Explainer Video With AI: A Practical Guide for Marketers

• What it is: A production method combining Runway Gen 3, Kling, ElevenLabs and classic motion‑design to create faster, more affordable explainers.
• Why it matters: AI removes laborious steps such as rough animation and scratch voice‑over, allowing human artists to focus on story craft and brand nuance.
• Proof it works: Our recent ASPL project cut first‑draft delivery from four weeks to two while upgrading character quality.

AI‑assisted explainers merge generative video and voice tools with studio animation so brands receive richer stories, faster and for less.

Table of contents

• The AI tools we trust
• Step‑by‑step hybrid workflow
• Cost, time and quality benchmarks
• Creative safeguards and ethics
• When AI is not the answer
• Next steps and free resources

The AI tools we trust (and why)

• Runway Gen 3 – rapid motion pre‑visualisation; higher fidelity and more convincing physics.
• Kling – text‑to‑video set‑ups; generates minute‑long 30 fps shots from a single prompt.
• ElevenLabs Voice Changer – scratch voice tracks and language variants; natural cadence without VO bookings.

Our hybrid workflow, start to finish

• Discovery call – clarify objective, audience and KPIs.
• Script and concept art – humans lead; AI needs a strong brief.
• AI rough cut – generate placeholder motion or backgrounds overnight.
• Voice timing – ElevenLabs scratch VO guides scene length.
• Artist refinement – illustrators paint over key frames; animators finesse easing and lip sync.
• Client review – hosted on Frame.io with pinned feedback.
• Final polish – colour grade, licensed music, VO re‑record, accessibility captions.

Benchmarks: cost, time and quality

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• Storyboard to first draft: traditional 20–25 days → AI‑assisted 12–15 days (≈ 35 % faster).
• Revision rounds: traditional 3 → AI‑assisted 2 (≈ 33 % fewer).
• Budget for a 90‑second video: (≈ 20 % leaner).

Safeguards, ethics and IP

• Brand guardianship: AI outputs are redrawn or post‑composited to ensure originality.
• Data privacy: confidential client material is never fed into public models.
• Voice licensing: scratch tracks are always replaced by contracted voice artists in final delivery.

When AI is not the best choice

• Projects demanding strict, frame‑accurate technical visuals (e.g. medical devices).
• Brand guidelines that require a fixed illustration style without deviation.
• Narratives longer than 90 seconds, where generative consistency can drift.

Next steps

• Book a discovery session with our Brisbane team.

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About the author
Travis Hunt is the Creative Director at Explanimate! A motion design studio founded in Brisbane, in 2011.