As part of our white paper ‘The vision of 25 digital marketers for 2025,’ we asked video expert Roel De Cock for his vision for 2025 and some practical tips he would give to readers. You can read his response below.

Who is Roel de Cock?
Roel De Cock is a creative director at Conci, an online video agency which helps to create inspiring videos for brands. The focus on stories that feel real and authentic has been the focus of Conci since its origin. Today Roel helps brands like KU Leuven, Edgard & Cooper and Tribù to embrace the magic of video.

I see two trends regarding the Belgian video branding for 2025: AI being a standard in daily video creation, and personalized videos that feel unique for each viewer. These tools are becoming simpler to use, making it accessible for both bigger and smaller brands.

Trend 1: The real use of AI in video

AI is everywhere these days, but not many people really know how it’s changing the way we make videos. It doesn’t help that:

• Some blogs and Reddit threads are full of spammy “Best AI tools of 2025” lists, which are usually super biased and mostly useless.
• At the same time, we’re seeing amazing ads made entirely with AI.

So, what’s actually worth paying attention to in 2025?

Generative video: a mix of patience and creativity

Creating entire videos from start to finish with generative AI is possible, but it’s still very much a trial-and-error process. Issues like AI hallucinations and inconsistent quality means you’ll need patience to get it right. That said, there’s one video AI tool worth keeping an eye on: Runway AI. It’s packed with cutting-edge features that would have seemed impossible just a few years ago. One standout tool is “Expressive Characters.” Imagine your brand ambassador delivering a speech or sharing insights—now imagine turning them into a cartoon character, whether it’s Mickey Mouse, Mulan, or even Goku. It’s a unique way to break free from the usual talking-head videos and grab attention on social media. It does come with a learning curve, so be ready to invest some time to master its features.

Fixing bad shots

Ever had a great video ruined by shaky footage or bad resolution? We use tools like Topaz AI to fix that. It can clean up grainy shots, stabilize shaky ones, or even make short clips longer. For example, for our client Edgard & Cooper they sometimes get fun moments of their pets caught on an employee’s phone. Topaz helps turn these low-quality video clips into something polished and professional.

AI voice-overs

Need a voice-over? Free tools like ElevenLabs (good for internal projects) or paid ones like Artgrid are great options. They make it super easy to add voice-overs without needing a recording studio.

As a marketer, it’s important to know what AI can do now and in the future. By 2025, these tools will only become more common in commercial projects. Stay ahead of the game!

Trend 2: Individualized video content – making videos more personal

Personalized videos, where each one is made unique for each viewer, are set to become way more common by 2025. These videos are especially great at two key moments with customers: when they’re just discovering the brand and when they’ve just made a purchase.

● After a purchase – For example, an online store could send a personalized thank-you video that recommends other products a customer might like. It feels more like a friendly tip than an ad, and it shows that the brand values the customer.

● When reaching out to new customers – Personalized videos are also great for reaching out to new customers. Imagine a video that starts with a customer’s name or has a Starbucks cup with their name—it feels like a friendly intro rather than a sales pitch. AI is making this personalization easier, creating more welcoming and less intrusive interactions.

Practical tips

1. E-commerce? Use data to personalize.

Tap into CRM data to guide where to add individualized videos—try them for onboarding and loyalty rewards. Even beyond e-commerce, personalized videos are a strong tool for prospecting and work well with LinkedIn Sales Navigator for personalized outreach.

2. Thought leadership? Make it efficient.

With tools like Descript and Synthesia, you can start from a long interview or podcast and get it quickly cleaned up and cut into short, social-ready clips. This makes it easy to share thought leadership without spending tons of time or money.

3. Sharing ideas? Make them visual.

Generative AI still has a few issues, like sometimes adding weird visuals or creating videos with lower resolution, but it’s great for brainstorming. Use it to bring ideas to life, helping you to explain concepts visually and building a positive appeal for your idea. In 2025, video will become easier to scale up and personalize. Generative video AI has finally found its user case in the mass market. And the ones not using it might be left behind.

Would you like to discover the other 24 digital marketers’ visions for 2025? Download the whitepaper here.