At a recent industry roundtable with Hard Skills Exchange, I joined a group of marketing and GTM leaders to talk about how AI is shaping the way we create, customize, and distribute content. Of course, I was there to talk about how AI is making it possible to scale video production for enterprises. I wanted to share how teams can use AI to feed the seemingly endless appetite for more video: for prospects, for customers, and even for internal stakeholders.

I wanted to encourage attendees to see AI as a tool, and agentic products as collaborators: not magic, not ominous…just helpful. For marketing, sales enablement, support, and L&D teams, using AI to produce engaging and ownable video can actually help strengthen trust, and tell more human stories at enterprise speed.

Here are the takeaways that stuck with me:

Bringing AI into your content production is the key to breaking through

Everyone’s fighting for attention, and the volume of content we’re served is, frankly, bananas. Audience expectations for quality are higher than ever because people see great content everywhere, from TikTok to LinkedIn to YouTube.

That means AI-enabled scaling and distribution strategies aren’t the only way to have a fighting chance of capturing the attention of audiences your enterprise needs to reach.  Bringing AI into your workflow can help you:

• Automate research and turn it into strong drafts (think scripts, SEO FAQs, or blog posts)
• Reach larger audiences, with features like Descript’s translated AI voices and translated captions
• Repurpose longform videos into bite-sized assets your team can use across social and email, by having an agentic collaborator find the best clips

With AI embedded in your workflow, you don’t have to trade off speed and quality (usually)

With a tool like Descript, video creation moves from a days-long production cycle to a matter of minutes. When you bring Descript into your organization, anyone who knows how to use docs and slides is able to make polished, professional videos—they’re not reliant on a small, overloaded team of creative pros. 

But Descript is just one example of the many creative tools that leverage the things AI is great at, so that humans can do the most creative and strategic parts of the process: knowing their audience, and having the message and expertise to stand out.

And when AI does what it’s good at, so that humans can do more of what they’re good at…the speed compounds. The faster your team can ideate, edit, and publish, the faster you learn, iterate, and capture audience attention before anyone else does.

Sitting at your desk, collaborating with AI is…fun 

Instead of being boxed in by limited resources or stock assets, AI makes it possible for teams to experiment more, make mistakes faster, and stretch their ideas further. It’s exciting to indulge every idea, even if you’ll scrap 90% of them. 

This shift is part of the broader future of AI in enterprise content creation, where creativity is multiplied by new tools and workflows.

That aligns with what we see every day at Descript. When enterprise teams use tools like Descript’s screen recorder, multitrack editing, and AI-driven features like Studio Sound, they’re finding new, inventive ways to tell stories that resonate.

The takeaway for enterprise teams

The future of marketing and customer engagement will belong to teams that embrace AI as a collaborator. That means:

• Building processes where humans and agents work together
• Automating workflows so that AI handles repetitive tasks that don’t require audience knowhow or creativity
• Equipping teams with tools like Descript Enterprise that make scaling video and audio output realistic and sustainable

It’s about making sure your team can utilize AI agents to meet the demand for content, without sacrificing quality or distinctiveness. The future of AI in enterprise content creation will be shaped by teams who bring efficiency into the creative process. 

Ready to scale your team’s content creation?

With Descript Enterprise, editing video and audio becomes as simple as editing a doc. 

Book a demo and see how your team can create more, faster.

For more on how enterprises are rethinking content workflows, check out our blog on why enterprise teams need better video editing workflows.