Chris Savage on the Future of Video Marketing: AI, Localization & Global Growth | Wistia 2025

1. How is Wistia thinking about the role of video in global marketing strategies in 2025? Are you seeing more demand for tools that support regional or audience-specific content?

Video is no longer just a single asset. It’s the backbone of marketing. It fuels social engagement, can be educational and builds trust fast. But, to successfully reach a global audience, it has to be personal, relevant and easy to produce at scale. This is where localization comes in. Not just subtitles of an audience’s native language, but voice dubbing of the language.

At Wistia, we have doubled down on innovation with AI dubbing, translations and automated workflows in video. These tools help marketers reach a global audience that feels authentic and helps build trust and loyalty.

2. What’s Wistia’s perspective on the use of AI in video production and personalization? Are there features within the platform that help streamline tasks such as transcription, translation, or targeted content delivery?

At Wistia, we see AI as a powerful tool to help marketers scale their video efforts without sacrificing quality. Our 2025 State of Video Report found that there’s been a massive shift in how AI is being used. Last year, just 18% of video professionals reported using AI to create content. This year, that number has more than doubled to 41%, reflecting the growing demand for more efficient and versatile video production.

But AI’s role goes beyond speed and scale. It also plays a critical part in improving video accessibility. Wistia has an AI-powered transcription feature that automatically generates transcripts as soon as a video is uploaded, making it easy to repurpose content or add captions. In fact, we’re the first video marketing platform to offer end-to-end AI translation and voice dubbing, enabling users to localize their videos with just a few clicks. All marketers need to do is simply generate a transcript and choose the desired languages to add captions or dubbed audio. On the delivery side, Wistia also leverages a global Content Delivery Network (CDN) to optimize streaming performance, ensuring audiences get the best possible viewing experience wherever they are.

AI should enhance, not replace, the human element in video. Trust and authenticity still come from people. The tools that will truly succeed are those that integrate seamlessly into existing workflows, making adoption easier and impact greater.

3. How important is delivering region-specific, culturally relevant video content in building brand loyalty among international audiences?

It’s very important. When you’re speaking to international audiences, region-specific and culturally relevant video content can make all the difference in how your brand is received. People typically connect more deeply when content feels tailored to them. Not just in language, but in tone, visuals and references that reflect their culture. It builds trust and makes brands feel more human.

With Wistia tools like AI-powered dubbing and localization, it’s easier than ever to create content that resonates across different markets – without needing to reinvent the wheel for every region. In the long run, thoughtful and authentic content is what will drive loyalty and lasting relationships with audiences.

4. What key metrics can marketers track in Wistia to understand the impact of their video efforts?

Wistia provides marketers with a robust set of analytics to measure the true impact of video efforts. Key metrics include play rate, which shows how many viewers are actually clicking play (helpful for evaluating thumbnails and video placement) and engagement graphs, which reveal exactly where viewers are dropping off, skipping ahead or rewatching the video. Video heat maps also offer even deeper insights at the individual viewer level, highlighting which parts of a video resonate most with audiences.

For marketers focused on conversions, Wistia tracks in-video elements like turnstile forms, calls-to-action and annotations to drive lead generation and engagement. Marketers using Wistia Channels also benefit from aggregated insights that show how their entire video libraries are performing and which content drives the most value. Together, these metrics empower teams to move beyond surface-level stats and make more strategic, data-driven decisions about their video content.

5. How does Wistia see the balance between native capabilities and third-party integrations? Are there areas where you're intentionally leaning into partnerships versus building in-house?

At Wistia, we focus on blending powerful native features with seamless integrations, so marketers get the best of both worlds – without disrupting their existing tech stacks. Our team is committed to making video creation and marketing accessible to everyone, not just seasoned video producers, which is why we invest heavily in integrated capabilities like AI-powered transcription, dubbing and video editing tools. These features allow marketers and teams of all sizes to create high-quality, on-brand content without needing a full in-house production crew.

Whether it’s our integrations with HubSpot or Marketo for lead tracking, or Pardot for analytics, we lean into partnerships that make user workflows smoother and more powerful. Ultimately, it’s about giving teams the flexibility to move fast and create videos without friction, regardless of their production experience.

6. As companies scale their video libraries, how is Wistia supporting consistency in quality, branding, and workflow efficiency across large teams and multiple campaigns?

As companies grow their video libraries, Wistia makes it easy to stay consistent and efficient across teams and campaigns. Built-in brand controls, such as custom video players, colors and thumbnail presets, keep everything looking consistent and on-brand. Content stays organized with folders and channels and user permissions help make sure the right people have access to the right tools.

For teams juggling a lot of video content, Wistia Channels also helps to group videos into branded collections that double as landing pages. Plus, with features like automatic transcription and AI-powered localization and integrations within the platform, workflows are smoother and faster. This lets teams scale their video content fast, without sacrificing quality or control.

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