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Should You Use AI Generated Videos for Your Brand?

Every week another AI video tool promises to revolutionise your content strategy. But what happens when ecommerce brands actually use them? We looked at platform algorithm changes, consumer trust research and real-world brand backlash to find out.

By SoMe Team

~16 min read

Before you spend another dollar or hour on AI video generation, read this.

Every week another AI video tool promises to revolutionise your content strategy. Generate unlimited videos. No filming required. Scale your brand effortlessly. The pitch sounds great.

Meta certainly thought so. They built an entire app around AI generated content. It was called Vibes. Within weeks, the majority of users had left. Data shows that despite 8.8 million downloads, only around 2 million users came back regularly.

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So what is actually going on? We dug into platform algorithm changes, consumer trust research and real-world case studies to answer the question ecommerce brands keep asking: should I use AI generated videos for my brand?

One important distinction before we dive in. This article is about generative AI video, the tools that fabricate footage from scratch using text prompts, AI avatars and synthetic voices. It is not about using AI to edit, repurpose or optimise real footage you have already filmed. Those are very different things, and the difference matters.

Why Is Your Social Media Feed Full of AI Scam Videos?

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Before we get into the platform data, let us talk about who is actually using AI video right now. Your TikTok feed is probably full of people complaining about AI slop and AI scams. There is a reason those two things go together.

AI generated video has become the tool of choice for scammers. It scales deception. One person can create hundreds of fake product videos, fake testimonials and fake endorsements without ever showing their real face or filming a real product.

Here is how the typical AI video scam works:

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Someone finds a product that looks handmade. Crochet flowers. Dragon bags. Handmade slippers. They source a cheap knockoff from AliExpress and set up a dropshipping store. Then they steal videos from legitimate sellers or generate new ones using AI. They add a sob story. The grandfather's business is closing down. Nobody is buying so they have to shut up shop. They pull on the heartstrings.

They post these videos to TikTok and Instagram. If the sob story does not work fast enough, they buy followers and likes. They put money behind ads. It is a burn fast and hard scheme. The money rolls in until they get banned or mass reported. Then they make new accounts and start again.

This is happening at massive scale. And consumers have noticed. They have been burned. They bought products that looked handmade and received cheap plastic. They trusted sob stories that turned out to be fabricated by AI. Now the moment they detect AI in your video, they assume the worst.

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The Association Problem: Even if you are using your own face and your own products, using AI video puts you in the same bucket as the scammers. Your legitimate brand gets tarred with the same brush as dropshipping fraudsters.

Why Are Big Tech Companies Betting on AI Video Tools?

Here is something most brands miss. The same platforms that penalise AI content are also building their own AI video tools. TikTok's parent company ByteDance is developing AI video models. Meta has Llama and Movie Gen. Google has Veo. Why would they do this?

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Because they are betting on AI being the future. Big tech is disconnected from what users actually want. They see the technology potential and assume consumers will follow. But users are leaving. People are sick of synthetic content flooding their feeds.

The platforms do not want you using third-party AI models. They want to control the AI video ecosystem. They want to know exactly what is AI generated and what is not. They want to be able to label it, track it and suppress it when needed. And they want the revenue from selling AI tools while simultaneously penalising brands that use other AI tools.

This creates a trap for ecommerce brands. Use AI video and the platforms will suppress your reach. Use their AI video tools and your content gets labelled as synthetic, which consumers increasingly distrust.

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Even ByteDance is facing problems. They recently suspended the launch of their video AI model after copyright disputes. Using these AI models opens your brand up to legal risk. The copyright issues around AI training data are far from resolved.

Why Is Pinterest Letting Users Filter Out AI Content?

Pinterest was bleeding users. People were leaving because their feeds were flooded with AI generated images. The platform's response? Let users filter out AI content.

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In October 2025, Pinterest rolled out new controls that let users reduce the visibility of AI generated content in their feeds. The feature specifically targets categories like beauty, art, fashion and home decor, the exact categories where ecommerce brands operate.

This is a massive signal. Pinterest looked at user behaviour and decided that the best way to keep users on the platform was to give them tools to avoid AI content. If users wanted AI content, Pinterest would not have built these filters.

The platform now applies 'Gen AI' labels to any image made or modified with generative AI tools. Their system scans metadata and uses AI classifiers to detect even small AI-driven changes. Every AI image gets flagged. Users can then choose to see fewer of them.

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For ecommerce brands, this means your AI generated product images and videos are being actively filtered out by the users most likely to buy from you.

How Does TikTok's Algorithm Penalise AI Generated Videos?

TikTok has become the primary discovery platform for ecommerce brands. Its algorithm determines whether your content reaches thousands or millions. And that algorithm has been explicitly trained to identify and suppress AI generated content.

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TikTok introduced mandatory labelling requirements for AI generated content. But the platform went further than disclosure. It fundamentally changed how synthetic content gets distributed.

