"A new generation of Gen Z and Y buyers is eschewing traditional search in favor of generative engines that serve them neat insights and information before they ever get to a website. Critically, these AI-powered tools are drawing from a broader set of sources - including social content, transcripts, and multimedia - which makes high-quality, context-rich videomore likely to be incorporated into AI responses and recommendations."
"Marketers have long known the power of video to overcome complex messaging and deliver real emotional engagement, but with its new allure for AI agents, investment in video is on the up. A whopping 78% of B2B marketers now use video, and more than half plan to increase their video investment in the year. Smart thinking, given that over 95% of B2B buyers now engage, in one way or another, with video during their research."
"This shift is matched by trends in media. Online video ad spend is projected to grow by around 11.5 % next year, with dollars increasingly moving toward the video environments of social media (+11%) and connected TV (+14%). But clearly, it's not enough just to lay down the cash. Creating cut-through video that ticks all the boxes for AI discovery and delivers measurable human engagement requires strategic cap"
AI-powered generative engines draw from social content, transcripts, and multimedia, causing Gen Z and Y buyers to bypass traditional search and receive insights before reaching websites. High-quality, context-rich video is more likely to be incorporated into AI responses and recommendations because it can be embedded, indexed, and recommended. Video is rising on B2B content schedules as marketers pursue 'AI availability' through contextual brand storytelling. Video investment is increasing: 78% of B2B marketers use video and over half plan to increase spending. Online video ad spend is forecast to grow, shifting dollars toward social video and connected TV, requiring strategic video creation for discovery and engagement.
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