Animoto Report Finds AI Videos Can Undermine Brand Trust for Consumers

As video cements its role as the most influential content format in modern marketing, brands are facing a new tension between speed enabled by artificial intelligence and the authenticity audiences still expect. A new study from Animoto highlights how easily consumers believe they can recognize AI generated video and how quickly trust can erode when automation feels inauthentic. The Animoto 2026 State of Video Report offers timely insight for marketers navigating AI driven content creation in the MarTech ecosystem.

The Animoto 2026 State of Video Report is based on surveys of US consumers and marketers at companies that created at least one video in the past three months, representing more than 450 respondents. Animoto also gathered qualitative insights from more than 150 of its users to better understand how video creation practices are changing. The findings show that while AI is becoming a powerful production tool, it also introduces new risks when used without careful human oversight.

According to the report, nearly 83 percent of consumers say they have watched a video they suspected was generated by AI. The most common signals included robotic gestures, unnatural voices, and a lack of emotional tone. While AI content is not universally rejected, trust remains fragile. More than a third of consumers say they trust AI generated videos just as much as human made content, but 36 percent report that an AI generated video would lower their perception of a brand.

“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.”

The stakes are high because video continues to influence buying behavior. The report found that 82 percent of consumers consider video the most memorable type of content, while 86 percent prefer learning about a brand through video. Perhaps most significantly, 83 percent say they have purchased a product after watching a brand video. When asked what matters most, consumers consistently prioritized authenticity and personal feel, with many favoring videos featuring real people and concise formats under one minute.

For marketers, the Animoto 2026 State of Video Report shows strong enthusiasm for AI as a productivity tool. Eighty four percent of marketers are already using AI in their video workflows, and more than three quarters use it frequently. AI is especially valuable for brainstorming ideas, editing faster, writing scripts, and overcoming creative blocks. Yet marketers draw a clear line between assistance and control.

Nearly all respondents stressed that humans must remain in charge. Ninety percent say it is essential they can edit AI generated content, 95 percent insist their branding be preserved, and 99 percent believe brand personality must shine through. These priorities are shaping how teams organize for the future, with many brands bringing video production in house. The report notes that 60 percent of marketers believe internal video teams outperform agency produced content.

Looking ahead, the Animoto 2026 State of Video Report points to a clear path for brands. Video will only grow in importance, and AI will play a central role in scaling production. But trust and memorability still hinge on human creativity. Brands that treat AI as an assistant rather than a replacement are more likely to build credibility, drive engagement, and convert viewers into customers.