I love a good hammer. But hammers have a problem. When you have a hammer, many things start looking like nails.

I think we're seeing something similar with AI in video production. Because AI can do an astonishing number of things now, it's tempting to use it everywhere.

Generate the script, voice-over, talent and B-roll footage. Cut the edit.

Done!

But is that actually better? Have you tried it?

If so, then like me, you probably agree that it isn’t. It generates AI slop.

I think AI in video production is less like a hammer and more like a scalpel. Its real value isn't in using it everywhere. It's in knowing where it can improve the work.

At The UnMarketing Group, we've used AI in very specific, surgical ways.

Video can be incredibly useful for startups and scale-up companies — but only when the video matches the stage of the business.

Early-stage startups are often still refining their product, testing their market, adjusting their messaging, and learning which customers are the right fit. That means some video investments can become outdated quickly, especially if they depend too heavily on product details, interface screens, or messaging that may change.

But that does not mean startups should avoid video.

It means they should invest in the right kinds of video at the right time.

For early startups, the best video content is usually flexible, durable, and focused on building understanding and trust. As companies begin to scale, video can become more specific, more product-focused, and more directly connected to growth.

Here are three types of video startups should invest in early — and three they should be careful to avoid too soon.