I’m thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has helped countless businesses craft campaigns that attract and nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers a unique perspective on how the rapid advancements in AI video technology are reshaping content strategies and brand protection in the communications landscape. In our conversation, we dive into the implications of AI-generated videos on social platforms, the enduring value of human-created content, and the critical steps companies must take to safeguard their identities in this evolving digital era.
How do you see the rapid advancements in AI video technology shaping the way businesses approach content creation today?
The speed at which AI video tech is evolving is honestly staggering. Tools are becoming more accessible, allowing businesses to create polished, engaging content in a fraction of the time. This is a game-changer for smaller teams or those with tight budgets, as it levels the playing field. However, it also means the market is getting flooded with synthetic content, so businesses need to think harder about how to stand out. It’s pushing companies to focus on storytelling that feels personal and authentic, even if they’re using AI tools to streamline production.
What impact do you think emerging AI video tools are having on how audiences engage with content on social platforms?
These tools are definitely changing the game by making content more dynamic and visually captivating. Audiences are drawn to flashy, entertaining videos, and AI makes it easier to deliver that at scale. But there’s a flip side—people are starting to prioritize fun over authenticity. They’re less concerned with whether something is “real” and more focused on whether it grabs their attention. For businesses, this means they’ve got to balance eye-catching AI-generated visuals with content that still feels relatable and trustworthy.
Do you think social platforms might start favoring AI-generated content over human-made content in their algorithms anytime soon?
I don’t think we’re there yet. Right now, AI-generated content is more of a novelty or a separate feature on most platforms, not fully integrated into the main feeds that drive engagement. Human-created content still tends to resonate more deeply, especially for viral trends. Platforms know this and are likely to keep prioritizing what users value most. But if AI content starts driving comparable engagement, we could see a shift. For now, it’s more about innovation than dominance.
How can communications teams adapt their strategies to stay competitive in a world where AI-generated videos are becoming more common?
First, they need to embrace AI as a tool, not a threat. It’s great for rapid prototyping or churning out high-volume content. But the real strategy lies in blending that efficiency with human creativity. Teams should focus on crafting narratives that connect emotionally—something AI can’t fully replicate yet. Also, doubling down on user-generated content can help, as it often feels more genuine and tends to perform better in social feeds. It’s about using AI to enhance, not replace, the human touch.
What do you see as the biggest hurdle for agencies trying to stand out against an endless flood of synthetic videos on social media?
The sheer volume is the biggest challenge. When anyone can create slick videos with a few clicks, the noise level skyrockets. Agencies have to fight to cut through that clutter, and it’s tough when synthetic content is often cheaper and faster to produce. The key hurdle is maintaining a distinct voice and value proposition. Agencies need to prove that their work—rooted in strategy, research, and real human insight—delivers results that generic AI content can’t match.
Why do you think audiences still gravitate toward human-created content, especially for viral moments, despite the rise of AI tools?
It comes down to relatability. Human-created content, especially from everyday users, feels raw and real in a way that AI often can’t replicate. Viral trends thrive on emotion and shared experience—think of a funny, unpolished video from a real person. That’s hard for AI to mimic authentically. Data backs this up too; user-generated content consistently drives higher engagement in social campaigns because people trust and connect with other people more than polished, synthetic creations.
How can communications leaders make a strong case to stakeholders for continuing to invest in human-produced, fact-checked content?
It’s all about showing the impact. Leaders need to present clear data demonstrating that human-focused content drives better engagement, builds trust, and fosters loyalty—metrics like click-through rates, shares, and time spent on content. They should highlight case studies where authentic, fact-checked content outperformed synthetic alternatives. It’s also about emphasizing long-term brand value. Trust is harder to rebuild than it is to maintain, and human content is still the best way to establish credibility with audiences.
With synthetic videos becoming so easy to produce, what immediate actions can companies take to shield their brand from risks like deepfakes?
Companies need to act proactively by setting up robust monitoring systems to track how their brand is being represented online. They should define clear guidelines on acceptable use of their identity and invest in tools that can detect unauthorized or manipulated content. Internally, creating a dedicated team to oversee AI-related risks is crucial. Externally, partnering with legal experts to enforce intellectual property rights can help mitigate damage from deepfakes before they spiral out of control.
What kind of internal structures or processes should brands establish to manage how their identity is portrayed in the age of AI?
Brands should form cross-functional committees that include legal, marketing, and IT experts to define policies around AI use and brand representation. These groups can set rules on how the brand’s image, voice, or messaging can be used, both internally and by third parties. Regular training for employees on spotting and reporting misuse is also key. Plus, having a crisis response plan in place ensures the team can act swiftly if a deepfake or unauthorized content surfaces.
How can brands and agencies collaborate to protect not only their intellectual property but also individual privacy from AI misuse?
Collaboration is essential. Brands and agencies can work together to establish shared standards for ethical AI use, like agreeing not to use personal likenesses without consent. They can pool resources to invest in monitoring tools that flag deepfakes or privacy violations. Advocating for industry-wide guidelines is also important—supporting initiatives that protect both business IP and individual rights creates a safer digital space for everyone. It’s about building trust at every level.
What role should industry organizations play in regulating AI video content and addressing potential misuse?
Industry organizations have a critical role in setting standards and pushing for accountability. They can develop frameworks for ethical AI use, advocate for regulations that prevent misuse like deepfakes, and provide resources for companies to stay compliant. They should also act as watchdogs, calling out bad actors and fostering collaboration among businesses to share best practices. Their influence can help shape a balanced approach where innovation thrives without sacrificing trust or safety.
Do you think brands can strike a balance between leveraging AI video innovation and maintaining authenticity in their messaging?
Absolutely, but it takes intentionality. Brands can use AI to handle repetitive tasks or create visually stunning content, but they should always infuse it with human elements—real stories, emotions, or customer voices. Transparency helps too; being upfront about using AI in content creation can build trust. The goal is to let AI amplify creativity, not define it. When done right, it’s a powerful combo that feels both cutting-edge and genuine.
How can communications teams ensure their legitimate content stands out from AI-generated fakes in the eyes of their audience?
It starts with building a strong, recognizable brand voice that’s hard to replicate. Consistency in tone, visuals, and values helps audiences know what’s authentically yours. Watermarking or digitally signing content can also provide a layer of verification. Engaging directly with your audience through live interactions or behind-the-scenes content adds a human element that AI can’t fake. Ultimately, it’s about fostering trust so your audience instinctively knows the real deal when they see it.
What’s your forecast for the future of AI video technology in the communications and branding space?
I think we’re just scratching the surface. AI video tech will keep getting more sophisticated, making content creation faster and more personalized. We’ll likely see hyper-targeted campaigns where videos adapt to individual viewer preferences in real-time. But as this grows, so will the need for regulation and trust-building measures. Brands that master the balance of using AI for efficiency while prioritizing authenticity will lead the pack. It’s going to be an exciting, challenging space to watch over the next few years.
