# FAQ ## Does AI mean marketers should make ten times more video? > **Summary:** They probably can—but the better play is a strong core idea working harder across audiences, channels and journey stages. They probably can. That doesn't mean they should. The better opportunity is to create a genuinely strong core idea and make that idea work harder: different audiences, channels, industries, accounts, moments, formats and stages of the buying journey. AI is most powerful when it multiplies good creative, not merely output. --- **Sources:** - [HUb AI Video work](https://hubsanfrancisco.com/work/ai-video/) - [About HUb](https://hubsanfrancisco.com/about)