AI Doesn’t Replace Creativity — It Accelerates It: Inside MConverts’ Approach to Modern Video Content
Manik Kochian founded MConverts to solve a problem most B2B brands know too well: content takes too long to produce, campaigns fall flat, and growth gets stuck. Based in Stockholm, her agency combines AI-powered video production with years of content marketing experience to help businesses create high-impact promotional videos, product launches, and explainer content that stops the scroll and converts.
But here's what makes MConverts different: Manik doesn't sell the technology. She sells the content experience. AI is simply the engine that helps produce strategically crafted videos at the pace modern marketing demands. The real value lies in the creativity, storytelling, and intention behind the content—not the software used to create it.
In this conversation, Manik breaks down how she positioned herself as credible in an emerging tech space where traditional marketers remain skeptical, her framework for creating videos that drive business outcomes versus just accumulating views (and why comments are the most overlooked metric hiding real insights), and how to price AI-enhanced creative work when there's no universal market rate. If you've been told you need video content but don't know where to start—or you're worried AI will commoditize your creative services—this is the clarity you've been missing.
Building MConverts in the AI-Powered Video Content Revolution
You founded MConverts to solve a problem most brands face: content takes too long to produce, campaigns fall flat, and growth gets stuck. By combining AI-driven video production with real strategy and creative expertise, you're helping businesses create high-impact content that stops the scroll and converts. For female founders building businesses in emerging tech spaces (AI tools, creative tech, marketing automation), how do you position yourself as credible when the technology itself is so new? What made you confident enough to build a business around AI-powered video when many companies are still skeptical? How do you convince traditional marketers that AI-generated content can deliver results without sacrificing authenticity?
When you build in an emerging tech space, the biggest misconception is that you need to "sell the technology." You don't. At MConverts, our work is not defined by the tools. It is defined by the content experience we deliver. AI is simply the engine that helps us produce high-impact, strategically crafted videos at the pace modern marketing demands. The real value lies in the creativity, storytelling, and intention behind the content, not the software used to create it.
My confidence in building a business around AI-powered video came from my background in content marketing. After years working hands-on with video, it became very clear that traditional content production is incredibly difficult for B2B companies. It requires a dedicated team, significant resources, and a slow, expensive process. AI simplifies that entire workflow. It opens the door for brands of all sizes to show up consistently, stay visible, and compete. When I saw the tools emerging and saw that they actually worked while maintaining high quality, it felt like a natural evolution, not a risk.
As for traditional marketers who worry that AI sacrifices authenticity, we do not try to convince them. We focus on educating. Not all content needs to be AI-generated, and not all content should be fast or highly stylized. There is always room for balance. A strong content strategy includes many formats: human-led videos, behind-the-scenes moments, team stories, and client interviews. All of these build authenticity. AI-generated videos simply expand what is possible by helping brands announce new markets, explain features, or create visuals that were not affordable or feasible before.
A good marketer understands that content marketing is complex and that different types of content serve different purposes. The power lies in how they complement and support each other. The mindset should not be "replace," but "add." Keep the content that works, and now add new formats because the technology finally makes them accessible.
From Concept to Conversion - Creating Video Content That Actually Sells
MConverts emphasizes that you don't just create content that looks good, but content that works, driving awareness, engagement, and measurable growth. You produce everything from product launches to promotional and explainer videos designed to convert attention into results. For female entrepreneurs who know they need video content but don't know where to start, what's your framework for creating videos that actually drive business outcomes versus just accumulating views? How should founders think about the balance between production quality and speed to market? What metrics should they track to know whether their video content is working?
For entrepreneurs who know they need video content but don't know where to begin, the first step is not production. It is clarity. You need to look at your business and ask a simple question: What is our goal? Once that goal is defined, you can then decide what type of content will help you reach it with the highest impact and the least friction. Content should never exist just to fill a feed. It needs a purpose. When you start with purpose, the entire creative process becomes more strategic.
If you are starting from zero, expect a period of trial and error. Test different formats, experiment with messaging, and observe what resonates. When you find a format that works, keep it, scale it, and continue refining it. And even then, leave room to try new things. Effective video content is not a single moment. It is an ongoing process built on clarity, experimentation, and iteration.
Regarding the balance between production quality and speed to market: This is exactly where AI-powered video becomes transformative. Traditionally, brands had to choose between high-quality production and fast execution. With AI, that trade-off disappears. You no longer need to sacrifice one for the other. AI allows you to achieve both: polished, high-quality content delivered at the speed modern marketing requires. This is one of the main reasons AI-driven video has become such a powerful tool for founders who need to stay visible and agile.
On what metrics founders should track: The answer always depends on the purpose of the video. A promotional video, an ad, a product announcement, and a brand-awareness piece all require different metrics. The key is to define your goal and decide on the success indicators before you create the video.
What I will say, however, is that comments tend to be the most overlooked metric. This is often where the real insights are hiding: what your audience, clients, or partners truly think, want, question, or react to. Comments reflect genuine engagement because someone took the time to respond, not just watch. So whatever your goal is, make sure you always check the comment section. It is far more valuable than most people realize.
Scaling a Creative Business with AI - Strategy, Speed, and Sustainability
You've built MConverts around "clear strategy, fast delivery, and content that scales," combining years of experience in social media, marketing, and creative production with AI precision. For female founders building creative agencies or content businesses in 2024-2025, how do you balance leveraging AI for efficiency while maintaining the human strategy and creative thinking that clients actually pay for? What's your advice for women entrepreneurs who are worried AI will commoditize their services? How do you price AI-enhanced creative work when clients may not understand the value versus traditional production?
For female founders building creative agencies or content businesses today, the balance between AI efficiency and human creativity is actually quite straightforward. As I mentioned earlier, clients do not come to us for the tools we use. They come for our experience, our strategic thinking, and our creative judgment. AI simply allows us to scale that expertise. It gives our clients the ability to move faster, respond to trends in real time, and produce more without compromising quality. The human part remains the foundation. AI is the accelerator.
For women entrepreneurs who fear that AI will commoditize their services: My advice is not to panic. AI is not here to replace what we do. It is here to change how we do it. Every major technological shift throughout history has created the same reaction: fear, skepticism, and eventually transformation. Yes, some roles disappear, but new roles also emerge. AI is both an evolution and a revolution, and it is already reshaping how we think, work, and create. The people who adapt the fastest will benefit the most. Creativity does not become less valuable because tools become more powerful; it becomes more impactful because we have fewer limitations.
On pricing AI-enhanced creative work when clients may not understand the value: There is no universal market rate for AI-generated content, and it is generally more affordable than traditional production because we are not hiring large teams, renting studios, or managing heavy equipment. However, high-quality AI content still requires significant time, direction, decision-making, and creative labor. Good AI content—content that feels intentional, on-brand, emotionally resonant, and worth publishing—does not appear magically. It takes strategy. It takes refinement. It takes expertise.
So the way to price AI-powered creative work is simple: you price it based on the value, time, and strategic depth you bring to the project. Clients are not paying for a tool. They are paying for the result and for the creative mind guiding the process. And when they see the speed, quality, and flexibility AI enables, they understand the difference very quickly.
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