What is an AI Product Video? And How to Use it to Drive E-commerce Sales
Written by:
Mary Beth Wilson
May 8, 2025
4 min Read
Ever been shopping online and watched a product video that left you…more confused than confident?
Maybe it was a shirt floating in a white void, with no sense of fit or fabric. Or a too-perfect AI-generated kitchen where the blender spins but no one ever touches it. Technically impressive? Sure. Helpful? Not so much.
That’s the challenge with a lot of AI product videos today. They look slick, but they don’t always do what product videos are supposed to do—help people feel good about buying.
Let’s unpack what AI product video really means, when it works, when it doesn’t, and how to use it to make your product pages more helpful, instead of just more high-tech.
What is an AI product video?
An AI product video is a product video that’s either created or enhanced using artificial intelligence.
Sometimes that means a fully AI-generated video, where a synthetic model shows off your product in a computer-generated scene. Other times, it's real product footage that's been optimized using AI through editing, tagging, personalization, or performance tracking.
Most brands using AI product video today fall somewhere in the middle. They combine real visuals with AI-powered tools to scale content and make it more effective on the product detail page (PDP).
Where AI product video shines and where it doesn’t
AI can absolutely help speed things up. It can generate early creative drafts, localize video content for different markets, or automate repetitive editing tasks. For low-consideration or top-of-funnel content, that’s often enough.
But when it comes to your PDP, you've got to show the right thing.
Many AI-generated product videos still struggle with accuracy. They miss key purchase drivers like fabric movement, fit, or functionality. Shoppers might be intrigued, but they won’t always convert because they don’t have the confidence to.
If the product video creates more questions than it answers, you’re not helping the sale.
Why real product footage still matters
Nothing builds trust like showing the actual product in use.
Whether you're showing a stroller in action, a gaming rig being customized, or a shirt being tried on by real people, video should reduce doubt. That's especially important in high-consideration categories like apparel, electronics, home goods.
That’s why the best AI product videos aren’t replacing real footage—they’re enhancing it.
How smart brands use AI with product video
At Eko, we don’t believe in AI for AI’s sake. But we do believe in using AI to make real content perform better. That means:
Using AI to tag and organize video clips
Personalizing which videos show up based on shopper behavior
Testing gallery sequences to see which drive the most conversions
Tracking how shoppers interact with video to optimize over time
In other words: use AI to scale what works, not to fake what doesn’t.
The bottom line
AI product video is more than a trend. It’s a growing part of how ecommerce teams create and manage content. But the goal shouldn’t be to generate fake video faster. It should be to help customers make better decisions.
That’s what drives conversions. That’s what builds trust. And that’s what we’re here to help with.
Want to see what happens when AI meets interactive product video? Let's talk.
