Welcome to MarTech Cube, Yotam. To kick things off, can you tell us a bit about your professional journey and what led you to your current role as CMO at Idomoo?
Thank you for having me. I started my career doing strategy consulting with McKinsey & Co, followed by a series of leadership positions at Warner Bros. and Telefonica. This gave me a unique perspective on the TMT space, having led growth initiatives at very different market players. At some point, I felt the itch to move to a more agile environment that attempts to disrupt the space from the outside, and so I found myself at Idomoo. I was drawn to Idomoo for their unique approach to improving and revolutionizing what was already the most engaging and desirable content — video.
With the rise of generative tools, AI is reshaping how businesses approach content. How is AI specifically transforming the video creation process for brands today?
Brands have long known that video is the most effective tool in their content arsenal. We stopped having to convince them of that years ago. The issue is that while compelling, it was still challenging for them to deal with the sometimes problematic ROI (hard to get and hard to measure even if you did get it), not to mention the high upfront cost, time and complexity required for producing video content in the first place.
Our solution at Idomoo prior to the gen AI explosion was largely focused on solving the first challenge I mentioned above — ROI. By creating truly personalized videos at minimal cost (due to our proprietary rendering engine) and integrating various data feeds to extend their shelf life, we opened up new high ROI use cases that were previously inaccessible for video.
Now, we’re also able to solve the second challenge: the high upfront costs. Our gen AI solution reduces video creation time from weeks or even months to minutes, and the costs from tens of thousands of dollars to a few dollars. It’s truly revolutionary and we fully expect this to open the floodgates on brands’ usage of video solutions.
And what’s more, consumers tell us they actually want this kind of video content. Our latest State of Video Technology report found that 65% of people are open to getting AI videos from brands — that jumps to 77% for Gen Z and millennials.
Idomoo recently launched AI Video Ads. Can you share what makes this offering stand out and how it’s addressing current market needs?
The first thing that makes our AI Video Ads solution unique is that it runs on our market-leading, battle-tested Next Gen Video Platform. What this means in practical terms is that we are able to deliver high-quality, high-resolution video in real time and at scale. This means AI Video Ads can be created and also edited, quickly and with ease.
Also, while many companies advertise AI video ad solutions, if you create an account and try creating your ads, you will see that all they are doing is creating regular, one-off videos. In our case, our AI Video Ads are automatically generated in platform-specific formats and durations, ready to deploy across all major ad channels, and we can always add additional variants. This means our AI Video Ads can be used to fuel ad campaigns immediately. In fact, we’re already using them to fuel our own ad campaigns, with great results.
Last, we have trained Lucas, our AI video creator, leveraging our many years of experience in crafting enterprise videos that work. That means he has the expertise to take any prompt and turn it into a value-creating, ready-to-use video.
Beyond advertising, how are businesses using AI video across other industries and functions—like customer service, onboarding, or internal communications?
The enterprise AI video market is still in its infancy, but we are already seeing some interesting use cases emerge:
- Anything-to-video: Our customers have mountains of sales, marketing and product collateral that is contained in less engaging formats like PDFs and PowerPoints. Now they can turn this stale content into engaging and actionable videos. Our platform even lets them animate any images that are in these docs, and Lucas always ensures the output is on brand.
- Product videos: Product catalogues are brought to life by creating product-specific videos. And you can do it at scale. Hundreds, thousands or even more products? Lucas can generate a promo video for each one — fast.
- Blog videos: Turning blog content into a video using AI is a breeze, as the blog is already half a script. This has the added benefit of improving website engagement metrics such as time on page and bounce rate, which helps them with SEO. Last, clients can also upload these videos onto YouTube to drive further SEO value through video search results.
- Internal comms: We find that there’s a huge untapped demand for video content for use cases that historically wouldn’t justify the upfront investment required to create a video: employee onboarding and training, meeting recaps, dashboard visualizations… It turns out that putting the ability to create videos at the fingertips of any employee unlocks use cases we never would have thought of ourselves.
Idomoo’s recent study shows that consumers actually want to receive AI-generated videos from brands. What do you think is driving this preference?
