AI creative still needs a production process.

Start with the brief

Name the audience, the communication job, the required formats and the constraints. Specify which product details must remain accurate and which elements may be interpreted creatively. Keep reference material and usage rights clear.

A vague brief can produce a large number of attractive outputs without a usable campaign idea. Resolve the central message before scaling variations.

Separate exploration from final production

Use early generations to test direction, composition and visual language. Once a direction is chosen, track versions and maintain the details that need continuity across shots or placements.

Do not assume a strong still frame will become a coherent sequence. Review motion, timing, product consistency and the relationship between visuals and sound.

Review the claim and the craft

Check text, branding, proportions, factual implications and technical quality. A generated scene may accidentally imply a product capability or endorsement that the brief did not authorise.

Use people with the appropriate context to sign off the creative and the commercial claims. The same person need not own every part of the review.

Keep publishing as a separate action

Export approved assets with clear names, dimensions and versions. Campaign setup, targeting, budget and publication require their own checks. A workflow that can generate an ad should not automatically acquire permission to spend money or publish it.

Learn from the campaign

Compare performance with the communication hypothesis and inspect audience response. More variations are useful when they test meaningful differences. A five-minute generation story is less important than a production system that produces coherent, accurate work people can use.