Analysis of TikTok's AI content policies shows that completely AI-generated videos experience up to 73% reach suppression within 48 hours of detection. If TikTok labels your content as AI after you post it without disclosure, you receive an immediate strike and your reach gets crushed.

AI content also generates 67% fewer meaningful comments compared to authentic content. This matters because TikTok's algorithm weights engagement heavily. Content that generates discussion gets a 3x algorithmic boost compared to videos with only likes. AI content rarely generates that discussion.

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TikTok is also letting users choose how much AI generated content they want to see. Just like Pinterest, they are giving users tools to filter out the synthetic slop.

Between April and June 2025, TikTok removed more than 189 million videos and banned more than 108 million accounts. The platform is cracking down hard on low quality content, and AI generated videos are a prime target.

Why Is YouTube Demonetising AI Generated Videos?

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YouTube has taken an even harder stance. In July 2025, YouTube updated its monetisation policies to crack down on AI generated content. Videos composed solely of text-to-video AI clips, automated voiceovers over stock images, or channels posting large quantities of low-effort AI material are getting cut off from ad revenue.

YouTube renamed its 'repetitious content' policy to 'inauthentic content' and made the definitions clearer. Content that is mass-produced, repetitive, or lacks original insight is now explicitly demonetised. This especially targets videos relying on AI narration without human context.

The platform is clear about what they want: 'You can use AI on YouTube, but it must be part of a creative process, not the entire process. Think of AI as an assistant, not the creator. If your video is 100% AI and does not include human storytelling, editing, or perspective, it is likely ineligible for monetisation.'

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Violations are judged at the channel level. If you have even a few inauthentic videos on your channel, YouTube may remove monetisation from your entire channel. One channel with over 83,000 subscribers was removed entirely after posting AI-generated videos that presented fiction as fact.

For ecommerce brands using YouTube for product content, this creates a direct financial penalty. AI generated product videos cost you monetisation revenue and algorithmic reach.

Why Is Instagram Shifting Toward Raw, Authentic Content?

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Instagram head Adam Mosseri made a significant announcement at the end of 2025. Instagram will prioritise 'raw, real human content' over AI-generated material throughout 2026.

Mosseri stated: 'Everything that made creators matter, the ability to be real, to connect, to have a voice that could not be faked, is now suddenly accessible to anyone with the right tools. The feeds are starting to fill up with synthetic everything.'

The platform is experiencing what some call an AI slop crisis. Low-quality AI generated content is overwhelming feeds and diluting genuine interactions. Users are threatening to leave if changes are not made.

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Instagram now applies engagement penalties that can reduce reach by up to 80% for purely AI-generated posts. Creators who fail to disclose AI usage face warnings, temporary reach limitations, or permanent suppression of their content's visibility.

Mosseri also predicted a broader shift: 'We are going to see a significant acceleration of a more raw aesthetic over the next few years.' In his words, 'In a world where everything can be perfected, imperfection becomes a signal.'

If Instagram's own head is saying this publicly, it is worth paying attention. The direction of travel is clear, even if the full picture is still forming.

What Happened When Levi's and Mango Used AI Models?

The reputational damage from AI content is not theoretical. Major brands have already faced severe backlash.

In March 2023, Levi's announced a partnership with AI model company Lalaland.ai to create AI generated models for their website. The stated goal was to 'increase diversity' in their marketing imagery. The backlash was immediate.

Black models publicly criticised the decision as exacerbating diversity issues rather than solving them
Critics called it 'lazy' and accused Levi's of cheapening diversity by using fake models instead of hiring real diverse talent
The story was covered by NBC News, The Guardian, BBC and major fashion publications
Levi's was forced to issue a clarification stating the AI was 'not a substitute for real action' on diversity

Mango faced similar criticism for replacing human models with AI generated avatars in their advertising campaigns. Consumers criticised the brand for false advertising, saying AI models do not show how clothes will actually fit on real bodies. Others accused Mango of denying human models jobs by replacing them with AI.

The internet never forgets. When brands get exposed for using AI content, the backlash is severe and permanent. One viral 'brand uses fake people' post can undo years of trust-building.

How Do Customers React When They Spot AI Generated Brand Videos?

Here is a scenario that should worry you.

Imagine someone really likes your video and sends it to a friend. Score! Word of mouth marketing. Exactly what you want.

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But what if that friend turns around and says 'that is AI generated'. That person who shared your video is now going to be embarrassed. They feel foolish that they could not tell the difference. They are mortified they shared something fake thinking it was real.

That person is never going to buy from you again. And they are never going to recommend your videos to anyone else. You have not just lost one customer. You have lost the entire network of recommendations they would have made.

Even if most people cannot tell immediately, there are always people who can. The AI detection accounts. The people who have been burned before and now look closely. They will download your video, comment on it, call it out publicly. You lose control of the narrative.