It’s worth noting that while they were interested in receiving these videos, they also showed a desire for brands to be transparent in sharing that this is what they were. I think that people in general are becoming more open to technological innovation, especially the type of innovation that is very intuitive and serves to simplify their lives, which AI clearly does. So while people have natural concerns about AI in general, they are also excited about the many ways it can change their lives for the better.
Personalized video has been a core strength for Idomoo. How does combining personalization with AI video enhance engagement and outcomes?
I like to say that the magic happens at the intersection of AI and personalization. Using AI to lower the upfront video production costs is great, but it doesn’t change the fact that customers continue to expect ever more personalized communication from brands, including 80% of Gen Zers who say just that.
There are many companies that can help customers create one-off videos using AI. And while most if not all of them use HTML editors that result in lower quality videos, this may not be a big concern for some customers or use cases.
However, when it comes to generating videos at scale, i.e., generating millions or tens of millions of videos in real time without sacrificing quality — Idomoo is the only company able to do that. This is really what makes us unique — the ability to leverage AI to create high-quality videos and to then personalize these videos at virtually unlimited scale.
What trends are you seeing in AI video adoption among enterprise clients vs. smaller businesses?
We are seeing a lot of traction in both market segments. For enterprises, the shift has been huge and fast. Some of our customers have gone from telling us “don’t mention AI because it will never be approved” to “we are actively seeking ways to leverage AI to improve our operations” in the space of a few months. Their resistance was understandable but unsustainable given the massive cost savings and efficiencies that AI, and AI video specifically, can deliver for them.
As for smaller businesses, they never had that reluctance in the first place. Creating video ads, product videos, explainer videos or promotional videos in minutes and with minimal effort was a game-changer for them, and they immediately understood the opportunity.
From a personal strategy standpoint, how do you approach balancing creative innovation with measurable marketing impact?
I think this is a bit of a personal choice. I tend to be very numbers-driven, and therefore I will (almost) always go with the data over my personal opinion, even if I am drawn towards this or that creative direction. The good news is that in a world of AI video, every marketer can make that choice, because video can now be generated in countless variations, A/B tested and optimized just like any other form of content.
If some folks prefer to favor more creative-style content, even if it sometimes underperforms, that is absolutely a valid choice.
The magic happens at the intersection of AI and personalization… generating millions of videos in real time without sacrificing quality — Idomoo is the only company able to do that.
What advice would you give to marketers looking to incorporate AI video into their content strategy but unsure where to begin?
I would tell them to call us. Seriously though, there is no one place to begin. AI video has made producing usable videos a breeze, and this opens up endless opportunities for them.
A good place to start is by addressing their pain points.
- Are your blogs not engaging readers? Turn them into a video using AI.
- Are you spending millions of dollars producing video ads? Ask yourself if you should really be doing that in 2025.
- Are your new employees confused with your training materials? Video will work better, and a personalized video will work best.
- Struggling with SEO in this new world of AI summaries? Turning static content into videos will help.
At the end of the day, what marketers should remember is that video is far and away the most engaging and highest converting form of content, and that with AI video, anybody can create any video in minutes.
Finally, any closing thoughts on where you see the future of AI video heading—and how brands can stay ahead of the curve?
The speed of innovation in the space is mindblowing, and there is no reason to think it will slow down anytime soon. I expect the quality of AI video to continue to improve and for adoption to skyrocket.
The reality is that whether a video is an AI video or not isn’t a binary answer. Virtually every video these days has some element of AI, even if it’s just in the research portion, brainstorming or scripting.
AI can be used to generate images and to animate them. It can be used to generate footage. It can be used to create characters and scenes. And it can be used to pull all the elements together to form a ready-to-use video.
Ultimately, the human element today is still important: Our customers generally edit their videos and approve video content once it’s created, which makes total sense. However, I expect that with time, as AI video creation becomes even more predictable and quality even more consistent, many more videos will be created through pure AI paths.
Having said that, I believe that even in a world that will see exponential growth in the amount of video content being created, quality and creativity will always triumph in the end. AI will simply make the execution of creative ideas more streamlined and accessible.
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