This video was apparently made by the product manufacturer, but the science on it looks pretty simple: in an avalanche, airbags raise “buoyancy” and push skiers to the top of the snow.
In an avalanche that comes from behind and knocks you down, you might not get the chance to inflate the bag, but it seems like your survival chances would still be improved by wearing one. Therefore, these should be mandatory equipment for anyone going off-trail.