Business video production is no longer just about lights, cameras, and action. It’s evolving at an unprecedented pace, driven by technological advancements and the relentless quest for innovation. Regardless of size, companies consistently seek more engaging, interactive, and captivating methods to communicate with their audience. 

Video production agencies have swiftly adjusted their strategies to ride the tide of these revolutionary shifts in the video production landscape, says Jana Stackhouse, Head of Production at Archipelago Productions in Toronto. So, you might want to familiarize yourself with the emerging trends, which promise not only to transform the industry but to redefine it entirely.

Harnessing The Power Of Artificial Intelligence

You’ve probably heard about the invasion of artificial intelligence in various sectors, but did you know it’s dramatically reshaping video production? AI simplifies complex tasks, allowing quicker turnarounds and more personalized content.

  • Content Customization

Content customization is an emerging trend in business video production that leverages the power of AI to analyze viewers’ preferences and adjust content accordingly. With this technology, businesses can cater to different segments of their audience more effectively. For example, if a certain section of the audience prefers animated explainer videos, while another segment prefers live-action content, AI can intelligently segment and target these groups with the appropriate content. 

  • Video Editing

Video editing has been revolutionized by AI-driven tools that are capable of analyzing hours of footage and automatically identifying the most impactful scenes. This advanced technology eliminates the need for manual searching and sifting through large amounts of footage, saving time and effort. Using AI to extract the most captivating moments, the final edited video becomes more concise, engaging, and attention-grabbing. This streamlined process enhances the efficiency of video production. It ensures that the result is of top-notch quality, capturing viewers’ attention and delivering a compelling message.

Virtual Reality: A New Realm Of Engagement

Virtual reality isn’t the future; it’s the present. With VR, businesses can offer an immersive experience that’s difficult to achieve through traditional media.

  • Training And Onboarding

The traditional approach to training and onboarding, which involves watching instructional videos, has been transformed by integrating VR technology. Instead of passively watching a training video, employees can now immerse themselves in a virtual world and gain hands-on experience. This interactive and engaging learning process not only captures employees’ attention but also enhances training’s effectiveness. By allowing employees to practice tasks and scenarios in a virtual environment, they can develop their skills, make mistakes without real-world consequences, and gain valuable experience. 

  • Interactive Tours

To enhance the customer experience and education, various industries, such as real estate firms, educational institutions, and retailers, have turned to VR technology to offer interactive tours. This way, potential customers and students can explore and experience places without the need to be physically present. These interactive tours allow users to navigate virtual environments, providing a realistic sense of the space, layout, and ambiance.

Whether prospective buyers are checking out homes, students are exploring campuses, or customers are browsing retail spaces, VR-based interactive tours provide an immersive and engaging way to get a genuine feel for a place.

Beyond The Screen: Augmented Reality And Mixed Reality

If VR immerses you in a new world, augmented reality (AR) and mixed reality (MR) bring digital elements to your current environment. This trend takes interactivity to a whole new level.

  • Product Demos

Retailers use AR to improve product demos and boost conversion rates. With this technology, customers can point their mobile devices or tablets at a space and superimpose virtually rendered product images—like a new sofa—in their actual environment. This provides a realistic overview of how the product would fit in the specific space, allowing customers to make a more informed purchase decision. 

By introducing AR-based product demos, retailers are enhancing their marketing strategies and elevating their customer experience.  These provide a more engaging and interactive way for customers to visualize the products on offer, leading to a higher conversion rate, decreased product returns, and increased customer satisfaction.

  • Enhanced Live Events

MR technology is revolutionizing live events, be it concerts or conferences, by overlaying digital information onto the real world, enhancing the viewer’s experience. Through this, additional elements such as statistics, bios, or background stories can seamlessly integrate into the live event, offering the audience a more immersive and informative experience. 

For instance, MR can display real-time song lyrics or artist information on a screen during a concert. At the same time, the performance takes place, enriching the connection between the audience and the performers. Similarly, in conferences, MR can augment presentations with relevant data, speaker bios, or context-specific information in real-time, making the event more engaging and interactive for attendees. 

Personalization At Scale With Dynamic Video Content

Your audience no longer wants generic content. They’re seeking personal connections, and dynamic video content delivers just that.

  • Tailored Storytelling

Dynamic video is an innovative technology that’s changing how we tell stories. In this approach, content creators tailor their storytelling based on the viewer’s preferences, behavior, or past interactions by utilizing data such as location, search history, and viewing habits. In a nutshell, dynamic videos can create highly personalized and relevant content.

For instance, a news outlet may show a different video segment to viewers based on their location. At the same time, a streaming platform might suggest different movies based on a user’s viewing history. 

  • Data-Driven Insights

Data-driven insights have become valuable in optimizing the viewer experience through dynamic videos. Rather than relying on guesswork, content creators can leverage the abundance of available data to deeply understand their audience’s behavior, preferences, and feedback. By analyzing this information, dynamic videos can be precisely tailored to provide the most engaging experience for each viewer. 

For example, by tracking viewer interactions, content creators can identify patterns and trends that help them create personalized recommendations or adjust the content in real-time. This data-driven approach enhances viewer satisfaction and allows content creators to make data-backed decisions, improving the overall effectiveness and impact of their dynamic videos.

360-Degree Videos: Offering A Holistic View

Traditional videos have boundaries, but with 360-degree videos, those boundaries vanish. This trend allows viewers to control what they want to see and from which angle.

  • Virtual Site Visits

Especially useful for travel and tourism businesses, potential tourists can get a full view of a destination before booking.

  • Behind-The-Scene Looks

Brands can offer a complete look at events, manufacturing processes, or any other area of interest, fostering transparency and trust.

As you navigate these trends, remember to ensure that the technology serves the story, not vice versa. Using AI, VR, AR, or any other emerging tech should always aim to better engage, inform, and connect with your audience.


Business video production is expanding, encompassing tools and trends once deemed futuristic. As you embrace these shifts, focus on the core objective: creating meaningful connections with your audience. Whether through AI-driven customization or an immersive VR experience, prioritize authenticity and engagement to harness these revolutionary trends’ potential.