AI Opportunities: How to Optimise Your Production

AI Shot Type 1: Science, Sensation & VFX

Instead of paying specialist post-production houses for weeks of traditional visual effects work, AI video generation is effective at handling scientific, and textural shots used commonly in MOA sequences or as part of modular content.

What it includes: Macro shots of skin cross-sections, hair strand behaviour, active particles, water splashes, foam, and abstract transitional graphics.

The Opportunity: These are usually 3 to 8 second clips that traditionally require multi-week turnarounds and significant budget in traditional CGI/post. AI can often generate these in a matter of days.

The Watch-out: AI can sometimes struggle with exact, scientifically accurate physics. If a drop of water needs to bounce off a surface in a highly specific, legally mandated way to prove a product claim, traditional 3D rendering might still be required.

AI Shot Type 2: Environments & Establishing Shots

You do not need to fly a crew to a new city or rent an expensive bathroom set just to establish a location.

What it includes: Cityscapes, home exteriors, beautiful bathroom or salon background plates, or changing a sunny window to a rainy window.

The Opportunity: You can generate infinite location variations without the location fees, travel costs, or weather dependencies.

The Watch-out: Temporal consistency. If the camera needs to pan dynamically or move quickly through a room, AI video can sometimes warp or 'hallucinate' background details. These are best used for static shots or very slow camera pushes.

AI Shot Type 3: Digital Twins & Product in Context

If your brand has invested in a Digital Twin (a perfect 3D model of your product), you rarely need to shoot the product on its own in-camera.

What it includes: The hero product rotating, splashing into water, sitting on an AI-generated bathroom shelf, or swapping out physical labels for 10 different global markets.

The Opportunity: You should aim to limit in-camera product shots strictly to moments where a human actor is physically holding or interacting with the product. Everything else can be generated.

The Watch-out: Lighting matching. The 3D product must perfectly match the lighting and shadows of the AI-generated background. This still requires a skilled agency digital artist to blend them properly.

AI Shot Type 4: Human Elements & B-Roll

This is the trickiest area of AI generation, but it is advancing rapidly.

What it includes: Close-ups of hands applying cream, squeezing a tube, or lifestyle detail cutaways (e.g., fluffy towels, bathroom accessories).

The Opportunity: Generating generic human elements (e.g. hands), interactions or simple B-roll without needing to hire hand models or spend time on set shooting supplementary footage.

The Watch-outs (Critical):

• Brand Rules: For brands like Dove, generating human faces or bodies via AI is strictly against brand guidelines and is completely out of scope.
• Legal: Any generation of human likeness for other brands must be rigorously cleared by AdPro and Legal to ensure we are not infringing on copyright or accidentally cloning real people.
• The Authenticity Gap: While AI-generated visuals are now technically impressive, many brands are discovering that perfectly rendered content can still feel emotionally hollow, generic, or disconnected from real human experience. The challenge is no longer avoiding obvious AI mistakes, but ensuring the work feels credible, distinctive, and genuinely aligned to the brand.

AI Shot Type 5: Modular Motion Components

In addition to full shots, AI can be used to generate modular motion elements that support flexibility, localisation and reuse across channels.

What it includes:

• Background plates for social and performance content can be made more flexible by capturing talent against neutral, green or grey screen environments. This allows backgrounds to be adapted or replaced through AI, enabling quicker localisation and versioning without re‑shooting talent.
• Environmental loops (e.g. steam, water flow, light movement).

The Opportunity: These components are frequently captured as secondary ‘coverage’ on shoot days, adding time and cost without always being used.

Key Considerations:

• Must be clearly governed through asset management to avoid uncontrolled proliferation.
• Visual language must remain consistent with brand identity systems.