SAP replaces traditional video production with photorealistic AI avatars
Studio-quality multilingual avatars, a global playbook, a structured intake form and a centralized tracker
Video production without a shared system
SAP powers over two-thirds of the world’s transactions, and that scale demands constant communication across regions and industries. Product teams were producing their own videos, with overlapping content and no shared system. An audit found three video formats duplicated across dozens of teams, with inconsistent style and rising costs.
SAP’s marketing team started with the basics. Could content be templated or production batched? Could centralized talent reduce cost and variability? Each adjustment helped on the margins, but none came close to the 25% cost and speed improvements the business needed. The problem was not creative. It was capacity. Traditional workflows, no matter how refined, could not scale to match SAP’s global footprint. Rather than shrink its video footprint, SAP saw a chance to redesign video production entirely.
AI takes a starring role
SAP piloted photorealistic AI avatars as a creative alternative. These were studio-quality, fully multilingual avatars capable of generating content in 140+ languages, instantly and on demand. No studio bookings, no reshoots. If a line was missed, it could be regenerated instantly, even in another language.
Putting people in the director’s chair
Internal teams were hesitant to adopt a new system. SAP built a global playbook setting brand and quality standards, a structured intake form to streamline briefs, and a centralized tracker for transparency across teams and regions.
Built to engage, beat for beat
Internal benchmarks showed videos with a clear narrative outperformed demos. SAP introduced a five-part story framework running from a proactive opening line and a headline takeaway through a real-world challenge, a guided demo and a recap.
Bringing the brand into frame
SAP extended its visual language across every asset. The anvil icon became a design system, appearing in animations and layout patterns. Each video combined avatars, animated interstitials and screen recordings with subtle sound design.
Earning views while upholding values
SAP committed to using AI with clarity and care. Every video included an “AI-generated video” disclosure. Avatars were designed to reflect global diversity, so the people in SAP’s stories looked like the people watching them.
From pilot to platform
What began as a 12-video test is now a core part of SAP’s long-term brand system, with over 100 AI-driven videos in progress.
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