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There is a deeper problem too. When a customer spots AI generated video on your brand's page, the question they ask is not 'why did they use AI for this video?' It is 'if they are cutting corners on their marketing, what else are they cutting corners on?' The AI video becomes a proxy for how much you care about your product, your customers and your brand. It signals laziness at best and deception at worst.

And people are only going to get better at spotting AI. What fools them today will be obvious to them in six months. Your content library becomes a liability.

Does AI Video Actually Save Ecommerce Brands Time and Money?

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The pitch for AI video tools is always about saving time. Generate videos in minutes instead of hours. No filming required. No editing. Just prompt and publish.

But here is the reality. It takes time to prompt these tools properly. You go through iteration after iteration trying to get something usable. You tweak the prompt, regenerate, tweak again. The 'perfect video in seconds' marketing is a lie.

And what you end up with is generic. Soulless. It looks like everything else being pumped out by these tools. There is no personality. No authenticity. Nothing that makes your brand stand out.

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For some audiences, generic content might be fine. If you are making background music playlists or stock footage compilations, maybe AI works. But for ecommerce? For building a brand that people trust and want to buy from? Generic and soulless is the opposite of what you need.

The time you 'save' on production you lose on reduced reach, lower engagement, and fewer conversions. It is a false economy.

What Are the Legal Risks of AI Generated Video for Brands?

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There is another risk most brands do not consider: legal exposure.

AI video models are trained on copyrighted content. The lawsuits are already happening. When you use these tools, you may be generating content that infringes on someone else's intellectual property. The legal landscape is evolving rapidly and not in AI's favour.

ByteDance recently suspended the launch of their video AI model after copyright disputes. If even the biggest tech companies are running into these issues, what makes you think your brand is protected?

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There is also the question of misinformation. Depending on your jurisdiction, using AI to create content that misleads consumers could breach consumer protection laws. If your AI generated video misrepresents your product, even unintentionally, you could face regulatory action.

AI content that depicts fake scenarios, fake testimonials or fake endorsements is already being targeted by regulators. The Federal Trade Commission has made clear that deceptive AI practices will be prosecuted. Do you want your brand caught in that net?

What Should Ecommerce Brands Do Instead of AI Generated Videos?

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Here is the good news. The answer is not to abandon AI entirely. It is to use it differently.

There is a world of difference between AI that fabricates content from nothing and AI that helps you do more with what you already have. Most ecommerce brands are sitting on hours of unused footage. Product shots. Behind-the-scenes content. Customer testimonials. Founder videos. The problem is not a lack of authentic content. It is a lack of systems to repurpose and distribute that content efficiently.

This is where AI actually shines, not replacing human creativity but amplifying it. Using AI to edit, format, caption and distribute real footage keeps everything authentic. Your face stays your face. Your product stays your product. The AI just helps you get it in front of more people, faster.

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The brands winning on video right now are not using AI avatars. They are building systems to maximise the value of their authentic footage. One product shoot becomes twenty pieces of content. One customer testimonial becomes a month of social proof. One founder video becomes an entire campaign.

Repurpose existing footage across multiple formats and platforms automatically
Extract short-form clips from long-form content for maximum reach
Add captions, music and platform-native formatting without reshooting
Schedule and distribute content consistently without constant manual effort
Keep every frame authentic while scaling video output

This is exactly what SoMe was built to do. Our platform uses AI to help you edit, repurpose and distribute your real footage across every platform. You stay human. Your content stays authentic. And you get the scale that generative AI video promises but cannot deliver without the trust cost.

What Does AI Video Mean for Long-Term Brand Building?

This is the question worth sitting with.

AI video can produce content quickly. But as we have seen, quick content and lasting content are rarely the same thing. The platforms are tightening. Consumers are getting sharper. And the brands that leaned into AI early are already dealing with the fallout.

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If you are building something that needs to earn trust over time, the evidence points in one direction. Your audience will eventually spot what is real and what is not. Competitors using authentic content will build deeper connections. And platform algorithms are only going to get more aggressive about suppressing synthetic media.

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The pattern is hard to ignore. Every platform is moving in the same direction: towards authenticity and away from synthetic content. The question is whether your brand moves with them.

Consider your target market too. Some audiences are more tolerant of AI content than others. Twitter users might scroll past synthetic content without caring. But ecommerce customers making purchase decisions? They care deeply about authenticity. They want to know the person behind the product is real. They want to trust that what they see is what they will get.

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Adam Mosseri said it himself: imperfection is now a signal of authenticity. In a world where anything can be generated, the rough edges are what tell your audience a real person made this.

The question was never really 'should I use AI?' It was 'what kind of AI should I use?' Generative AI fabricates. The right AI amplifies what is already real. The brands figuring out how to make authenticity scale, using AI as an engine behind their real content rather than a replacement for it, are the ones worth watching.

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