In the Age of AI: Why It Is Important to Humanise a Tech Brand Using Video

Unlocking the Power of Video to Establish Authentic Connections

Very quickly AI has become so prevalent, when you interact with a brand you often don’t know if you’re engaging with a human being or with technology. Websites are written by Chat GPT, customer service chatbots are powered by AI and human-like voice assistants guide us in. our customer journeys.

More and more customer touchpoints are being automated which can lead to impersonal communications. Customers start to lose sight of the fact that brands are made from real people, just like them.

Tech brands are constantly seeking innovative ways to connect with their audience on a human level. While the advancements in AI have undoubtedly revolutionised the tech sector, it is essential not to lose sight of the human element. Video, with its ability to convey emotions, tell stories, and create meaningful connections, emerges as a powerful tool to humanise tech brands in the age of AI.

Our Experience

We were recently contacted by the HR department of a software brand who tasked us with humanising their brand to help with employee recruitment and retention. They realised that a video would also work as a powerful sales tool if placed on the About Us page of their website. If prospects and customers could get to know the people behind the brand, it gives a more relatable and personal experience.

The software brand wanted to recognise and celebrate the incredible people behind their technology so we helped them create a video which gave a voice to their people, allowing them to be themselves, speak their mind and stand up for what they believe in. The video also showed how much they loved being part of the team and how the company culture suited them well.

We worked with them in the planning phase to determine how we could hold relaxed and candid conversations in a studio. For logistical reasons a studio in central London was the most efficient way of bringing everyone together, but studios are inherently unnatural environments, so we had to find a way of creating a warm and friendly atmosphere on-set.

We didn’t want to film a series of talking head interviews because we know that audiences can easily loose interest in such content. So, we decided upon the concept of conducting a photoshoot. This had the dual advantage of warming up the interviewees by giving them a fun experience so they were relaxed and ready to appear on camera. It also gave us the opportunity to capture B-roll to show the interviewees having fun and being themselves. It also gave the added benefit of giving them high quality portrait shots they could use to publicise the project.

Choosing the right photographer was essential – we needed someone who could make them laugh and bring a comical element to proceedings. So, we reached out to a long-time collaborator who we knew was at the top of his game, having recently won the British Portrait Photography prize. We used a mixture of digital photography and polaroid film. The tactile quality of the Polaroids added an element of fun for everyone and, once scanned, they gave the editor a variation of image quality for them to cut into the edit. The mixed-media element made for a fast-paced, attention grabbing video.

Once the photoshoot was over we used three video cameras to capture the action. One was dedicated to roving around, capturing natural behind the scenes moments as the participants prepared for the photoshoot by having their hair and makeup done. The other two cameras captured the interviewees as they spoke to our Director.

The Director was tasked with making the participants feel relaxed and comfortable. He asked a series of questions designed to draw out their personalities. We wanted to capture moments of authenticity, connection and humanity through relaxed and candid conversations. We wanted the videos to feel raw and unplanned, a peek behind the scenes of a photoshoot and a glimpse into the sharp minds and bright personalities of their people. The questions were intentionally varied between more corporate questions about their role and deeper more introspective questions. We wanted to capture real people, letting their guard down and sharing themselves openly and enthusiastically.

The participants had an enjoyable day which was important to our client. A bit of glitz and glam with a professional photoshoot and being part of their own brand film was a fun day out of the office.

We feel this is the kind of video that can humanise tech brands. It lifts the curtain to give a glimpse of what makes an organisation tick. As a recruitment tool it’s extremely powerful. People love to see who they’re going to be working with and the sort of personalities that fit in well at an organisation. Through our questioning we were able to subtly touch on the company values, intimating that people with shared values and perspectives would fit in well there. For clients and prospective clients of the brand it’s extremely reassuring to know that there are real humans behind the brand. It’s not just a website and some chatbots. Lifting the veil allows the brand to build trust with its audience and trust nowadays is of paramount concern to buyers.

Have a look at our BTS video from the shoot to learn more about how we humanise brands.

The Power of Video in Humanising tech brands

Video is a versatile medium that can effectively humanise tech brands and bridge the gap between technology and personal connection. By leveraging the power of visual storytelling, tech companies can showcase their human side, build trust, and establish emotional connections with their audience.

Brand Video Production: Telling Your Brand's Story

Brand videos provide an excellent opportunity for tech brands to communicate their values, mission, and unique offerings to their audience. These videos can showcase the brand’s personality, engage viewers emotionally, and create a lasting impression. Brand Video Production companies specialise in creating compelling videos that align with your brand identity and resonate with your target audience. When creating brand videos we always like to answer the question, why people should care. By humanising a brand we give the audience a reason to care. There are real people with lives outside of work who are powering the brand and this gives viewers something to connect with.

