How to make a commercial with artificial intelligence, from brief to delivery.

An AI commercial starts out just like a traditional one: a brief, an idea, a script, direction. The difference lies in production. Instead of (or alongside) sets, crews and shooting, the images are generated with AI models, then edited, scored and finished like in any professional production.

The result is a commercial made in less time, with more visual freedom and more flexible budgets. What doesn't change, and in fact matters even more, is direction: AI generates images, but it takes a creative eye to turn them into a story that is true to the brand. In this guide we explain how we work at Korai, an AI video production studio based in Rome, from the first brief to final delivery.

What is an AI commercial?

AI commercials are advertising videos in which all or some of the visuals are generated with generative AI models such as Kling, Veo, Sora, Seedance They can be:

Fully AI: every scene, character and setting is generated.
Hybrid: real footage (a product, a spokesperson, a location) is blended with generated scenes, effects and environments.

Both approaches make it possible to do things that would be too expensive, too slow or simply impossible with traditional production: settings anywhere in the world, imaginary worlds, seasonal changes, spectacular scenes without a set.

The 7 stages of making a commercial with artificial intelligence

1. Brief and objectives

Everything starts with the brief: the goal of the AI ad campaign, target audience, channels (TV, social, digital, events), length, tone of voice and brand guidelines. This is also when we decide whether the commercial will be fully AI or hybrid.

2. Concept and script

The creative idea is developed and the script is written, scene by scene. With AI, several concepts can be explored in a short time and presented to the client in visual form, not just in words.

3. Look development: style, characters, settings

This is the most delicate stage. We define the palette, lighting, framing, visual style and, where needed, the characters. To ensure consistency from one scene to the next, we create reference sheets for characters and environments: this is what separates a professional AI commercial from a string of disconnected clips.

4. Image and video generation

Each scene is generated with the model best suited to it: some handle faces better, others camera movement, others products. We work in iterations, with prompts written as directing notes: framing, movement, light, pacing. This is where AI direction makes the difference between a generic result and a commercial with a distinct identity.

5. Editing, sound design and voice

The generated scenes are edited as in any production. Then come music, sound design and, if needed, a voice-over, which can be recorded by a voice actor or generated with AI, depending on the project.

6. Color, finishing and formats

Color grading, upscaling and final finishing bring the commercial up to the quality required by each destination channel. The various formats are then prepared: 16:9 for TV and YouTube, 9:16 for Reels and TikTok, 1:1 or 4:5 for feeds.

7. Revisions, delivery and rights

The client reviews the commercial and requests the revisions included in the quote. On delivery, usage rights are defined and the transparency obligations for AI-generated content set out in the European AI Act aare addressed.

It depends on the length, the number of scenes and the visual complexity. In general, a commercial made with artificial intelligence takes weeks rather than months, because it removes most of the logistical pre-production: casting, location scouting, permits, sets. The time saved shifts to what really matters: the idea, the direction and the quality of the visuals.

Fully AI or hybrid: which should you choose?

Fully AI when the idea calls for worlds, settings or situations that are hard to shoot, or when several versions of the same commercial are needed.
Hybrid when the product must appear accurately and recognisably, or when a real spokesperson needs to be included.

The choice is made at the brief stage, based on the objective and the channel.

Can an AI commercial air on TV?

Yes. A TV commercial made with artificial intelligence can air as long as it meets broadcast technical standards (resolution, format, audio) and the transparency obligations for generated content. In Italy, several brands have already aired commercials made fully or partly with AI. What makes the difference is the quality of the finishing: TV requires professional post-production, and generated clips alone are not enough.

Why direction matters more than the tool

AI models are available to everyone, and they change every few months. What you can't download is the method: knowing how to write a scene, choose a shot, keep characters consistent and give the edit its rhythm. That's why a brand looking for a partner should assess direction and experience, not just the tools being used.

When evaluating an AI video production studio, ask to see:

• commercials made for clients, as distinct from demo concepts;
• how consistency of characters and products is ensured;
• what the quote includes: direction, revisions, audio, formats, usage rights.

How we work at Korai

Korai is an AI-native video production studio in Rome creating commercials, campaigns, AI brand videos and short films for brands, agencies and media companies in Italy and across Europe. Our pipeline combines the most advanced AI models with direction, experience and aesthetic control.

Discover our AI Video Production services, see our work or read our Manifesto. Are you an agency? Discover our AI Unit for agencies.