How to Use AI to Make Videos: A Practical Guide
Using AI to make videos is now within reach of any executive or entrepreneur. You write a script, choose an avatar or visual style, and the tool generates a video in minutes. No camera, no studio, no editor needed. Tools like Synthesia, Pictory, or Runway handle the technical work for you.
But accessible does not mean effortless.
The Problem You’re Probably Facing
You know video has become essential in business communication. LinkedIn, client presentations, internal training, team messages. Everyone tells you to do video.
But you have no production budget. No dedicated team. And no desire to stand in front of a camera reading a teleprompter.
That’s exactly where AI changes the equation.
Step 1: Define the Objective Before Touching Any Tool
Before opening Synthesia or Pictory, ask yourself one simple question: what is this video for?
An internal training video is not built like a sales prospecting video. A CEO message to teams does not look like a product presentation for a client.
AI can generate content very fast. Too fast. Without a clear direction, you produce volume without value.
Define: the target audience, the central message (one idea only), and the desired length. Two minutes maximum for an internal message. Under one minute for social media.
Step 2: Choose the Right Tool for Your Use Case
Not all AI video tools do the same thing. Here’s how to tell them apart without technical jargon.
Synthesia is built for videos with a virtual presenter. You write a script, choose an avatar, and the tool generates a video with a synthetic voice and face. Ideal for training, onboarding, and institutional messages.
Pictory is built to turn long text into video. You paste an article, a report, or a presentation, and the tool breaks the content into visual sequences with images and narration. Useful for repurposing existing content.
Runway and Kling AI are video generation tools based on images or text prompts. More creative, more complex, better suited for marketing teams that want original visuals.
For an executive just starting out, Synthesia or Pictory are more than enough.
This kind of tool-based approach is what I cover in my 2 to 3-week AI Governance Sprint, helping leadership teams structure their concrete use cases. Learn more.
Step 3: Write a Script That Fits on One Page
AI generates the video. You provide the content.
A script for a two-minute video is roughly 250 to 300 words. No more. Every sentence should be short, direct, and understandable when spoken aloud.
A practical tip: read your script out loud before pasting it into the tool. If you stumble on a sentence, the avatar will look awkward too. AI does not fix bad writing. It amplifies it.
You can use ChatGPT or Claude to help draft or rephrase the script. It’s a simple and effective use case, as I explained in my guide on using AI in business.
Step 4: Generate, Adjust, Don’t Over-Optimize
Once the script is ready, the generation process takes between 5 and 15 minutes depending on the tool and video length.
What you can adjust: voice, reading pace, subtitles, visual background, language. What you cannot control precisely: avatar micro-expressions, transitions between sequences, perfect lip synchronization.
Accept that the result will be good, not perfect. An internal training video does not need to be a film. It needs to be clear, short, and watchable.
The classic trap: spending three hours perfecting the details of a two-minute video. This is not a cinematic production. It is a communication tool.
Step 5: Build a Process, Not a One-Off Project
Where I see executives waste time is when they treat each video as a unique project. They start from scratch every time.
What works: creating reusable templates. A script template for CEO messages. A visual template for training content. A two-step validation process (script approved before generation).
With that structure in place, producing a video becomes a 30-minute task, not half a day.
This is also what I observe in teams that integrate AI into their communications: the value does not come from the tool, it comes from the process around the tool. For more on this, read my analysis on the 3 pillars of change management.
Pitfalls to Avoid
First pitfall: using a generic avatar without adapting the tone to the audience. A message for your frontline teams does not sound like a message for your board.
Second pitfall: neglecting subtitles. A large share of professional videos is watched without sound. If your subtitles are poorly generated or missing, you lose half your audience.
Third pitfall: ignoring compliance. If you use AI-generated images, voices, or faces in a commercial or regulated context, check the tool’s terms of use and applicable legal obligations in your country. Kaspersky published a study flagging risks linked to AI use in companies in Morocco. Check what guardrails are in place before you deploy.
What You Can Realistically Expect
Teams that adopt these tools with a clear method significantly reduce the time spent producing internal video content. What used to take a full day with an external provider can be done in under an hour internally.
The quality is not that of a professional production. But for 80% of business communication needs, it is more than sufficient.
If you want to structure your AI approach beyond video, request a free diagnostic. We look together at where AI can generate measurable value in your organization, without pilot projects that go nowhere.
FAQ
Do you need technical skills to use these tools?
No. Tools like Synthesia or Pictory are designed for non-technical users. If you can write an email and navigate a website, you can produce a video with AI.
Are these tools available in French and Arabic?
Leading platforms like Synthesia support multiple languages. Check directly on the tool’s website for available languages relevant to your use case, as offerings evolve regularly.
What do these tools cost?
Pricing varies by tool and volume. Synthesia and Pictory both offer monthly subscriptions accessible for small teams, as well as free trial periods. Check their websites directly for current pricing, as it changes regularly.
Can you use your own voice or face?
Yes. Synthesia allows you to create a custom avatar from your image and clone your voice. This requires an initial recording and validation by the tool. It’s a useful option if you want to maintain a personal presence without being physically in front of a camera every time.
Are these videos suitable for professional social networks?
Yes, provided you adapt the format. LinkedIn favors short, subtitled videos with a clear message in the first few seconds. AI tools allow you to export in different formats depending on the target platform.