450 participants. Follow-up qualitative insights were gathered from over 150 Animoto users.

“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.”

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Consumers Think They Can Spot AI (And Trust Is Fragile)

Overall, nearly 83% of consumers 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.

Why This Matters: Video Drives Purchase Decisions

An overwhelming majority of consumers (82%) say video is the most memorable form of content, and 86% say they prefer to learn about a brand through video. But what’s even more important is the effect video can have on purchase intent, as a notable 83% of consumers have bought something after watching a brand video.

When it comes to what people actually want from brand videos, feeling personal and authentic is the most important quality (43%). What can help support this desire for authenticity is featuring real people in videos, mentioned by nearly 68% of consumers. Video length is also important, as well over half (61%) prefer videos under one minute, and only a mere 5% want videos two minutes or longer.

The AI Niche: Augment Creativity, Fuel Productivity

While AI can’t replace human creativity, it can remove many of the roadblocks that slow down content production. Marketers say their top challenge when creating videos is simply coming up with ideas, an area where AI proves especially valuable (63%). It also helps them save time editing (55%), find relevant content (54%), overcome creative blocks (53.8%), and even write scripts (55.2%).

Marketers Agree: AI Should Assist, Humans Should Make Decisions

Despite widespread adoption, marketers overwhelmingly agree on one thing: AI should assist, not replace, human creativity. 84% of marketers are already using AI in their video creation process, with over 75% using it frequently, but they’re doing so carefully and strategically.

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 staggering 99% believe their brand personality must shine through.

What This Means for Brands in 2026

Animoto’s report found that almost all (97%) of marketers say video is important to their overall strategy, and 90% plan to create more in 2026. The growing importance of video has led 75% of marketers to hire dedicated internal video creators or build a team, with more than half (60%) reporting that in-house videos outperform agency-produced content, compared to just 6% who say the opposite.

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.