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I created my business on a main belief: people rely on the video. Or at least, they used to do. Now, I am not sure. Recently, I keep watching more videos that look real but not. Deepfeck. AI-Janit avatars. First, I was influenced by technology. Now, I am worried. If the brands do not function soon, one of the most trust-rich devices in video-marketing may lose its credibility and I believe that this collapse of trust is coming fast as we expect.
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The story begins with why the video works. For years, the brands and audiences attached to the video at the human level. You can see the sound of a founder while talking about their mission. You can see a franchise smile, telling the story of opening a new place. You can feel the passion of a CEO because he described a vision for the future. The video created an emotional relationship as it was real. You admitted what you saw.
The risk is not just that AI video exists, it is that the audience will no longer be able to tell what is real.
Now, that line is blurred. With an indication, an AI model can produce a lamp or a leadership message that looks and seems authentic. But the person on the screen is not real, the voice is not their and the moment has never happened. The risk is not just that AI video exists. This is that the audience will no longer be able to tell what is real. And when they cannot tell, they will stop relying on the whole medium.
I believe the brand will soon face an option. Over the next few years, the audience will demand that the video material be clearly labeled: humans or not. The way we expect to know whether a product is organic or constantly sour, we would like to know if a video was made by a person or algorithm. The brand trust that embrace this transparency will build, brands that will not destroy it.
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But FranchiseWe have always chosen real people to film. No script, no avatar, no green screen. We travel places, hold the franchise in our own environment and document their stories with care. I have filmed the veterans who help in reconstructing their lives and credits franchiseing. Parents who opened business to leave a legacy for their children. Immigrants who create new life through entrepreneurship. The power of these stories comes from their humanity. No AI model can repeat it. Stagnation, tears, laughter – These are not things you can take into existence, they are earned through real experience.
This commitment for authenticity now matters more than ever.
This commitment for authenticity now matters more than ever. As the AI material floods our feed, brands will be wooed to pursue efficiency on the trust. I understand the appeal. The AI-related video is fast and cheaper. But if you lose the trust of your audience, there will be no speed or savings. Faith, once lost, it is almost impossible to regain.
As leaders, we need to set the standard. It clearly begins with labeling material. If a video offers AI-Janit Awaaz or Avatar, say so. If it gives the convenience of a real person, which is shot at the place, then also say this. The more transparent we are, the more we believe. And beyond labeling, we should recommend to tell human stories. Real stories still win, they always live. In the coming years, it will become a competitive advantage. In the world saturated with artificial materials, authenticity will stand out. People want to connect with other people. They want to feel something real, they want to trust what they see.
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The question is not whether AI video will continue to grow – this will happen. The question is whether we, as brand leaders, will have the courage to protect the video powerful in the first place: Truth. If we do not, we risk re -changing one of the most human devices of marketing into another source of doubt.
I believe this is a moment for leadership. Now the brands that work – who lead with honesty, transparency and real stories – will win in a long time. People who follow the shortcut will not do. The video is still the most powerful storytelling tool we have, but only when people believe it.
I created my business on a main belief: people rely on the video. Or at least, they used to do. Now, I am not sure. Recently, I keep watching more videos that look real but not. Deepfeck. AI-Janit avatars. First, I was influenced by technology. Now, I am worried. If the brands do not function soon, one of the most trust-rich devices in video-marketing may lose its credibility and I believe that this collapse of trust is coming fast as we expect.
Related: Consideration of franchise ownership? Start now to find your personal list of franchises that match your lifestyle, interests and budget.
The story begins with why the video works. For years, the brands and audiences attached to the video at the human level. You can see the sound of a founder while talking about their mission. You can see a franchise smile, telling the story of opening a new place. You can feel the passion of a CEO because he described a vision for the future. The video created an emotional relationship as it was real. You admitted what you saw.
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