Here's What 500+ B2B Marketers Had To Say About AI and Video Marketing

The numbers are in, and they paint a clear picture: Video and AI are only rising in popularity.

We recently partnered with Redpoint to survey 500+ B2B marketers across financial services, healthcare, technology, and other industries to get their thoughts on the state of AI in B2B video marketing. According to our data, 89% of B2B marketers and 94% of C-suite leaders say video is important, and almost 75% are increasing their video production this year.

We told you the picture was clear!

If you missed our January Insider event, Goldcast's VP of Marketing, Kelly Cheng, presented some of the most compelling findings from the report, including AI adoption in marketing and its challenges, three real-world video case studies, marketers' 2025 predictions, and more.

Read on to learn:

• How much time can you save with AI?
• How much money can you save with AI?
• Case studies: How Goldcast uses AI + video in our workflows
• AI implementation roadmap: Where to start
• Watch Goldcast Insider on-demand for the full report data

This session was jam-packed with tons of useful information to inform your AI and video marketing strategies. We've got the full event ready for you to watch on-demand whenever you have time to catch up!

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91% of marketers are using AI in some capacity, mostly for these three functions:

1. Content creation: AI tools are brought in to amplify human creativity — not replace it. For example, perhaps an AI tool like Goldcast Content Lab is used to identify key moments in a longform video, freeing up the marketer to do other high-level tasks.
2. Reporting and analytics: AI can quickly and easily analyze massive amounts of data, making it a valuable partner when it comes to reports.
3. Email marketing: This could apply to creating the emails themselves, but AI really shines at customer segmentation and built-in automations.

What sort of time savings does this translate to?

As you can see above, the results are pretty staggering, with almost half of B2B marketers saving more than three hours on editing, and a significant chunk of responders saving hours on content creation and video clip generation.

The most successful teams focus AI on a very specific, well-defined task while reallocating the people who would normally do those tasks to higher-value activities. You should use the saved hours to focus on strategy, creativity, and personalization — factors that directly impact engagement and conversion rates.

Saving time is great, but so much in marketing comes down to the hard numbers: What is the real financial impact of AI?

According to our data, 74% of marketers using AI have cut down on their outsourcing needs, meaning they need to hire less contractors and third-party vendors. 85% have also reported significant cost savings.

Similar to time savings, the money you save from using AI should be rerouted to strategic initiatives that help you grow as a company. Marketers in our survey pool told us that they were reallocating about 30% of the money they would have spent on outsourcing to new initiatives for the company.

Note: Using AI to save time and money doesn't mean that you're left with lower-quality results. 68% of respondents told us they actually see higher-quality production now that they're using AI, and a majority saw a bigger creative focus within their teams.

As a video-first events and campaign platform, you can imagine we produce a lot of videos here at Goldcast. We thought it would be helpful to share a few examples of how we use AI in our workflows and the resulting video content, as well as much each video cost to make.

We create a lot of customer stories to showcase the tangible results our clients experience. We've found case studies and customer narratives are a top driver of pipeline, and they're pretty straightforward to make.

Here's an example, featuring Stacy Combest of Hootsuite:

Strong customer story, right? Seeing the results Hootsuite had from using Goldcast is pretty compelling! And it really didn't take a ton of resources to pull off; we need these to be scalable, so we try to keep it simple.

Here's our tech stack for this video:

Total cost: $720 (for Adobe license)

Results: 5x more content, 75% reduction in production time

This interview took just 45 minutes to record. From there, we created almost 10 different assets: the case study itself, video clips, social media posts, ads, sales deck materials, etc. Our costs were low because we generally stick to the free version of most products, and AI did all of the grunt work!

Some of our customer stories are filmed the more traditional way, with a full video team and camera crew. In these videos, the interviewee becomes a thought leader, sharing their experience and perspective.

Take a look at the high production case study we filmed with Mark Iafrate from Intercom, the complete AI-first customer service platform:

End-to-end, the whole process took about three weeks, with most of that time spent in the approvals stage, giving feedback on what we wanted.

The tech stack for this video looked like this:

Total cost: $6720*

*We work with Testimonial Hero, and they use a sliding scale model — so the more videos you produce with them, the lower your cost per video.

Results: Studio-quality testimonial, boost in brand perception and engagement on premium channels

Video is a key way to build social media engagement and connect with your audience on different platforms. We've seen a ton of vertical, TikTok-style videos lately and we wanted to bring in our own version with this guerilla-style thought leadership clip, filmed at INBOUND featuring Tara Robertson of Chili Piper:

We got free tickets to INBOUND and mostly used what we had on us to capture on-the-fly conversations, with the exception of the gimbal and the mini mics, which we bought before the conference.

Here's the complete tech stack:

Total cost: $870 (not including the iPhone cost)

Results: Rapid turnaround (within a week), high engagement rates, increased brand visibility, build credibility as industry thought leaders

We hope these examples have shown you that no matter your budget or skill level, you can produce compelling videos that help you connect with your audience, grow your brand presence, and build Mindshare in your industry! AI makes it possible, and we've seen the benefits of its application across all of our video types.

With 79% of organizations increasing their AI investment this year, it's time to get serious about your AI strategy. If you want to make the leap but aren't sure where to begin, here's our tried-and-true, four-step process.

Our data showed that 81% of successful AI implementations began with a comprehensive audit. Specifically, look at production bottlenecks, resource allocation, and content effectiveness, and be sure to thoroughly document everything you find. You can't improve what you don't measure!

Focus on high-impact, low-effort tasks at first — the ones that are repetitive and time consuming but don't require a lot of complex decision making.

When we look at the data we have from teams who successfully implemented AI in video production, we see that 90% — almost all — started with content repurposing. Repurposing is a standard quick win because it's straightforward and most B2B marketers are sitting on a ton of existing video content from past events and webinars.

PS: Goldcast Content Lab is an AI-powered video repurposing tool that's totally free to use (up to 1 hour of content a month). Check it out below!

TRY CONTENT LAB

Do some research on established AI solutions, and ask your peers and colleagues for recommendations. Generally, the more time an AI tool has been on the market, the fewer bugs you'll find because there's been more time to work it out.

You won't feel totally confident with AI at first; that takes time. The hope is that you're able to build more AI tools into your tech stack as you become more comfortable. By evaluating your current state and thinking of some areas you can quickly put AI to use, you're able to try your hand at AI without overwhelming yourself or your team. From there, the sky's the limit.

If you're curious about the 2025 market outlook or marketers' predictions for the year to come, you'll definitely want to watch Kelly's full presentation. You can check it out any time in our on-demand video library!

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And, if you're ready to try AI and experience some quick wins with content repurposing, it's time to sign up for a free Content Lab account. In just minutes, Content Lab takes your existing video content and chops it up into tons of engaging clips, snippets, blog drafts, email copy, and more.

TRY CONTENT LAB