Choose the method after defining the output
Begin with the audience, message, channel, and required formats. AI may help explore a visual concept or produce an imagined environment. A real product demonstration or testimonial needs source material that represents the product or person accurately. The choice can differ from scene to scene.
For example, a fictional background might be generated while the product pack comes from approved photography. Combining those elements still needs lighting, perspective, compositing, and review. Calling the project “AI content” should not hide those production decisions.
| Need | Method to consider | Main review question |
|---|---|---|
| Concept exploration or an imagined environment | Generative workflow with art direction | Does the visual communicate the intended idea? |
| Exact packaging or product demonstration | Approved photography or filmed source material | Does it accurately show the real product? |
| Real product in a fictional scene | Hybrid production and compositing | Are product details, lighting, and perspective consistent? |
| Real customer testimony | Documented interview or approved testimonial | Is the statement authentic and approved for this use? |
Mark the details that cannot change
Identify product shape, label text, logo proportions, colours, packaging, and any factual claims that must be exact. Supply approved reference assets and show which variations are unacceptable. An attractive image is not ready to publish if it misrepresents what a customer receives.
For a video, also define continuity requirements across shots: the same character, wardrobe, location, product, and movement. Ask for an early sample or style frame before scaling the workflow. This helps reveal whether the chosen method can meet the quality bar.
Compare the whole production scope
Ask what is included in creative direction, generation, selection, retouching, editing, audio, versioning, and quality control. Include review rounds and final file specifications. A quick first generation does not tell you how long it will take to deliver consistent, approved assets.
Discuss what happens when a required detail cannot be achieved reliably. The plan may need photography, filming, illustration, or compositing for selected elements. Treat those choices as part of the production plan rather than a promise that every scene can be generated.
Agree the publishing checks
Before production, confirm which source assets and representations of people are approved for the intended use. Review the applicable tool terms and channel requirements with the responsible team. Do not infer commercial permission simply because a tool can create an image.
At delivery, review factual accuracy, visual details, continuity, legibility, subtitles, file formats, and any required disclosure. Record the approved version and the person responsible for publication. This is a practical production checklist; rights and platform requirements still need review for the particular project.
A checklist for your first conversation
- Audience, message, and intended use
- Approved source assets and references
- Details that must remain exact
- Output formats, durations, and versions
- Human review owner and approval criteria
- Usage and channel requirements
- Alternative production method if needed
- Final approved files and publication owner
A useful AI brief defines the output and quality bar first. The production method should serve those requirements, with clear responsibility for the final result.
Put the guide to work on your project
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