Before project initiation, confirm whether reference images serve as style anchors or content blueprints.
The first step in initiating AIGC commercial and AI product video projects is clearly defining the function of reference images. Reference images can serve two roles: one as a style anchor to lock in visual tone, color palette, texture, and cinematography; the other as a content blueprint to specify subject actions, scene structure, product placement, and narrative sequence. Brands must explicitly state which type is required during pre-production meetings. If reference images address only style, creative freedom in generation can be preserved, allowing more room for post-production adjustments. If they serve as a content blueprint, every frame’s subject, perspective, and motion path must correspond precisely, leaving no room for arbitrary interpretation during generation.
The criterion is simple: check how many elements in the reference image must appear exactly as shown. Product appearance, packaging details, character likenesses, and scene landmarks are hard elements that must be included in the content blueprint. Color, lighting, focal length, depth of field, and grain are soft elements suitable for the style anchor. When preparing references, brands should organize them into two folders: Style References and Content References. During the kickoff meeting, the production team must verify whether each reference is a hard constraint or a soft suggestion and record the conclusions in the project brief. Without this step, the generation phase risks style drift or overly constrained content resulting in rigid visuals.
The risk is that brands often mistake reference images for final screenshots, expecting AIGC to replicate them exactly. This expectation must be corrected. Reference images are a starting point, not the destination. Production teams must proactively explain that generative imagery involves randomness; even with identical parameters, two generations will never be identical. Therefore, define an acceptable style deviation tolerance during project initiation, such as allowable color shifts for the subject or permissible simplification of background details. This tolerance must be included in acceptance criteria and serve as the benchmark for all subsequent stages.
Style boundaries must be locked down using both written descriptions and visual samples.
Reference images provide only a visual impression and cannot replace precise written descriptions. Style boundaries for AIGC commercials must be defined by both text and visual samples. Descriptions must be specific enough to be actionable, such as "high-saturation warm tones without neon fluorescence," "slight film grain with sharp subject edges," or "slow camera movement with subtle handheld breathing." Avoid abstract terms like "premium feel," "futuristic," or "cinematic," as they cannot guide generation parameters or serve as acceptance criteria.
Production teams must translate written descriptions into a verifiable checklist of visual attributes, such as color temperature range, contrast levels, saturation grade, depth of field, motion blur intensity, noise type, and lens distortion characteristics. Each attribute requires a corresponding reference image or test clip. During review, brands should verify items against this checklist rather than giving vague feedback like "it feels wrong." This process significantly reduces rework.
Additionally, establish negative boundaries by explicitly defining prohibited styles. Examples include "no cartoonish aesthetics," "no overexposed Japanese-style highlights," and "no lens flare effects." These negative boundaries must be documented in project files, applied as negative prompts during generation, and avoided during color grading and VFX. Without negative boundaries, generated results risk drifting toward uncontrolled aesthetic deviations.
Reserve replaceable asset layers for AIGC during filming.
AIGC commercials do not need to rely entirely on generation; live-action footage and generated content can be combined. During filming, reserve replaceable asset layers for AIGC by separating shots into background, subject, foreground, and VFX layers. This allows post-production to replace specific layers with generated content without redoing the entire frame. Before shooting, brands must specify which shots are primarily live-action, which combine generated subjects with live backgrounds, and which are fully generated. This decision impacts shot lists and budget allocation.
During filming, use clean backgrounds whenever possible to facilitate post-production segmentation and replacement. For product shots, use solid colors or green screens, avoiding complex textures and reflections. For talent, ensure clothing colors contrast with the background to simplify keying. Lighting must provide sufficient brightness separation between subject and background to enable accurate AI boundary detection. Confirm these details on set; otherwise, consistency across generated layers cannot be ensured in post-production.
Additionally, capture multiple versions of footage, including varying angles, focal lengths, and motion speeds. These variations serve as input references for generative models, helping them understand subject structure and motion patterns. Production teams should log parameters for every shot—including focal length, aperture, shutter speed, ISO, and motion path—as this data improves consistency during generation.
In post-production, control style drift through iterative generation and manual correction.
The post-production focus for AIGC commercials is the iterative process. The production team must establish a generate-evaluate-correct workflow loop. After each generation round, check items against the style boundary list, record deviations, adjust prompts, parameters, or reference images, and then generate the next version. This cycle may require multiple iterations; brands should allocate sufficient revision rounds rather than expecting a final cut in one pass.
