Don't Get Us Wrong: Video Still Dominates Traffic
Video hasn't vanished; it's everywhere. Yet growth has slowed as users grapple with endless streams and authenticity doubts.
| Year | Global Video Traffic Share | Avg. Weekly Viewing (Hours) | Businesses Using Video for Marketing |
|---|---|---|---|
| 2020 | ~80–85% | ~16–19 | ~85% |
| 2023 | ~80–82% | ~17–19 | 91% |
| 2025 | 82–82.5% | ~17 | 89% |
Sources: DemandSage 2025, Wyzowl 2025, Sandvine 2023 (trends extended), Cisco projections.
Businesses still rely heavily on video—89% use it for marketing in 2025—but consumers increasingly demand authenticity amid synthetic content concerns.
AI's Meteoric Rise: From Niche to Necessity
AI crossed the "everyone needs it" threshold around 2023–2024. Adoption exploded, making it the new digital powerhouse.
| Year | Adoption Rate | Key Notes |
|---|---|---|
| 2020 | ~20–50% | Early experimentation phase |
| 2023 | ~55% | Generative AI emergence |
| 2025 | 72–78% | Mainstream; 71% using gen AI in functions |
Sources: Stanford AI Index 2025, McKinsey 2025, G2 Learn 2025.
This isn't hype—it's transforming industries, including video itself.
AI Revolutionizing Video Production
AI hasn't killed video; it's democratized it, but at the cost of exclusivity and perceived value for premium human work.
| Period | Usage Rate | Reported Benefits |
|---|---|---|
| 2023–2024 | 18–51% | Early adoption |
| 2025 | 41–75% (tools in process) | Time savings 50%+, cost reduction up to 60% |
Sources: Wistia 2025, Zebracat 2025, various industry surveys.
While empowering, this ease floods the market with content, diluting standout value for custom, human-crafted work.
The Trust Erosion: Deepfakes and the Reality Crisis
Here's the killer: AI's dark side has shattered trust. When everything could be fake, video loses its edge.
| Year | Deepfake Files (est.) | Increase / Incidents |
|---|---|---|
| 2023 | ~500,000 | 10x from 2022; fraud attempts +3,000% |
| 2025 | ~8 million (projected) | Incidents up 257%+ in 2024; Q1 2025 already > full 2024 |
Sources: DeepStrike 2025, Keepnet 2025, various fraud reports.
This distrust makes video's traditional "win" feel hollow now—authenticity is the new premium.
The New Reality: Both Are Winners, Both Are Challengers
Neither technology is truly a "loser" or "winner" in isolation. The real story is their interconnection:
- Video remains king of engagement, but trust issues and AI saturation complicate ROI.
- AI is the ascendant powerhouse, transforming production and questioning authenticity.
- Together, they redefine value: Human-crafted authenticity + AI efficiency = the new competitive edge.
Businesses must adapt: leverage AI's speed and cost savings while investing in authenticity markers—human storytelling, verified content, transparent processes—to stand out in an oversaturated, skeptical market.