Client Testimonial Videos: Amplifying Trust and Credibility

One of the most effective ways to humanise a tech services brand is through client testimonial videos. These videos feature real clients sharing their positive experiences, highlighting the value they have gained from the brand’s services. Testimonials add credibility and build trust, reassuring potential customers that they are making the right choice by choosing your financial services. Client Testimonial Videos can capture the authentic voices of your satisfied clients and showcase the positive impact your brand has had on their success.

Educational Video Production: Empowering Your Audience

Education is a vital aspect of humanising a tech services brand. By providing informative and educational content, you position your brand as a trusted resource for tech knowledge and empower your audience to make informed decisions. Educational Video Production can help you create engaging videos that simplify complex financial concepts, provide practical tips, and guide your audience on their customer journey. We can even create interactive educational videos which increase engagement further (more on that later).

Explainer Video Production: Simplifying Complex Tech Processes

Tech services often involve intricate processes that can be challenging for the average person to understand. Explainer videos offer a concise and visually engaging way to simplify complex concepts and communicate the value of your services. Explainer Video Production can assist you in creating animated videos and live action videos that break down complicated tech concepts into digestible, easy-to-understand narratives.

These videos provide viewers with a clear understanding of what your brand offers, making it easier for potential clients to grasp the value your team provides.

Interview Video Production: Showcasing Expertise and Thought Leadership

Demonstrating thought leadership and expertise is essential for building credibility in the tech industry. Interview videos provide a platform for industry experts, tech advisors, or members of your team to share insights, trends, and valuable information with your target audience. These videos not only showcase your brand’s knowledge and authority but also establish a personal connection with viewers. Interview Video Production services can help you capture compelling interviews that inspire trust and position your brand as a reliable source of technical expertise.

Promotional Video Production: Engaging and Entertaining Your Audience

Promotional videos serve as powerful tools to create excitement around your tech services. These videos can highlight special offers, new product launches, or upcoming events while capturing the attention of your audience. Promotional Video Production companies can assist you in crafting visually stunning and captivating videos that leave a lasting impression on your viewers.

Recruitment Video Production: Attracting Top Talent

Recruitment videos play a vital role in attracting top talent by showcasing your company culture, values, and the opportunities available within your organisation. Recruitment Video Production services can help you create compelling videos that resonate with potential candidates and give them a glimpse into the positive work environment and growth prospects your brand offers. Nothing humanises a brand like getting great humans in front of a camera to talk about the positive company culture.

Documentary Video Production: Telling Real Stories

Documentary-style videos provide a unique opportunity to showcase the impact your tech services have had on individuals or communities. By telling real stories of how your services have transformed lives or supported social causes, you can create a deep emotional connection with your audience. Documentary Video Production can help you capture and narrate these powerful stories, demonstrating the human side of your brand and its commitment to making a difference.

E-learning Video Production: Empowering Continuous Learning

As mentioned before, we film a lot of eLearning content so we see the advantages of continual learning and professional development which are integral to the tech world. E-learning videos offer a convenient and engaging way to provide training and educational resources to your employees or clients. High quality cinematic e-learning video production services are perfect for tech brands because they help to elevate the content beyond normal interview material, thus elevating brand perception. Bold Content can help you create interactive and informative videos that empower your audience to enhance their technical knowledge and stay up-to-date with industry trends.

Case Study Video Production: Demonstrating Real-World Results

Case study videos showcase how your tech services have positively impacted clients’ lives or businesses. By presenting real-world examples of successful collaborations and highlighting the outcomes achieved, you establish credibility and build trust with potential customers. Case Study Video Production services can help you create compelling case study videos that demonstrate the tangible results your brand delivers.

Interactive Video Production: The next level of engagement

Interactive videos put the viewer in control. Users have the opportunity to make choices, explore different paths, or click on hotspots within the video that empower them to create their own personalised viewing experience. Interactive video transforms passive viewers into active participants, resulting in higher engagement and better retention of knowledge.

Branded Content Video Production: Entertaining your Audience

Branded content can help you show your audience you understand them. Our definition of branded content is something that’s intended mainly for entertainment or education purposes, often created in partnership with another organisation.

Tech brands can be humanised by working in collaborations with charities for example. Examples of branded content include PwC sponsoring an episode of our Katie and Tex educational series for Tech She Can. The audience gains an educational and entertaining experience and the brand gains exposure. It’s a win-win.

Branded Content Video Production experts can collaborate with you to develop visually appealing and educational videos that authentically represent your brand.

By leveraging the power of video production, tech brands can humanise their image in the age of AI. From interview videos and promotional videos to recruitment videos and documentary-style narratives, the possibilities are vast. Companies like Bold Content Video Production specialise in delivering high-quality videos that captivate audiences and humanise brands.

Remember, in the digital era, where data and automation are prevalent, it is essential to connect with your audience on a personal and emotional level. Video production offers a unique opportunity to achieve this by giving viewers the chance to get to know your people. Once they’re in front of the camera you can harness the power of storytelling, emotion, and visual appeal. Stay tuned for more insights and strategies in our future articles as we continue to explore the fascinating world of humanising brands using video.