How to Use AI in Branded Documentary Marketing
Keeping the Humanity in the Machine
Let’s face it: marketing branded documentaries films are a whole different beast to the rest of marketing. We’re not just here to slap a logo on a story; we’re here to reach out and grab people’s hearts, make them feel something genuine. When a brand can get an audience to feel a real connection, it’s doing more than just selling a product - it’s creating a lasting bond. Enter AI. With its impressive speed and efficiency, AI has started making waves in the content world, but where does it fit in a realm that’s driven by emotion and empathy?
Below are some of my AI generated outdoor lifestyle photos and we can tell something’s not totally right…
AI, for all its strengths, isn’t a storyteller at heart. It’s great for taking care of the stuff that bogs us down, the tasks that leave our minds numb and keep us from the creative work we crave. But when we lean too heavily on AI, something gets lost in translation. AI might be able to churn out copy and edit clips, but it doesn’t know the thrill of adventure, the ache of loss, or the rush of hope. Those are human experiences, and they’re the bedrock of stories that resonate.
So, how do we strike the right balance? Let AI be the tool, the helper, the assistant in the background, but let the story be purely, unashamedly human. Here’s how we can use AI to take care of the technicalities while we, as storytellers, focus on the heart of what we’re trying to say.
Letting AI Handle the Mundane Tasks
Let’s be honest - no one got into filmmaking because they were excited about cataloging footage or typing up interview transcripts. Yet these necessary but mundane tasks eat up time and energy that we’d rather invest in crafting the narrative. This is where AI steps in as the perfect assistant, ready to handle the heavy lifting so we can keep our minds and creativity focused on the big picture.
AI as the Best Sidekick for Admin Tasks
In documentary filmmaking, organizing mountains of footage, transcribing hours of interviews, and picking out repetitive shots can be draining. With AI tools that transcribe dialogue or tag scenes based on keywords, we get to skip the endless tedium and dive right into the creative work that makes a story shine. AI can cut down hours of repetitive work to minutes, which is a game-changer for creatives who’d rather spend their time shaping a story than sifting through raw material.
But here’s the kicker—AI doesn’t know what makes a shot meaningful or an interview gripping. It’s there to handle the background noise, not the melody. By letting AI handle the administrative tasks, we have more mental space to focus on the subtleties, the emotions, and the story arcs that make a documentary unforgettable.
Emotions Are Our Language; AI Doesn’t Speak It
At the end of the day, humans are wired to feel. We connect through our shared experiences, our struggles, and our triumphs. It’s why we’re so drawn to stories that feel real—they reflect pieces of our own lives. Filmmaking is, at its core, a medium for empathy, for sharing the human experience. And while AI is getting really good at mimicking patterns and recognizing emotions in data, it doesn’t feel anything.
AI Doesn’t Know the Weight of a Pause
Imagine sitting down with someone who’s opening up about a deeply personal experience. There’s a silence that follows - a pause that hangs heavy in the air. A skilled filmmaker knows how to hold that moment, to let it breathe, because there’s something powerful in those unsaid words. AI doesn’t get the weight of that silence. It might recognize the length of a pause, but it can’t understand the impact it has.
In a branded documentary, those moments are everything. They’re the heartbeats that make the story human. While AI can identify trends and patterns, it can’t capture the nuance of a real person’s story. That’s our job, and it’s the part of storytelling that can’t be automated.
Reaching Beyond the Screen
People today don’t want just another ad or a polished pitch - they’re looking for something that feels real. We’re all a little weary of the sleek, algorithm-driven content that clutters our feeds. We can tell when something’s been spit out by a machine because it lacks that something we connect with as humans. It might look right, but it doesn’t feel right.
Human Connection Is Not Optional
Brands have the chance to do more than just sell—they can genuinely impact people’s lives. But to do that, they need to approach storytelling with sincerity. AI might help identify what’s trending or which storylines get clicks, but it’s the human touch that makes a message stick. Brands that take the time to dig deeper, to tell stories that matter, are the ones that leave an impression.
