Breaking through in B2B sales has never been harder. With the average professional receiving over 120 emails per day (Radicati Group), simply getting noticed is a challenge. That’s why many sales teams are experimenting with AI-generated personalised video messages — tools that promise the warmth of a Loom recording but at scale.
The question is: do they actually work, or are they another shiny distraction from proven prospecting methods?
Why Video Took Off in B2B Sales
Video has been one of the most effective formats in sales outreach. HubSpot’s 2023 State of Marketing report found video generates 1200% more shares than text and images combined. Vidyard’s benchmark data shows that personalised video can lift open rates by 16% and click-throughs by 65%.
The challenge, of course, is time. A single Loom recording can take 3–5 minutes to create. Even a dedicated SDR might manage 20–30 in a day — far too few for most outbound programmes. AI promises to remove this bottleneck.
How AI Video Personalisation Works
Modern AI platforms use a mix of automation and synthetic media to mimic the feel of personalisation at scale:
- Dynamic content insertion: Pulling prospect details from LinkedIn or CRM to mention by name or company.
- Voice cloning: Replicating a rep’s voice across hundreds of videos.
- Visual overlays: Displaying a prospect’s website, LinkedIn profile, or logo on screen.
- Contextual scripting: Adjusting talking points based on company news, industry, or signals of intent.
On paper, this makes every video look and sound like it was crafted for that one recipient.
What the Data Really Shows
Early adoption results are mixed. Cognism’s 2023 Sales Development Report found:
- Well-executed AI video campaigns delivered 8–12% response rates
- Generic AI implementations managed only 2–4%
- Human-recorded personalised videos still outperformed, with 15–25% response rates
The gap is clear: when AI video is done well, it outperforms plain text. But when it feels artificial, response rates collapse.
Where AI Video Works Best
Despite limitations, AI video does shine in certain scenarios:
- High-volume outreach: At the top of funnel, where scale matters more than deep authenticity, AI videos can add some “human touch” without consuming all of a rep’s time.
- Follow-up sequences: Mid-campaign, AI videos add variety and break monotony in nurture flows.
- Market education: Explaining trends or solutions in a semi-tailored way works well when prospects aren’t yet deep in the funnel.
The Limitations to Watch
There are risks in relying too heavily on AI-generated video:
- The “uncanny valley” effect: Prospects can spot fake personalisation and may distrust your brand.
- Shallow connections: AI struggles to replicate real enthusiasm or empathy — two things that build trust.
- Data dependency: Without accurate, fresh data, the videos quickly feel irrelevant.
- Compliance issues: GDPR and data privacy laws mean careful handling of personal data is essential.
Best Practices for Using AI Videos
If you’re exploring this space, keep these guardrails in mind:
- Focus on clear, well-defined personas where templated messaging works.
- Set quality standards — don’t let “personalised” become another word for “generic.”
- A/B test AI video against text and human-created video.
- Be transparent where appropriate to build trust.
- Always combine AI with human touches in your overall sequence.
The Verdict: Enhance, Don’t Replace
AI-generated videos aren’t a silver bullet. They can’t yet replicate the authentic connection of a genuine Loom recording, but they do add efficiency and variety where scale is needed.
The most effective B2B prospecting strategies use them as one element in a broader, multi-touch mix: email outreach, LinkedIn automation, cold calling, and yes, both human and AI-powered video. At SendIQ, we’ve found that blending channels — and knowing when to deploy human authenticity — is what consistently drives results.
AI video personalisation is promising, and it will improve. For now, it’s best used to augment human outreach, not replace it.
