The question is no longer whether AI can generate video. The question is what that video sells, and in Germany a second question comes with it: what has to be disclosed.

What AI handles today

  • Product images, backgrounds, colour variants.
  • Voiceover and subtitles, now usable in German as well.
  • Format adaptations and recuts from existing material.
  • Fast message tests before actual production.

What it cannot sell

Experience. A generated video has never used the product. In categories where the purchase decision rests on trust, meaning supplements, cosmetics, finance, children's products, precisely what triggers the purchase is missing.

Why disclosure is a legal question here

Advertising that misleads about its nature or its origin is contestable in Germany. A generated face presented as a real customer's testimonial is not a matter of style, it is a risk of a warning letter and reputational damage. The practical rule: if the viewer would feel deceived on learning the origin, the origin belongs on screen.

The combination that works

The real creator handles face, voice and product use. AI handles inserts, format variants, subtitles and language versions. Credibility stays human and multiplication becomes cheap.

The deciding criterion

If the video has to show that a person trusts the product, you need a person. If it has to show how something works or looks, AI can carry much of it.

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Frequently asked questions

Does AI replace creators?

Not where trust carries the purchase decision.

Does AI have to be disclosed?

If it could be taken for a real person, yes.

Where does AI help most?

Formats, subtitles, inserts, tests.

What is the best model?

Hybrid: human face, automated multiplication.