Subtitles generated in seconds, synthetic voice-over, a set created by AI: artificial intelligence is making its way into corporate video. Should you be wary of it or use it? Both, and above all know what to tell your audience. Here is what really changes in 2026.
What AI does well (and without controversy)
- Editing assistance: sorting rushes, spotting silences, transcribing spoken text.
- Subtitling: an automatic first version, which must absolutely be proofread.
- Cleanup: noise reduction, technical touch-ups.
These uses assist human work without fabricating a false reality. They raise no particular transparency question.
Where you need to think: generated voices and images
A synthetic voice, a generated face, a place that doesn’t exist: here we enter the territory of “synthetic” content. Three precautions are needed:
- Real people: reproducing the voice or face of an employee, an executive or an actor requires their consent, under image rights and personality rights.
- Real products: showing a product as it is not can become a misleading commercial practice.
- Terms of use: read what your tool allows for commercial use.
Transparency: the AI Act timeline
The European AI regulation (AI Act) sets out transparency obligations in its Article 50. They have applied since August 2, 2026, according to the European Commission. The “Digital Omnibus” on AI, which adjusted the timeline, postponed the obligations on high-risk systems, but not Article 50.
In practice, remember three things:
- Interacting with an AI: a person interacting with an AI system (chatbot) must be informed of it, unless it is obvious.
- Content marking: providers of systems generating image, audio or video must mark them in a machine-readable format. Systems already on the market before August 2, 2026 have until December 2, 2026 to comply. This obligation concerns tool publishers first, not your small business.
- Deepfakes: companies that publish image, audio or video content generated or manipulated by AI that resembles real people, objects or places must indicate that it has been artificially generated or manipulated. For an obviously artistic, creative or fictional work, the disclosure can be more discreet, without hindering enjoyment of the work.
The text provides an exception for standard editing functions: adjusting brightness or correcting a sound does not make something a deepfake. In June 2026, the Commission published a code of practice on marking and labeling, voluntary and intended to help players comply.
Tip As soon as an element of your video is AI-generated and could pass for real (a face, a voice, a place), add a clear disclosure, in the video or in its description. It protects your brand and reassures your audience.
Who owns what AI produces?
The question is open. Under French copyright law, protection requires an original creation bearing a human contribution. Content produced almost solely by an AI is not guaranteed to be protected: a competitor might be able to copy it. And the tool’s terms define what you are allowed to do with it. For a visual identity or a brand film, it’s better to use elements whose rights you control.
Why a real shoot keeps its value
| Criterion | Real shoot | Generated content |
|---|---|---|
| Authenticity | Your real premises, real people, real products | Reconstructed, to be flagged if it could pass for real |
| Rights | Standard contracts and authorizations | The tool’s terms, uncertain protection |
| Brand consistency | Controlled light, framing and rhythm | Variable from one generation to the next |
| Speed | More preparation | Fast for tests and mockups |
Your team, your workshop, your product in the light: what AI cannot authentically show is what really exists at your company. It’s also what your customers want to see.
Going further
This article gives general guidance and does not replace legal advice. The AI Act timeline has seen recent adjustments: check the up-to-date dates.
At that dog, the shoot remains the foundation: real lighting, real people, real products. AI can help behind the scenes, on technical tasks, without replacing what gives an image its value. For what’s next, discover 2026 corporate video trends.
The real thing, well filmed
Let’s tell your company’s story with images shot at your premises, and use the right tools in the right place.