Markus Laukkanen is the founder of the AI animation studio Unmöglich.AI and an AI trainer. He is an award-winning maker of AI videos, and his work has succeeded at Business Finland’s AI Gala and in the Project Odyssey competition, among others.
B2B video marketing has long been cautious, dull, and often outright neglected. Many companies simply do not produce video at all, even though video consumption keeps growing. According to Statista (2025), the average American internet user already spends 52 minutes a day watching social media video. Yet B2B marketing content rarely reflects that reality — it is seen as old-fashioned and poorly produced.
That is a big problem. Research by WHM (2022) found that as many as 48% of B2B buyers find B2B marketing boring. At the same time, those buyers spend their free time consuming visually striking TikTok, YouTube, and Netflix content. It is no wonder the old ways no longer work.
AI can rescue B2B marketing content
In recent years, AI video tools such as Runway, Luma, and Hailuo have made video production faster and cheaper. That has transformed what marketers can do: according to Wyzowl (2025), 51% of marketers already use AI to make video. AI in marketing also helps teams automate content production with tools such as Invideo and Lumen5, which make short-form social video easy.
But a new danger lurks here: genericness. If everyone uses the same AI tools without a creative approach, B2B video will only become more impersonal and forgettable.
B2B companies are becoming media houses — mini versions of Netflix?
The successful B2B companies of the future will not just “make videos” — they will build their own media brands. That means moving from short sales videos towards narrative content, such as documentaries and series.
Good examples of this shift include:
VR’s “Radalla” series, which presented train travel in an entertaining format.
dRPC’s AI short film “Alice in Node-Land,” which drew over 93,000 views at the EthDenver conference and lifted website traffic by 40%.
Unmöglich.AI and other AI animation studios producing story-driven AI videos for companies.
Taking a lead from Netflix in B2B marketing?
Brands should move from individual campaigns to sustained, entertaining content production. Consider: what if your B2B marketing team were a mini version of Netflix?
You would produce ongoing narrative series that keep viewers engaged.
You would use AI video tools efficiently but creatively, so the content isn’t just generated genericness.
You would publish on your own channels, making your brand a recognised media player.
The companies that grasp this shift now will have the head start in future.
Links and sources
https://www.statista.com/statistics/1349972/us-minutes-spent-daily-watching-social-video/
https://whmcreative.com/press_release/whm-survey-half-of-b2b-decision-makers-bored-by-b2b-marketing/
https://lumalabsai.partnerlinks.io/rkwbxpm407ui
https://www.wyzowl.com/video-marketing-statistics/
https://www.hs.fi/kulttuuri/art-2000005544119.html
About the writer
Markus Laukkanen (LinkedIn) is the founder of the AI animation studio Unmöglich.AI and a GenAI trainer. He is an award-winning maker of AI videos, and his work has succeeded at Business Finland’s AI Gala and in the Project Odyssey competition, among others.
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