Manual corrections primarily address three types of issues. First, structural problems such as subject distortion, incorrect finger counts, or inaccurate perspective require manual retouching or partial regeneration. Second, style consistency issues, such as color mismatches across shots, require unified color grading. Third, detail quality issues, such as jagged edges, blurry textures, or unnatural noise, require manual cleanup. The production team must clarify which issues can be resolved via generation and which require manual intervention to avoid wasting time on excessive generation attempts.
Post-production must also ensure audio-visual synchronization. AIGC-generated footage may contain motion blur or specific movement rhythms that music and sound effects must match. During review, brands should evaluate the coordination of visuals and audio, not just the visuals alone. Sound design must also fall within style boundaries, specifying choices like electronic synthesis versus acoustic instruments and whether the mix should be clean or spatial.
Delivery acceptance should be broken down by stage, not based solely on the final film.
Acceptance of AIGC commercials should not rely solely on the final cut but must be segmented by stage. Scripts, storyboards, generated assets, edited versions, color-graded versions, audio mixes, subtitled versions, masters, and source files each require independent acceptance criteria. During acceptance, brands should verify each item against the objectives and style boundaries defined at project initiation. For example, check if the script accurately conveys core selling points, if storyboards cover all key visuals, if generated assets meet resolution requirements, and if editing pacing suits the target platform.
The acceptance checklist should include the following items: first, content accuracy, ensuring product appearance, functional demonstrations, and brand information are correct; second, style consistency, confirming all shots remain within style boundaries without significant drift; third, technical quality, verifying resolution, frame rate, codec, and color space meet delivery platform requirements; fourth, copyright integrity, ensuring clear rights for all generated content, music, fonts, and assets with traceable licensing documentation; fifth, source file completeness, archiving project files, generation parameters, prompts, reference images, and asset links to facilitate future revisions or derivative works.
During acceptance, brands must maintain written records, documenting the approver and timestamp for each stage. This ensures traceability to specific stages if issues arise later. Additionally, agree on the number and scope of revisions to prevent project overruns caused by unlimited changes. Upon acceptance, clearly define copyright ownership, specifically for AIGC-generated content, detailing whether it belongs to the brand and whether usage in other channels is permitted.
Applicability boundaries: Not all brand projects are suitable for AIGC.
AIGC commercials and AI product videos have distinct applicability boundaries. Suitable projects include product concept demonstrations, virtual scene showcases, abstract concept visualization, rapidly iterating social media content, and ad assets requiring numerous variations. Unsuitable projects include shots requiring precise reproduction of real product details, segments needing authentic human emotional performance, scenes demanding strict physical accuracy, and narrative films relying heavily on brand-provided live-action footage. At project initiation, brands must assess whether the project falls within the applicable scope to avoid substandard results from forcing AIGC usage.
Additionally, AIGC-generated content carries uncertainties regarding copyright and compliance; brands should consult legal counsel to confirm usage compliance. Exercise particular caution when involving portraits, trademarks, or specific landmarks. The production team must provide records of the generation process, including models used, training data sources, and generation parameters, to facilitate the brand's compliance review.
If a project demands exceptional visual precision, emotional expression, and physical realism, traditional live-action or CGI may be more suitable. AIGC is best used as a supplementary tool rather than a replacement for traditional production. Brands should evaluate rationally and avoid neglecting core project needs in pursuit of trends.
As a next step, we recommend conducting small-scale testing before committing to the full project.
Brands evaluating AIGC commercials should first produce a test clip under 30 seconds that covers one key selling point and one stylistic direction. The test clip does not require a complete narrative but must combine live-action and generated footage to validate the workflow and style control. After testing, assess results against an acceptance checklist before deciding whether to proceed with the full project. This low-cost test effectively reduces project risk.
Additionally, brands should sign clear service agreements with production teams specifying reference image usage, copyright of generated content, revision limits, deliverables, and acceptance criteria. ONCE’s publicly listed services cover corporate videos, brand films, TVCs, product videos, overseas marketing videos, social media shorts, and AIGC video production, providing a foundational framework for collaboration. However, specific terms should be negotiated based on actual project needs rather than relying on templates.
Finally, stay informed about AIGC advancements without being dictated by tools. Brand success centers on communication goals and audience experience; technology is merely a means to achieve them. Use AIGC boldly when it enhances efficiency or creates unique visuals, and do not hesitate to abandon it when it falls short. We hope this article helps you establish clear reference and style boundaries during AIGC commercial planning and production, reducing uncertainty and improving project success rates.
If you are preparing an AIGC commercial project, start by organizing your brief, reference visuals, product or company materials, delivery platforms, and copyright scope before reviewingthe AIGC Video Services pageto translate abstract preferences into actionable production parameters.
