How we use AI at Explainer

Artificial intelligence (AI) is on everyone’s mind. As a video agency, we’d be fools not to embrace the technology. Here’s how we work with AI at Explainer.

As much as we enjoy experimenting with AI, successful productions still depend on creativity, storytelling, and human expertise. We’re the ones developing concepts, writing scripts, pitching ideas, filming footage, and editing the result. AI can support that process, but it doesn’t replace it.

For us, AI is a tool that supports our production process. We’re constantly expanding our toolkit – whether it’s hardware, software, or new ways of working – and AI is one of those tools.

We’ve produced several videos using AI-generated content, either as short sequences or as a larger part of the final production. For example, we helped Uniper create a campaign showing how electricity is “Sweden’s invisible hero” using AI-generated video clips.

AI voiceovers are also becoming increasingly popular. They give clients greater flexibility, allowing voiceovers to be updated or refined without having to wait for a specific voice actor’s availability.

Working with AI requires a great deal of prompting, experimentation, and creative direction. Through hands-on experience, we’ve learned both the possibilities and the current limitations of the technology. For video production, this means we can work more efficiently and often reduce the time from initial idea to finished video.

Right now, generative AI still feels a bit like the Wild West. But with new opportunities come new responsibilities. As regulations such as the EU AI Act begin to take shape, we make sure to clearly disclose when AI-generated content has been used in a production.

Curious to see what we can create, with or without AI? We’d love to hear from you!