05 January 2026

AI Production: How AI Video and AD creation works

If you’ve ever ordered a commercial video, you probably have a general idea of how a production studio works: a brief, pre-production, shooting, and post-production.

The logic is familiar, the structure is clear.

But AI production (using artificial intelligence in video production) is still “production” — just with different tools. The stages and discipline don’t disappear. What changes is the AI layer: prompts, neural network pipelines, generating material in massive volumes, and the key role of a person who brings all of it together into one controllable system.

Below is what the AI video / AI advertising production process typically looks like, which roles in the team are critical, and why AI production is often faster than traditional production.

Pre-production (around 7 days): translating the idea into the language of neural networks

We don’t start with the “Generate” button — we start with real work. As soon as the client confirms the collaboration, we kick off the creative process in parallel with the contract. Even if you already have a “ready idea,” it almost always needs to be adapted for AI production, because not everything that sounds great in a presentation works just as well inside neural networks.

At this stage, two roles come in:

Director — responsible for the concept, storytelling, rhythm, composition, and making sure the video is a video, not just “a collection of pretty shots.”
AI Lead — the person without whom AI video production turns into a casino. Their job is to translate creative into technical reality: choose the right tools, describe the approach, assess risks, and quickly validate whether the idea is achievable at all.

The final pre-production package usually includes:

A treatment / creative document (what we’re making and why it works);
Approved timing and duration;
Number of videos and formats (9:16 / 16:9 / 1:1);
Technical specs (resolution, file “weight,” platform requirements, deadlines);
Style expectations (photorealism, “cinematic advertising,” animation, etc.).

The transition point into production is when both the vision and the technical details are approved. Without this, an AI production will almost certainly drift during execution.

Production (10–14 days): the hottest phase, with two parallel tracks

In traditional production, the most intense moment is the shooting days. In AI production, “shooting day” is replaced by generating assets and testing pipelines — but the pressure and responsibility are the same: you still need to hit the budget, meet deadlines, and deliver a result that sells.

There are two tracks running in parallel.

Organizational track

The Producer manages processes, assembles the team, syncs tasks, communicates with the client, and keeps the rhythm.

The Head of Production controls the boundaries: budget, deadlines, quality, and alignment with campaign goals — making sure “beautiful” doesn’t turn into “expensive and slow.”

Creative track

The Director leads the aesthetics: editing logic, composition, pacing, and creative decisions.

The AI Lead builds a neural network pipeline for the specific task: which tools, and in what order, will deliver maximum quality and stability.

AI Artists generate a large volume of material — scene variations, stylistic options, textures, objects, transitions — and they do it in a controlled way, following rules and guidelines set by the AI Lead.

An important nuance: if the task is simple, the AI Lead and AI Artist can sometimes be the same person. If the task is complex (a series of videos, many scenes, photorealism, strict brand control), it’s almost always a team effort.

Post-production (around 7 days): this is where everything looks very close to “classic” production

Once the base material is assembled, AI production moves into a phase that’s familiar to any video workflow. A post-production team steps in to bring the result up to commercial-grade quality.

Typically, this includes:

Editor (rhythm, structure, final cut);
2D Designer (typography, graphics, format adaptations);
Colorist (color, balance, premium look);
Sound Designer (effects, atmosphere, depth);
Sometimes CG specialists for cleanup/retouching, tracking, compositing — when the image needs to be polished to perfection.

Key takeaway: AI doesn’t cancel production — it changes how the image is created

AI video production truly uses different tools: instead of cameras, lights, and sets — neural networks, prompts, pipelines, and generation. It’s often faster, sometimes more flexible, and on the idea level it can unlock more freedom.

But the structure remains professional:
pre-production → production → post-production, discipline, quality control, producing, and directing.

Because “artificial intelligence” doesn’t make the ad for you. It simply gives new tools to the people who know how to make advertising properly.

😎 How is your AI content and AI video workflow set up? Who handles the AI Lead role on your side — a dedicated specialist or a creative “2-in-1”?
Message us and we’ll consult you — jemads.ai