When AI takes over too much of the process, there’s a risk of creating stories that feel polished but hollow. A story might hit all the right beats, but without that human connection, it just fades into the noise. People don’t remember ads, they remember stories that speak to them. And that’s something AI can’t deliver on its own.
The Human Side of Marketing and Why We Tell Stories in the First Place
Marketing can sometimes get a bad rap. It’s easy to view it as a numbers game, but at its best, marketing is about connection. It’s about understanding people, their lives, and what they care about. Branded documentary filmmaking is a perfect example of this. It’s marketing, yes, but it’s also an invitation to see the world through someone else’s eyes.
Stories Are How We Make Sense of Life
Humans are storytellers by nature. From the earliest days of civilization, we’ve used stories to share wisdom, to teach, to connect. That’s why we’re moved by films that tell stories of resilience, love, struggle, and joy—they tap into something primal. Stories help us see ourselves and each other more clearly. AI might analyze data or identify trends, but it doesn’t have a stake in the human experience.
In branded documentaries, we’re not just selling a product; we’re sharing a purpose, a mission, something that resonates with the audience’s values. When a brand can tell a story that aligns with what people care about, it’s creating something much more powerful than an ad - it’s building trust.
5. Letting AI Take the Tasks We’re Not Built For
AI is remarkable in how it can streamline processes and handle repetitive tasks that don’t require a human touch. We weren’t made to catalog clips or transcribe dialogue for hours on end—that’s work we can easily delegate to a machine. By letting AI handle these essential but monotonous tasks, we’re freeing ourselves up to focus on what we’re truly meant for: connecting, creating, and bringing stories to life.
Efficiency Is Just a Means, Not the Goal
Efficiency has its place, but in the world of storytelling, connection and authenticity are the real goals. If we’re using AI to save time, that’s great—but let’s make sure we’re using that time wisely. Let’s invest it back into the story, into the moments that can’t be rushed or automated.
When we save time on the technical stuff, we have more energy for the parts of the job that require empathy, patience, and creativity. Those are the moments that make us feel alive, the parts of the process that bring joy and fulfillment. That’s the kind of work that resonates with audiences because it’s fueled by something real.
Embrace AI, but Keep It Human
AI is a powerful tool, and there’s no doubt it can make our lives easier, our workflows faster, and our content more polished. But it’s just that—a tool. It’s not the storyteller, and it’s not the heart of the story. As we navigate this new landscape where AI can handle so much, let’s remember what it can’t do. It can’t feel, it can’t connect, and it can’t create moments that linger in people’s minds long after they’ve watched.
In a world that’s flooded with content, the stories that stand out are the ones that feel alive. They’re the stories that take risks, the ones that are willing to get messy, the ones that reach for something real. Those are the stories people remember because they speak to what makes us human.
If you’re a brand looking to create a documentary that’s more than just a marketing tool, think about the balance you want to strike. Use AI for what it’s good at—let it take care of the logistics, the data, the details that don’t need a human touch. But when it comes to the heart of the story, keep it human. Tell stories that matter, stories that connect, and stories that remind people why they care.
Why We Should Work Together…
When I’m not on this website rambling on about filmmaking, I’m actually out there making films. From crafting memorable branded documentaries to capturing stories and products that move people, I’ve got you covered. Need a filmmaker who can scale mountains, brave the surf, or just tell a dang good story? Let’s chat!
In case I haven’t convinced you, here are three reasons why it might be fun to work together…
I believe in stories that stick with you - like campfire smoke on your clothes. The kind that makes you laugh, cry, or immediately want to call your mom.
I’m just as comfortable at 14,000ft as I am in front of a timeline. You get me in the mountains, in the ocean and in the editing room, making sure the magic out there really shines in the final cut.
I’ve filmed in some pretty wild places, but the best stories are the ones that bring people together. It’s those shared moments -big or small - that remind me why I love what I do.
Let’s Connect!
Roo is an Emmy Nominated branded documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, and photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.