AI video tools are making waves, and HeyGen has been creating buzz as a potential game-changer for marketing and communications. The platform promises to deliver polished videos featuring AI avatars that can speak multiple languages, offering an efficient and cost-effective alternative to traditional production methods.
We decided to give it a go. Here’s our take on what works, what doesn’t, and whether HeyGen deserves a spot in your toolkit.
What Is HeyGen?
HeyGen is an AI video platform designed to create videos featuring hyper-realistic AI avatars. The process is straightforward: write a script, select an avatar and voice, and let the platform generate the video. Additional options like the built-in ChatGPT feature simplify script creation by offering AI-assisted suggestions, making it easier for users to draft engaging content quickly. Its ability to produce multilingual content makes it especially appealing for global audiences.
The platform offers two key approaches for creating videos:
Using Pre-Designed Avatars – Choose from a variety of built-in avatars and voices to quickly generate professional-looking videos. This option is ideal for those seeking a fast, polished result without any additional setup.
Creating a Custom Avatar – Upload a short video of yourself to create a personalised avatar that mirrors your likeness and voice. This adds a unique, human touch to your content but requires more effort, including recording a video and reading a script for authorisation.
The concept is undeniably appealing—no need for cameras, actors, or hours of editing. But does HeyGen live up to its promise?
Our Experience with HeyGen
The Setup
Getting started with HeyGen was straightforward. The signup process was quick, and the dashboard was intuitive and easy to navigate. Creating a video involved just a few simple steps:
Choose an avatar.
Write or upload a script.
Select a voice and language.
Click “generate” and wait for your video to process.
Our first test video rendered in less than 10 minutes, showcasing the platform’s rapid turnaround, a feature explored under its Speed and Efficiency benefit.
When we attempted to create a custom avatar with our General Manager Connon Daly, the process became more involved. We had to record a two minute clip of our him speaking and have him read a specific script provided by HeyGen giving permission for them to use his likeness and voice to create his custom avatar. Once approved, custom scripts can be added to generate personalised videos. Unfortunately, this process revealed some significant limitations, which we’ll explore further below.
Use Case: Creating a Promotional Video for Our Webinar
To explore HeyGen’s functionality, we wanted to create a promotional video for our Microsoft Copilot for 365 webinar. We aimed to create a visually engaging and dynamic video specifically designed for social media. We tested HeyGen’s capabilities using both its pre-designed public avatars and voices, as well as a custom avatar. This approach allowed us to compare the quality, effectiveness, and ease of use of both options and determine whether HeyGen could serve as a valuable tool for similar projects in the future.
What Worked Well
Natural(ish)-LookingAI Avatars and Audio: HeyGen’s built-in avatars and voices performed well. The audio, while still bearing the hallmark AI tone, was smooth and surprisingly natural. You can choose from various tones, such as conversational or formal, which adds flexibility depending on your content's purpose.
Multilingual Capabilities: This feature stood out as one of HeyGen’s strongest assets. We tested the platform’s video translation features in Mandarin and Spanish, and the avatars adjusted seamlessly, delivering content with appropriate lip-syncing for each language. For organisations looking to cater to a global audience, this is a fantastic feature; however, it unfortunately does not yet include Te Reo, which limits its appeal for organisations aiming to localise content for New Zealand audiences.
Speed and Efficiency: A two-minute video took less than 10 minutes to produce, offering a rapid turnaround that is a significant advantage for those who need to create multiple videos quickly or meet tight deadlines. This efficiency can be particularly appealing when compared to the potentially higher costs and time required for producing similar videos in-house.
Ideal for Internal Content: For training, onboarding, or explainer videos, HeyGen offers a professional solution that doesn’t require a full production team. It’s quick, reliable, and polished enough for internal use, where the slightly unnatural appearance of avatars is less likely to be an issue.
Where It Fell Short
Creating Our Own Avatar Didn’t Work: Here’s where the platform stumbled significantly. When we tried uploading our own video to create a custom avatar, the results were disappointing. The platform struggled to recognise and process our New Zealand accent, resulting in incorrect pronunciation and tone. To make matters worse, when we attempted to export our avatar and script, the videos failed to render properly. Despite this, the two failed videos were still deducted from our quota, adding to the frustration. We had hoped to complete three successful tests to evaluate the platform’s potential for ongoing use, but these issues undermined our confidence in its reliability with custom avatars.
“Out of the Box” Avatar Limitations: While HeyGen’s out of the box avatars are impressive in some respects, they still fall into the unnatural category. Their slightly robotic appearance and occasional misalignment of arm movements with the script might work for internal content. However, for public-facing campaigns where authenticity and a human touch are critical, these limitations could detract from the overall impact.
Cost Considerations: The pricing model may not suit everyone. While the basic subscription offers limited functionality, such as three video exports, the Teams plan—priced at 828 USD annually per seat—is required to access advanced features. While we haven’t explored competitor tools in depth, HeyGen’s pricing appears comparable to others in its category.
Is HeyGen Worth It?
The answer depends on your needs.
Yes: If you need quick, polished videos for internal use, multilingual content, or simple explainer videos, HeyGen is a good choice. Its intuitive interface and fast turnaround make it a valuable tool for these purposes.
No: If your audience expects warmth, personality, or a human touch, HeyGen might fall short. This is especially true for projects where voice or accent nuances are critical—such as content tailored for New Zealand audiences. Additionally, our experience with creating a custom avatar highlighted some significant challenges. The platform struggled with accurately recognising and processing New Zealand accents, resulting in unnatural pronunciation and tone. These limitations made the custom avatar less effective, further reducing HeyGen’s suitability for audiences that require authentic, human-like engagement.
The Verdict
HeyGen is a powerful tool that offers impressive functionality, but it’s not without its limitations. Its intuitive interface, fast turnaround, and multilingual capabilities make it a good fit for certain use cases, especially internal or multilingual content.
However, its struggles with accents, occasional rendering issues, and reliance on slightly unnatural avatars limit its broader appeal.
We recommend starting with the free plan to explore HeyGen’s capabilities, particularly for internal or experimental content, before committing to a subscription. It’s perfect for certain content types, but for projects demanding a real human touch, traditional production might still be the better choice.
Have you given HeyGen a go? Let us know— we’d love to hear how it worked for you!
