Francesca Roche sits down with Brendan Cournoyer, VP of Marketing at SundaySky, to unpack why so many enterprise AI video initiatives fail to deliver meaningful customer experience outcomes, and what organizations are missing as they rush to scale.
AI has undoubtedly lowered the barrier to video creation. For the first time, businesses can generate professional-looking content quickly, cheaply and at volume. But according to Cournoyer, this ease of production has exposed a deeper issue: relevance. While enterprises may be producing more video than ever before, much of it fails to connect with customers in ways that drive engagement, retention or measurable value.
The problem, he suggests, isn’t the quality of the video itself. It’s what the video says, and who it’s really for. Generic messaging, even when visually polished, rarely reflects where a customer is in their journey, what products they use or what challenges they’re trying to solve. Without that context, AI video risks becoming just another piece of ignored content.
Cournoyer points to personalisation as the critical shift now reshaping enterprise video strategy. Rather than creating thousands of different assets, organisations can develop a single high-quality video and dynamically personalise it using customer data. When done well, this allows each viewer to receive information that feels specific, timely and genuinely useful, moving beyond surface-level tactics like name insertion.
Some of the most compelling use cases appear early in the customer lifecycle. Onboarding, particularly in complex or regulated industries such as financial services and insurance, often relies on dense documents that customers overlook. Personalised video offers a more engaging alternative, helping new customers understand coverage, milestones or next steps without overwhelming them.
The impact, Cournoyer notes, extends well beyond onboarding. From product education and feature adoption to renewals and even milestone moments, personalised video can reinforce value at multiple touchpoints.
Looking ahead, Cournoyer argues that AI video creation itself will soon become table stakes. As every organisation gains access to the same tools, differentiation will depend on how strategically those tools are applied. Enterprises that succeed will be those that embed personalised video into the customer journey with purpose, measurement and relevance at the core, rather than treating AI video as a content experiment in isolation.
