Video Generative AI in Digital Marketing: A SWOT Analysis on E-Commerce

Artificial Intelligence (AI) is reshaping the way various business processes are performed, most rapidly in digital marketing, due to its advanced computational capabilities. ECommerce companies are in advantageous position to adopt and reap the benefits of AI for many reasons including the readily available computational infrastructure and big data related to their users and processes. Meanwhile, big tech companies and startups are competing to create and improve generative AI models, that create high-definition videos based on inputs in the form of text, image or videos. The current research specifically aims to analyse the video outputs of various video generating AI models available for digital marketing purposes in ecommerce businesses and to rationally analyse how those video generative AI models benefit or affect e-commerce companies. To meet the research objectives, mixed methodologies of experimentation and content analysis were deployed. It was observed that the video outputs from the tested models were not yet suitable for digital marketing and appeared underdeveloped. Additionally, the SWOT analysis revealed advantages like low costs, alongside concerns such as intellectual property issues.