Last year, we introduced a brand-new category to the PRToolFinder database: AI Text-to-Video. It was new, exciting, a little experimental — and full of possibility.
And then the industry detonated.
In Week 4 of our Tool School we examine what’s changed and provide an expanded list of GenAI tools that are well suited for PR purposes. Check out our most recent video here and then read on!
In the last 12 months, Generative AI video has moved from “interesting experiment” to “critical part of content strategy,” especially for PR and communications teams under pressure to produce video fast, without large budgets or editing skills.
That said, in this blog and in this database, we’re not including the majority of tools that are intended for professional video and movie makers – we’re talking about tools that can be easily tapped by PR folks who may not even have any video experience but who know they need to use it and are excited to do so!
There are three major shifts occurring:
- Text-to-Video went from novelty to near-cinematic quality
In early 2024, most tools generated slideshow-style videos with stock footage and captions.
By late 2024, AI models were creating original footage from simple prompts like:
“Create a 12-second video of a scientist walking through a biotech lab.”
The tool handles:
- Script
- Shot list
- Visuals
- Transitions
- Captions
- Music
This means PR teams can go from press release → video teaser in under 10 minutes. Is that cool or what?
Major advancements include:
- Movement that looks natural
- Better lip-sync and eye contact in AI avatars
- Brand-safe stock + copyright protection
- Editable scenes — not just a final video file
The storyboarding gap — once the most time-consuming part of corporate video — is disappearing.
- AI is now multimodal
Write text → generate video
Upload images → generate video
Upload video → rewrite / re-edit it with AI
Tools like Runway, Pika, and Synthesia allow PR teams to:
- Resize videos automatically for Instagram Reels, LinkedIn, TikTok
- Change tone (“more serious,” “more upbeat,” “more corporate”)
- Swap backgrounds (e.g., newsroom backdrop → trade show floor)
This is huge for communications teams producing:
- Campaign reveal videos
- Internal employee announcements
- Short CEO updates or thought leadership clips
- PR teams are using GenAI video to amplify press releases
Here’s the shift:
Press release ➜ visual press release
Short videos are being used to:
- Summarize key messages
- Package data visually (charts → animations)
- Upload to social for earned media amplification
- Add to newsroom pages to increase SEO dwell time
We’re seeing a new standard: “Press release + video = greater pickup + more reach.”
That’s an important development!
Where This Is Going? (2025–2026)
Expect to see:
- AI avatars with emotions + gestures
- Fully editable scenes (change camera angle, lighting, script)
- Real-time collaboration (like Google Docs for video)
- Higher expectations from reporters & audiences
AI isn’t replacing communicators.
It’s removing production bottlenecks.
A sampling of tools that are ideal for PR teams (balancing ease of use and power)
| Tool | Why this tool? | Best For (User) |
| Adobe Premiere Pro + Adobe Firefly Video | For teams already in Adobe ecosystem | Advanced |
| Canva AI Video | Easiest for PR teams, templates + brand control | Beginners |
| Descript | Edit video like editing a Word doc | Beginners |
| Kapwing AI | Social-ready formats + team collaboration | PR/Social |
| Lumen5 | Press release → social video automation | PR/Social |
| Pika Labs | Advanced cinematic text-to-video | Intermediate |
| Runway Gen-2 / Gen-3 | Highest creative control, film-like capabilities | Intermediate–Advanced |
| Synthesia | Best AI avatars (CEO / spokesperson / training) | Corporate Comms |
| Vimeo AI (formerly Wibbitz) | Built for rapid branded video for social/newsroom | PR/Marketing |
Explore all tools in the category.
If one tool in the category ever becomes overly complex or expensive, Canva + Descript remain must-haves.
Bottom line
GenAI video doesn’t replace professional video production. It extends it.
It gives PR pros a head start, reduces costs, and accelerates production timelines — without sacrificing storytelling.
Ideas used to be limited by resources. Now ideas are only limited by imagination.
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