Determine if AIGC commercials solve real communication challenges before project initiation.
Brands often jump straight to production inquiries after seeing flashy AI-generated videos, but AIGC commercials are not a universal solution for all brand content. The first step in project initiation is returning to communication objectives. Website ads require stable, clear, and consistently presentable brand messaging, while social media demands fast-paced, emotionally engaging, and shareable visual impact. These two scenarios rely on AIGC to different degrees. Homepage hero videos prioritize consistent brand tone and image quality, whereas social short videos emphasize creative speed and novelty. If a brand cannot articulate the campaign goal in one sentence, the project will face endless revisions regardless of whether traditional filming or AIGC is used.
There are three criteria. First, does the product have visually demonstrable selling points, such as form changes, material details, usage scenarios, or data visualization? Second, is the target audience receptive to AI-generated aesthetics? Users in tech, fashion, gaming, and new consumer sectors are more open to non-photorealistic or surreal imagery. Third, do the budget and timeline allow for at least two rounds of creative iteration? AIGC excels at rapidly generating multiple concepts but lacks precise controllability, requiring buffer time for revisions. If the brand allows only one chance for the final deliverable with no rework, traditional filming or 3D rendering may be safer.
Risk warning: Do not blindly follow competitors simply because they have released AI-generated ads. If your brand tone emphasizes authenticity, trust, and professionalism—such as in healthcare, finance, or industrial equipment—the synthetic look of AIGC may undermine credibility. An exception applies if the product itself is an AI tool or digital service; in this case, AI-generated visuals can reinforce product attributes. Under these circumstances, AIGC videos can serve as core assets for website hero visuals or social media content series.
Define usage tiers and version planning for AIGC content assets.
AIGC content assets involve more than just a single final video. Website ads require horizontal 16:9 or 21:9 widescreen versions, while social media requires vertical 9:16, square 1:1, or story-format 9:16 versions. Cover frames, subtitle safe zones, and duration limits vary across platforms. Brands must list all delivery platforms during project initiation, including website homepages, product detail pages, WeChat Channels, Douyin, Kuaishou, Xiaohongshu, Bilibili, YouTube, and Instagram. Each platform has specific requirements for video duration, resolution, bitrate, and subtitle formats; always refer to the latest official guidelines before publishing. Production teams must plan master files and derivative versions based on these requirements.
Action item: The brand should provide a platform list specifying content types for each channel, such as website hero visuals, social feed ads, pinned brand account videos, or KOL repost materials. Based on this list, the production team should deliver a version matrix including the main film, 15-second highlight, 30-second full version, 6-second bumper, vertical version without subtitles, vertical version with subtitles, static cover frame, and animated GIF. Each version must have independent acceptance criteria; approving only the main film is insufficient.
Evaluation criterion: If the brand cannot provide a platform list, the production team must proactively request it; otherwise, post-production will face chaotic, repetitive exporting of different formats. The risk is that AIGC-generated imagery may lose key compositional elements during scaling or cropping, such as the subject being cut out of frame. Therefore, safe margins must be considered during storyboarding to ensure the subject remains intact in both vertical and horizontal formats. Exception: If the video is intended solely for single-screen website display with no social media distribution, the version matrix can be simplified, but at least one backup version should still be retained.
Required materials checklist for brands and confirmation steps for production teams.
Pre-production for AIGC ads relies more heavily on input materials than traditional filming. Brands must prepare the following: brand visual guidelines, including logo, standard colors, fonts, and icons; high-resolution product images or 3D models, preferably featuring multiple angles and material close-ups; core selling point copy covering features, benefits, and use cases; target audience profiles detailing age, interests, and consumption habits; and visual references, which may include competitor ads, film clips, art style images, or any material conveying the desired mood. These materials directly influence the direction and controllability of AI-generated content.
Production team confirmation steps include: holding a creative workshop with the brand to prioritize selling points; generating style boards based on reference materials covering color, lighting, texture, and camera movement; producing AI test clips to validate style feasibility; and delivering a storyboard script specifying visual descriptions, duration, transitions, and audio cues for each shot. These steps must be completed before formal production begins; otherwise, post-production revision costs will be extremely high.
Risk warning: Reference images provided by the brand may contain copyrighted content, such as movie stills or third-party advertisements. The production team should remind the brand to use only original or licensed materials as style references and prohibit direct copying. Consequence: If copyright infringement in reference materials renders the final video unusable for commercial purposes, the brand assumes legal liability. Exception: If the brand owns the copyright or has obtained authorization for the materials, they may be used without concern.
Collaboration methods between AIGC and traditional filming during the production phase.
AIGC commercials are not necessarily fully AI-generated. Most projects use a hybrid approach where traditional filming captures real products, people, or locations, while AIGC extends backgrounds, generates VFX, alters environments, or creates surreal elements. This collaboration balances realism with creative freedom. During production, the brand must confirm on-site conditions, including venue, lighting, talent, props, and equipment. If real people appear on camera, image rights agreements must be signed; if shooting on location, permits must be obtained.
In practice, the crew first films product footage, including rotating shots, close-ups, and usage scenarios. AI tools then extend this footage by placing the filmed product into AI-generated virtual environments or overlaying AI elements onto live-action shots. Lighting and angles must match during filming to ensure consistent illumination between AI backgrounds and live subjects. If live filming is impossible, full AI generation is an option but requires precise prompting and multiple iterations.
As a guideline, retain at least 30% live-action footage if the product is physical and requires realistic texture. Fully digital services or virtual items can be entirely AI-generated. Risks include distorted facial and hand details in AI-generated characters, especially in close-ups. Therefore, storyboards should avoid prolonged facial close-ups or substitute live actors. An exception applies if the brand accepts stylized treatments like cartoon, abstract, or glitch art, where AI distortions become stylistic features.
