AI Video Platforms Will Disrupt YouTube and TikTok—And Brands Can Build Their Own

YouTube’s real threat isn’t TikTok – it’s an AI you’ve never heard of

The rise of AI brings more than just efficiency gains. It opens the door for brands to create their own platforms that could rival today's social media giants.

The line between real and AI-generated content is blurring. Take a recent video of a giant Amazon snake viewed from a helicopter—it looked real enough to make me double-check on Sky News. This difficulty in telling AI from human-made content creates new opportunities. Here’s a bold thought: YouTube, TikTok, and even traditional TV face a real challenge from emerging AI platforms.

There’s nothing on TV

Despite subscribing to multiple streaming services like Amazon Prime, Netflix, Disney+, and Sky TV, I often find myself saying, “There’s nothing on.” We’re drowning in content but starving for quality. Hollywood and streamers alike are stuck recycling familiar franchises—how many Jurassic Park or Fast and Furious movies do we really need? Even when they take risks, the results can disappoint, like the infamous Game of Thrones finale.

This leaves a gap for AI-generated content to enter and disrupt. TikTok’s rise partly reflects audiences’ frustration with traditional film and TV. AI content platforms, where creators go beyond simple gimmicks, will be the breeding ground for tomorrow’s video stars.

Models vs Platforms

Google’s recent AI breakthroughs, like the Video3 (VO3) model and Flow Creator Platform, produce incredibly realistic videos. OpenAI’s Sora is more than a video tool—it’s a social platform where users explore, like, and upvote AI creations. This social layer is key for spotting early AI video pioneers.

Think of AI models as engines and platforms as the vehicle’s dashboard and controls. Success goes to platforms that combine top-tier AI with intuitive tools and social feedback. As these platforms mature, expect an explosion of long-form AI content. Right now, creators stitch together short clips, but soon they’ll break free from traditional limits—technical, financial, or creative.

Philip K. Dick’s story offers a clue

You might not know his name, but you’ve seen his work on screen: Blade Runner, Minority Report, The Adjustment Bureau, and The Man in the High Castle all trace back to this sci-fi writer. He spent years publishing stories that went largely unnoticed during his lifetime.

The issue wasn’t quality, but discoverability. Thousands of great books on Amazon Kindle remain hidden due to weak recommendation engines. Unlike YouTube or TikTok, Amazon’s algorithms don’t effectively promote new creators. Marketing muscle is often needed to break through.

How marketers are approaching AI search

AI video platforms like those from Google and OpenAI face a critical challenge: creating discovery systems as smart as their creation tools. Right now, they focus on enabling incredible content production. But the real breakthrough will come when discovery algorithms improve.

Imagine if Philip K. Dick had direct access to tools that transformed his stories into videos reaching audiences without gatekeepers. AI video tools could democratize both creation and distribution, opening new doors for imaginative voices.

Why this matters for brands

Advertising costs will likely drop as AI changes search. Google’s AI Mode in the US has shaken up traditional search, mixing in ChatGPT-style responses without fully addressing how ads fit in. This shift hints at the end of the classic search results page and could disrupt paid search economics.

Paid search costs might rise as AI-driven search grows. Brands will need alternative advertising strategies. Fortunately, AI video platforms will require monetization beyond subscriptions, likely adopting hybrid models—paid creation tools but free viewing galleries to attract audiences.

This creates new opportunities for brands to:

• Partner with successful AI creators at scale
• Integrate products seamlessly into AI-generated stories
• Place ad breaks within AI content streams
• Commission custom brand narratives from top AI creators

More platforms mean more content and more viewing hours to monetize. As audiences fragment, brands can reach wider groups at potentially lower costs.

Another path: Brand-powered AI platforms (or the Dulux effect)

Remember walking into a DIY store and seeing the Dulux paint machine that mixes any color you want? Brands should think like that with AI. Imagine a home improvement retailer offering an AI tool that visualizes your renovations in real time. Or a chocolate brand letting customers design custom bars with AI and delivering them by mail.

Brands don’t have to wait for AI video platforms to make them famous. They can build their own AI-powered experiences that combine utility and entertainment, drawing customers in on their terms.

The real question for brands is: how can AI help create environments that attract and engage buyers, not just how to use AI for marketing?