The Role of Video in Inbound Marketing: Generative AI and Case Studies

In the fast-changing world of digital marketing, video has emerged as the most dynamic and influential channel for inbound strategy. Over the past year, the landscape has evolved radically, driven by two powerful forces: the rapid rise of generative AI in video production and a shift toward thought leadership platforms that harness both technology and authentic, expert-driven storytelling.

Why Video Remains at the Heart of Inbound Marketing

Video content continues to outpace other formats in capturing attention, building trust and converting prospects. In today’s noisy digital environment, brands leverage video not just for product demos or testimonials, but as immersive narratives that connect, educate and inspire. Statistics show that over 90% of marketers call video critical for effective engagement and sales, an all-time high. Short-form video across TikTok, LinkedIn, Instagram and YouTube dominates top-of-funnel discovery. In contrast, deeper, episodic video series and on-demand webcasts nurture audiences for longer-term conversion and advocacy.

Now We Collide sits at the forefront of this transformation, with AI embedded throughout our agency services,  harnessing the rapid advancement of large language and diffusion models for multimodal generative AI, including text, video, image and audio synthesis. This technology delivers remarkably precise, realistic and customizable outputs, ushering in a new era of synthetic media and content creation. Over the last two years, Now We Collide has delivered numerous projects that leverage AI to augment and supercharge the creative and production process with exceptional results. 

The Generative AI Revolution in Video

Over the last 12 months, generative AI has transformed the economics, scalability, and personalisation of video creation:

• Faster, Efficient Production: AI-powered tools automate scriptwriting, editing, voiceovers and even on-screen avatars, enabling teams to produce more content in less time and at a fraction of the historical cost.

• Personalisation at Scale: Marketers can now generate dozens of tailored video versions for distinct audience segments, localising messaging and themes instantly.

• Innovative Content Formats: AI-generated animations, interactive video modules and deepfake-powered explainers break creative barriers, offering brands new ways to stand out.

• Enhanced Analytics: AI enables real-time insight into viewer behaviour, optimising content for maximum impact and retargeting with precision.

Notably, up to half of major ad buyers now use some form of generative AI for video production, with nearly a third of all digital video assets built using these tools.

Case Study: Goodman Group’s “Thought Starters” by Now We Collide. 

When Goodman Group, a global leader in industrial real estate and digital infrastructure, needed to cement its international authority, they faced a familiar challenge: How to turn in-house expertise into industry-shaping conversations that resonate worldwide?

Partnering with Now We Collide, Goodman has developed an integrated thought leadership platform, “Thought Starters”, a global video and digital content series engineered to reframe how senior stakeholders think about technological disruption, AI innovation, supply chain advancement and sustainability.

Key Elements of the Thought Leadership Platform

• External Expert Ecosystem: Moving beyond the traditional model of relying solely on internal executives, “Thought Starters” brings together outside experts, from MIT logistics thought leaders to World Green Building Council directors, creating a rich tapestry of cross-disciplinary insight and amplifying the brand’s positioning at the centre of transformative discussions.

• AI-Driven Production: Leveraging generative AI, the Now We Collide team streamlined video workflows, from automated transcription and translation to dynamic editing and tailored episode recaps. Generative AI tools have enabled personalised video snippets for targeted email campaigns, powered real-time content adaptations for different markets, and facilitated rapid, data-driven editing for global rollouts.

• Multi-Channel Distribution & Measurement: Content is delivered across digital, social, event and partner channels; AI was also used to analyse viewer engagement, results and inform ongoing content strategy and format innovation.

• Scalable, Provable Thought Leadership: The platform’s success is visible in its ability to foster influence and trust, establishing Goodman as not just a participant but a convener of future-defining conversations on AI, infrastructure and business transformation.

Impact

Now in its fifth year, “Thought Starters” has become a globally recognised platform, positioning Goodman as a nexus for innovation and actionable insight and demonstrating how brands can lead industries through curated, AI-fueled video content ecosystems.

The Future: AI-Enabled Video at the Forefront

As generative AI matures, brands like Goodman, with innovative agency partners, will continue to redefine how video shapes industry conversation, thought leadership and inbound marketing success. For companies seeking to drive measurable business outcomes amid constant change, the convergence of video strategy and generative AI represents both a competitive advantage and an imperative. Adding to this momentum is TheBird AI, a dedicated AI creative agency founded by Now We Collide, which empowers clients to collaborate directly with a curated roster of artists and directors to create bespoke AI content tailored to their brand vision and goals.

The fusion of video and generative AI, as seen in the Goodman “Thought Starters” story, marks the next era of inbound marketing: one defined by accessibility, creativity, intelligence, and authentic industry leadership.