In this episode of "Digital Marketing from the Coalface," Dave and Leslie explore the critical shift in how AI models and AI-powered search engines process and index video content. Moving beyond simple metadata, AI models now "tokenise" video, analysing visual frames and audio streams to extract technical data and sentiment. High-fidelity video production is no longer just an "aesthetic choice" but a data integrity requirement to ensure AI accurately interprets complex products and engineering solutions. The discussion also focuses on the strategic risk of "Brand Drift" a phenomenon where AI models, lacking sufficient and up-to-date high-quality data, begin to hallucinate technical specifications or fill knowledge gaps with obsolete data or competitor information. To avoid the pitfall of AI hallucinating facts about your brand, and in order to allow to speak about your business with authority, your business needs to guide and correct the AI narrative about your brand. Relying on video production is a powerful way to feed AI models with plentiful relevant information.