THIS WEEK’S BRIEF
The Robots Are Making Video. That's Your Cue to Show Up.
There is a gold rush happening in business video right now and most of it looks exactly like you'd expect a gold rush to look. Rushed. Cheap. Indistinguishable from everything else.
AI-generated video content has flooded every platform. Faceless slideshows with robotic voiceovers. Avatar presenters that almost look human but don't quite get there. Talking head clips where nobody is actually talking and nobody is actually there. It's everywhere, and it's being produced at a scale that would have been unimaginable two years ago.
Guess what? This is the best thing that could have happened for any professional services firm willing to simply put a real person on camera.
When everything looks the same, different wins. And right now, a financial advisor or an attorney who shows up on video, actually on camera, actually speaking, actually saying something specific and useful to the people they serve, looks completely different from the noise. Not because they have a bigger budget. Not because they have a better studio. Because they're a human being and their audience can tell.
This matters more in professional services than anywhere else. Your clients are making significant decisions. They're choosing who to trust with their money, their business, their legal exposure. That decision doesn't get made based on a polished AI avatar. It gets made based on whether someone feels like they know you, whether they've spent enough time with you to believe you understand their situation.
Video does that faster than anything else ever invented. Twenty minutes of watching someone think through a problem out loud, in their own words, with their own perspective, builds more trust than a year of email newsletters and LinkedIn posts combined. But only if there's actually a person there.
The irony is that AI was supposed to make video harder to stand out in. And it has, for the people using AI. For everyone else it has made standing out almost effortless. The contrast between a real conversation and a generated one is not subtle. Audiences feel it immediately even when they can't articulate exactly why.
The firms that figure this out in the next twelve months are going to have a significant head start on everyone who waits. Not because video is new. Because authentic video is becoming rare at exactly the moment when audiences are hungry for it and sophisticated enough to know the difference.
You don't need to produce a lot. You need to produce something real. One honest conversation a month, on camera, about something your clients actually care about, distributed consistently over time, will do more for your firm's visibility than a library full of content nobody made and nobody watched.
The robots are making video. That's your cue to show up.