If you’re following the AI conversation in our rapidly evolving digital world, you know ethical dilemmas (and the impassioned internet conversations around them) aren’t infrequent.
On the AI video side of things, the ethics are less dramatic. At least, we don’t have to wonder if a robot maid can drop a table on you while you sleep. But we do care about the responsible use of artificial intelligence when creating video content.
Video is emotional, persuasive and highly shareable, which makes it especially effective. Using AI unlocks the potential for dramatic scale, allowing anyone to create a video in a fraction of the time it took before.
It’s a win-win for customers, who want more video from brands, and companies, who want to create better quality videos for less time and money.
But what about the ethical side of things? Questions like:
- Are artists compensated fairly for their work in AI videos?
- Can the AI hallucinate and share wrong info?
- How will an AI video platform maintain ethical standards as the technology evolves?
Our take is simple: Responsible AI isn’t just about what a model can do. It’s about the system around it. The controls. The guardrails. The credentialing and audits. We believe humans should choose how the tech behaves based on their standards, not the vendor’s defaults. That’s what we do with Lucas AI Video Creator, and this post gives some insight into how that works.
Why Ethics in AI Matter
AI isn’t just a background technology. It’s more than going to ChatGPT to ask it for a banana bread recipe or how to debug your Alexa. It’s influencing what people see and understand, the decisions they make, sometimes without them realizing it.
And when AI is used in customer-facing communication, especially something as influential as video, the stakes are higher. Video builds trust quickly. It feels human. It connects and persuades in a way text alone often can’t.
That’s why using AI responsibly matters so much to us. When AI gets something wrong, sounds overly confident based on bad info or is misaligned with a brand’s values, it doesn’t only create confusion. It also erodes trust, impacting the next message you share, whether made with AI or not.
Accuracy is a top priority for your customers too. According to the latest research: 61% of consumers who worry about AI cite the risk of inaccurate content as a top concern. But most consumers believe their concerns can be addressed, and when it comes to AI video, the sentiment is overwhelmingly positive, particularly among younger generations like Gen Z and millennials, where 77% want to receive AI videos from brands.
The case for AI is clear, given how it scales production, but it needs to be done the right way. Here’s how we make that happen.
Giving Control to Humans
We like to say that Lucas doesn’t have an ego. You’re in charge here.
Do you want to allow generative AI footage or do you prefer to use only stock? Or maybe you’d rather pull from your own library of media? For content, should Lucas pull from your knowledge base or a specific set of company materials or do you want him to access LLMs for additional context?
You can enable or disable specific AI capabilities, including generative models, based on what you’re comfortable with. You can choose if you want to include avatars, text-to-speech and other elements. You can also define custom brand rules so Lucas follows your company-specific requirements, not a generic default.
And nothing is locked in. The last step is always a human review. Even after a video is generated, you can change the copy, visuals and more with our intuitive touch-up editor. In short, AI handles the heavy lifting, but humans stay firmly in the driver’s seat.
Creative Inputs With Licensed Options
With AI content, there’s always a question about who makes it. With our videos, Lucas creates the script, storyboard and final scenes, but the footage can come from any source.
When brands use licensed stock footage from partners like Getty, artists are fairly compensated for their work. As mentioned above, you can also pull from your own media library if you already have approved visuals, or you can let Lucas generate footage for any scene if that’s what works best for your project.
At its core, this isn’t about replacing human creativity. It’s about unlocking it. AI helps remove bottlenecks so creative teams can focus on ideas, impact and iteration, expanding what they can create and how effective that creative is.
AI Video, Hallucination-Free
AI can be incredibly helpful, but it also has a well-known flaw: It can sound convincing even when it’s wrong. That’s not acceptable if you’re drafting a script for a video going to millions of customers (or heck, even 10 customers).
At Idomoo, accuracy is baked into how Lucas works. Instead of pulling information from the open web or guessing based on patterns, Lucas grounds every video in approved, verified sources. Using retrieval-augmented generation, he generates scripts from content you’ve already vetted — things like product documentation, FAQs, internal materials or other trusted sources.
Teams can also decide exactly where information is allowed to come from. You can restrict sources, define rules and set boundaries so AI video messages always reflect the right information. The result is video that’s fast and scalable, without sacrificing credibility.
ISO 42001 Certified for Ethical AI
Responsible AI requires structure, accountability and ongoing oversight. Just ask the folks at the International Organization for Standardization. They recently created the ISO 42001 credential, a globally recognized standard designed specifically for governing the ethical use of artificial intelligence across its entire lifecycle.
We were the first provider in our field to become ISO 42001 certified, and it reflects our commitment to the responsible, ethical use of AI in our Next Generation Video Platform.
This certification focuses on how AI systems are designed, deployed, monitored and improved over time. It’s not a one-time checkbox. It requires continuous evaluation, documented controls, regular audits and clear ownership over how AI is used and managed inside the organization. In other words, it’s about building responsibility into the system.
Along with our rigorous data security standards, this latest credential gives our customers confidence that they’re working with a partner who takes governance and ethical AI seriously.
How AI Video Supports Fair Access to Information
Ethics isn’t only about preventing harm. It’s also about doing good. With AI video, that means expanding access to information and making it easier for more people to understand the information being communicated.
According to the State of Video Technology report, interest in AI video is especially strong among minorities.
- 75% of minority respondents said they’re interested in receiving AI videos from brands with African Americans and Native Americans leading among all demographics at 82%.
- Minorities are nearly 3x more likely to prefer receiving an AI video generated from a document rather than the document itself.
That means AI video helps foster inclusion, improving the accessibility of information for a host of use cases: customer onboarding, employee training, customer support and more — places where confusion can create real problems for people.
And our AI technology even allows hyper-personalization (we’re the only ones who do this), so you can leverage the power of Personalized Video to further improve relevance, comprehension and connection across diverse audiences.
Responsible AI for Next Gen Video
AI innovation — done ethically and with appropriate guardrails — is central to our mission to revolutionize the world with Next Generation Video.
As AI video continues to evolve, our focus stays the same: responsible systems that prioritize quality without sacrificing scale, enterprise-grade security and transparency, and continuous improvement.
If you want to see how Lucas AI Video Creator helps teams scale video with confidence, we’re ready to wow you.
