Top Takeaways from the 2025 State of AI in B2B Video Report

Video is big, but creating it can be a headache. Thanks to AI, that's finally changing.

In the State of AI in B2B Video Report, we unpack all the ways AI is changing the game for marketing teams looking to scale video production. The report features insights from over 500 survey respondents for a deep dive into how AI is reshaping budgets and content workflows.

Today, we’re sharing a snapshot of our top findings.

Discover how AI is reshaping video creation for marketing teams. ✨ Read the full report now.

• Over 90% of marketers use some form of AI
• 85% report cost savings from AI in video workflows
• 81% report time savings
• 58% say video is “very important” to their content strategy

The research is clear. Nearly all marketers surveyed (91%) already incorporate some form of AI in their marketing strategies, with the majority citing cost and time savings as the main benefits.

B2B audiences want bingeworthy content on platforms like LinkedIn, YouTube, and Spotify, as a part of their daily routine, while marketers tap into AI in an attempt to scale production and meet prospects where they are.

Our survey found that 85% of marketers are saving money by incorporating AI into their video workflows, 81% are saving time, and 74% have used it to cut down on outsourcing.

Leadership teams are especially bought in, with 94% of C-suite executives saying video was important to the company’s content strategy—and they're putting their money where their mouth is. (More on that below!)

AI saves marketers at least 3 hours on tasks like video creation and editing. According to the survey, these were the top 5 AI-supported activities that delivered the most value for marketers:

• Content creation (blogs, social media posts, etc.)
• Analytics and reporting
• Video production
• Content repurposing
• Email marketing

➡️ To learn how much time marketers are actually saving, plus insights on top video repurposing workflows, download the full report.

From the rise of day-in-the-life content to the popularity of weekly podcasts, B2B prospects love content that feels authentic. And with the right tools and workflows, marketing teams of any size can deliver.

The research found that, while cost barriers remain a concern, 85% of marketers saved significant costs on video production after incorporating AI. Many are reallocating funds from outsourcing to AI—with 79% of respondents saying they plan to invest more in AI tools in the next 1-3 years.

So how much of the marketing budget will they dedicate to video? Here’s the breakdown:

• 50% allocate 10-25%
• 29% allocate less than 10%
• 17% allocate 26-50%

Outsourcing remains common for high-skill tasks like filming and post-production—but the data shows significant savings when AI is integrated throughout the video production workflow.

➡️ Get detailed budget breakdowns based on company size. Access the full report.

Not everyone’s on board the AI train. According to the data, 9% of marketers don’t use any AI at all for reasons including lack of need, personal choice, and uncertainty.

For some, the explosion of AI-generated content is itself a barrier to adoption, with respondents citing concerns like:

• “AI is not as smart as it’s billed. It constantly makes mistakes that a human would not.”
• “We believe AI is not able to tell OUR story the way it needs to be told.”
• “Our services are technical and too many mistakes can be made.”

As AI levels the playing field with video, brands that overrely on it will struggle to stand out. Here are some of the top challenges as we look to the future of AI in video workflows:

• Lack of expertise: 37% of marketers cite a lack of expertise as a major challenge in adopting AI for video production.
• Difficulty scaling: 36% say video takes too much time, while 35% say the size of their production team limits their ability to scale.
• Cost and buy-in barriers: High costs (34%), limited tool availability (29%), and lack of leadership buy-in (24%) remain top barriers to AI adoption.

No matter how many tools you add to your video workflows, human-generated ideas are always going to be more relatable to your audience. To win with AI, use it to spend less time on manual tasks and more time on creative storytelling.

➡️ Learn how the team at the Marketing AI Conference (MAICON) uses AI to capture and deliver key event insights, same-day. Download the full report!

AI is flipping the script on how marketers approach video content—making production faster, costs lower, and creativity higher.

To dive deeper into the ways AI is reshaping B2B video marketing, check out the full report. Packed with juicy stats and charts, the report dives into real-world examples and tips for infusing AI into your video strategy.

Join the ranks of the B2B marketers harnessing the power of AI in 2025. Grab the full report here.