In an increasingly dynamic social commerce landscape, short-form video (short-form video) is playing a growing role in helping consumers discover and understand product benefits, ultimately influencing purchase decisions. As a result, the need for relevant, adaptable, and trend-responsive short-form video is becoming increasingly important for brands. 

Alongside these shifts, AI is increasingly being seen as part of how brands respond to the accelerating pace of short-form video. This technology opens up new approaches to managing more dynamic content needs, whether in terms of variety, production scale, or learning from performance. 

Several data points indicate the direction of this development. In China, Douyin (TikTok) shows how AI is beginning to be used in short-form video production, with approximately 30% of its content estimated to be created with AI support. Meanwhile, in 2025, Boston Consulting Group reported that marketers were 1.2 times more likely to increase investment in AI-powered content tools. 

There are several reasons why the use of AI is beginning to gain attention from brands: 

1. More Ideas 

   This technology creates more room to explore a wider range of concepts, creative directions, and communication formats through a faster and more flexible process. 

2. More Content

   Multiple versions of content can be developed and tested without proportionally increasing the production workload.

3. More Insights 

   Performance data can be used to understand audience preferences and support more informed content decisions. 

In conclusion, AI can create new possibilities and opportunities for brands across the creation, testing, and evaluation of digital content. However, its relevance ultimately depends on an understanding of the audience, communication context, and the objectives that brands aim to achieve.