AIGC Iteration Workflow and Quality Control in Post-Production
Post-production is the most critical phase for AIGC commercials. AI-generated content often requires multiple iterations to meet usable standards. The production team should establish version control, logging prompts, parameters, timestamps, and revisions for each generation. Brands must participate in key reviews, including style tests, rough cuts, fine cuts, color grading, and sound design. Each milestone requires a designated decision-maker to prevent conflicting feedback from causing excessive revisions.
The specific workflow begins with generating style test clips to confirm the overall visual direction. Next, generate key shots, including product displays, scene transitions, and VFX elements. Third, assemble a rough cut to establish narrative pacing and shot sequence. Fourth, refine visuals by fixing AI artifacts such as warped lines, unnatural shadows, or flickering textures. Fifth, perform color grading to ensure consistency across all shots. Sixth, complete sound design, including background music, SFX, voiceover, and ambient audio. Finally, add titles and graphics, including brand logos, product names, selling points, and CTA buttons.
Acceptance criteria require written documentation at every stage. For example, color grading must verify alignment with brand guidelines, audio must meet platform loudness standards, and subtitles must remain within safe areas. A risk is that upscaled AI footage may lack resolution, requiring super-resolution tools that increase processing time. However, lower resolution may be acceptable for small-format social media playback, whereas website hero visuals require high-resolution masters.
Delivery Acceptance Checklist and Version Management Best Practices
Delivery involves more than simply providing a video file. Brands should review items against an acceptance checklist to avoid post-delivery disputes. The checklist includes verifying that scripts and storyboards match the final video; visuals are clear without compression artifacts; colors are consistent without casts; audio is clear without distortion or noise; subtitles are accurate, typo-free, and synced to voiceover; logos and product names are correct; all versions are included, covering landscape, portrait, and various durations; and source files are delivered, including project files, AI assets, live footage, audio files, and fonts.
Upon receiving the final video, the brand should test playback across devices, including phones, tablets, computers, and TVs. Verify upload quality on different platforms, as compression algorithms like those on TikTok may affect visual fidelity. The production team should provide delivery notes listing all filenames, formats, intended uses, and usage rights. Brands should retain all source files for at least one year to facilitate future edits or re-exports.
Risk Notice: If the brand does not submit revision requests within the acceptance period, acceptance is deemed automatic, and subsequent revisions may incur additional fees. Therefore, the acceptance period should be explicitly stated in the contract, such as seven business days. An exception applies if the final video contains obvious technical issues, such as flickering visuals or audio desynchronization, in which case the brand has the right to request free corrections. Regarding deliverables, missing source files prevent secondary editing, such as changing subtitle languages or cropping different versions; thus, complete source files are a mandatory condition for acceptance.
Applicable Boundaries and Inapplicable Scenarios for AIGC Commercials
AIGC commercials are not a universal solution. Applicable scenarios include products not yet in mass production requiring advance promotional videos; projects needing numerous scene changes where live-action costs are prohibitive; rapid response to trending topics with short production cycles; and personalized versions, such as customized visuals for different audiences. Inapplicable scenarios include products with strict authenticity requirements, such as food, pharmaceuticals, and medical devices; brands emphasizing human connection that require genuine emotional expression; showcasing internal structures or precision craftsmanship where AI generation may lack accuracy; and seamless integration with live-action footage where AI-generated visual styles differ significantly.
Decision Criteria: If the brand cannot accept any visible AI artifacts, AIGC should not be used. If the brand accepts stylized visuals but needs cost control, AIGC can significantly reduce set construction and post-production VFX expenses. A key risk is potential copyright disputes over AIGC content, such as third-party works in training data. Therefore, brands should require production teams to provide documentation on AI tools used and confirm commercial usage rights. An exception applies if the brand uses proprietary AI models or commercially licensed tools, which can mitigate copyright risks.
Another inapplicable scenario involves long-term visual consistency across assets, such as ad series, where AIGC randomness may cause stylistic inconsistencies between videos. In such cases, establishing an AI style library with fixed prompts and parameters is recommended, though manual intervention remains necessary. If the brand lacks time for multiple iterations, traditional filming may be more efficient.
Next Steps and Action Guide
Before launching an AIGC commercial project, brands should complete three steps. First, define core communication objectives and specific problems to solve, such as improving website conversion rates, increasing social media engagement, or enhancing brand tech perception. Second, collect at least ten reference images, including both preferred and disliked examples, to communicate stylistic direction with the production team. Third, list all delivery platforms and version requirements to assess internal capacity for handling subsequent revisions.
Once preparation is complete, contact the production team for preliminary discussions. Bring your checklist and request past case studies and style test samples. Avoid rushing price comparisons; first verify whether they understand your brand and product. If they focus solely on technology without discussing strategy, project risk is high. Conduct a small-scale test first, such as generating three to five key shots, to validate style and controllability before committing to full production. This reduces trial-and-error costs and clarifies expectations for the team.
Finally, maintain realistic expectations of AIGC technology. It will not replace creativity but amplifies creative efficiency. The brand's value lies in providing clear communication goals and brand boundaries, while the production team's value lies in transforming AI tools into viable commercial content. Collaboration between both parties ensures AIGC commercials effectively serve website advertising and social media campaigns.
If you are preparing an AIGC commercial project, start by organizing your brief, reference images, product or corporate materials, delivery platforms, and copyright scope before proceeding.AIGC Video Services Page, translating abstract preferences into actionable production boundaries.
