If you’ve spent more than 5 minutes in marketing, you’ll know that there are two costs involved in making a video: the actual cost and the opportunity cost.
Marketing teams are always looking for ways to do more with less, so a lot are eyeing AI video tools that promise to whip up marketing videos in minutes for a fraction of the usual cost. On the surface, cranking out an explainer video with artificial intelligence sounds like a bargain. Why hire a full production crew or an agency when you can just type in a script and let the computer do the rest? AI video generators are quick, cheap, and increasingly clever, a tempting shortcut for a busy (or budget-strapped) marketer. But before you pat yourself on the back for saving a few quid, it’s worth asking: what is the true cost of using AI-made videos in your marketing?
Lost Opportunity Cost
The lost opportunity cost is the value of what you could have done, but didn’t, because you chose something else instead. For example, imagine you’re on holiday with your wife and you’re looking for somewhere to eat. You walk past a few gorgeous looking local restaurants serving fresh local food, with beautiful scenic views and a bustling atmosphere, but you choose to grab a McDonalds instead because it’s quick and cheap. You’ve saved a bit of money, but lost out on an experience and memories that would have lasted a lifetime. You’ve properly annoyed your wife too. Overall a bad choice.
In practice, the “easy” option can turn into a classic case of being penny-wise and pound-foolish. Sure, you might save money upfront by avoiding professional production fees, but you could be paying a much higher price in lost time, weaker results, and missed business.
It’s not about money you spent. It’s about the potential you missed.
In marketing (and especially video), lost opportunity cost often shows up like this:
- You saved money by using a cheap AI tool, but lost out on engagement because the content was generic.
- You rushed something out quickly, but missed the chance to tell a story that could’ve actually moved people to act.
- You picked the lowest bidder, but the final product didn’t resonate, so it didn’t convert.
It’s the hidden price of playing it safe, cutting corners, or choosing what’s easy over what’s effective.
And the painful part? You usually only realise the cost once the opportunity’s gone. When you’re back in your hotel room and your wife isn’t talking to you.
In this article, we’ll explore why relying on AI to create your marketing videos might actually cost more than it saves, and why serious, results-driven professionals still turn to human expertise for videos that truly deliver ROI.
AI technology lowers the barrier to entry for video content. Small businesses that never had the budget for slick video marketing can suddenly create videos with AI avatars or stock animations narrating their message. It feels like the playing field is levelling, allowing anyone to produce video content without calling in the pros. In short, AI promises video quick and on the cheap, and for cash-strapped teams that’s an enticing proposition.
However, as with anything that sounds too good to be true, there are catches. Marketers must remember that cost isn’t just what you pay out of your wallet, it’s also what you might be giving up.
The Hidden Costs of AI Video
Choosing AI over a human production team might save money upfront, but it can introduce hidden costs that aren’t immediately obvious. These often end up outweighing the apparent savings. Before you jump on the AI bandwagon, consider some of the potential downsides:
Time Sink and Learning Curve
AI tools might automate a lot, but they aren’t push-button magic. You (or your team) will spend time learning the software, crafting or tweaking the script, and fiddling with settings to get things just right. Every hour you spend wrestling with an AI video generator is an hour you’re not spending on strategy, customer outreach, or other high-value work. Your time has value, effectively a cost.
Inflexible Edits and Revisions
When working with AI video, making changes can be tricky and frustrating. Say you don’t like how a scene turned out, with many AI tools, you might have to regenerate the whole segment and hope for a better result. By contrast, a human editor or animator can tweak specific details on demand.
Generic Content and Creative Limits
AI videos are often built from templates or a library of pre-made assets. The result can be generic visuals and robotic narration that lack the spark of a truly customised piece. Your brand has a unique voice and story, and a cookie-cutter video risks coming off as bland or even off-brand.
Quality and Viewer Engagement
Low-budget AI videos can suffer in quality, whether it’s awkward animation, jarring voice synthesis, or the subtle polish that’s missing. Viewers notice. In fact, 91% of consumers say video quality impacts their trust in a brand, according to a recent survey by Brightcove.
Brand Perception and Trust
A cheap-looking video can actively harm your brand image. 62% of consumers are more likely to have a negative perception of a brand after watching a poor-quality video. Even worse, 60% said they would not engage with a brand whose video was of poor quality.
Authenticity and Human Connection
Some viewers will instantly disengage if they even get a whiff something is AI generated (I know I do!). Many AI videos feature animated avatars or synthesised voiceovers. They might get the information across, but do they connect with viewers? A 2024 study found that 87% of viewers prefer to see a real person in videos rather than an AI avatar.
All of these factors: time spent, reduced flexibility, lower engagement, damage to brand trust, are hidden costs. And when added up, they can easily eclipse the savings you made upfront.
Cheap Video, Expensive Losses
Marketing is about results. If your video doesn’t get watched, remembered or acted on, then it hasn’t done its job. That’s where the opportunity cost comes in.
Let’s say you use a cheap AI video to explain a new product. It costs £100 to make and gets 100 views and no leads. Alternatively, a professionally made video from Mooviemakers might cost £1,000 but gets 1,000 views and converts at a far higher rate. Which one actually costs more when you look at return on investment?
Studies show that 93% of marketers report a positive ROI from professionally made video content. A good explainer video works across channels – your website, social media, email, sales decks. It’s a reusable asset. A poor one gets retired quickly.
Why Human-Crafted Video Wins
When you hire professionals, you’re not just paying for a final file. You’re paying for:
- Strategic planning
- Storytelling that fits your brand
- High production quality
- Efficient process
- Flexibility for changes
- Measurable performance
And crucially, you’re buying confidence that the thing you’re putting in front of your audience is actually going to work.
At Mooviemakers, we offer fixed pricing and fast delivery. No waffle, no vague quotes. Just creative marketing videos made to work hard for your business. And if you’re not sure where to start, get in touch – we’ll help you figure out exactly what kind of video will suit your goals.
In short, don’t be the person who saves £200 on a video only to lose £20,000 in leads. That’s the true cost of AI video. And it’s not one you can afford to ignore.(https://www.mooviemakers.co.uk/)”, “our pricing page“, and “get in touch“]
