**The Creative Studio official mockup tool is coming soon! Watch this space. 👀**
[*\*Read our blog post on AI-Gen Creatives here.*](https://www.eskimi.com/blog/ai-gen-creatives "AI-Gen Creatives: Turning Static Creatives into Motion") --- ##### **💸 REVENUE RISK** Even with the best intentions, we can accidentally cause more harm than good for our clients. If we have to tell a client that a concept that they loved, it: - Damages client confidence - Makes us look disorganised internally - Positions Creative Studio as “the bad guy” - Creates unnecessary back-and-forth and delays - Weakens confidence in our capabilities - Risks overpromising and underdelivering - Wastes time for all stakeholders - Worst case: you lose your pitch, and blame Creative Studio --- ##### **BEST PRACTICE** - Use AI to **spark thinking**, NOT finalise deliverables - **Bring ambitious ideas** to Creative Studio EARLY - **Validate feasibility** before pitching externally - Ask: - Can we actually build this? - Does this fit the proposed budget? - Does this fit timeline / resource realities? - Leave room in client pitches for collaborative development instead of specifying executions too early. Creative Studio is happy to help shape and strengthen ideas early in the process. Strong collaboration before the pitch creates better outcomes for everyone: - Better client trust - Smoother production - Fewer delays - Stronger work - A better reputation [*\*See a feasibility check example here.*](https://eskimi.slack.com/archives/C06TUHKM35Y/p1782823293871299 "Creative Feasibility Check") > **If in doubt, involve Creative Studio early. We’d much rather help shape an idea before it is sold than have to scale it back afterwards. 🙏** > > **Clients do not differentiate between Sales and Creative Studio. To them, we are one team. If we pitch unrealistic concepts, the whole business loses credibility. Going forward, please treat AI-generated concepts as exploratory inspiration - not as production-ready solutions.** **Need more detail? Read the explanations below👇** --- A few important points to keep in mind: ##### **INVOLVE CREATIVE STUDIO BEFORE PROMISING AI TO CLIENTS** What may look simple in an AI-generated video can be extremely complex to recreate in a scalable advertising format. Or, worst case, **the execution you have sold your client might not exist**. Before committing to an execution, please check feasibility with the Creative Studio team so we don’t end up seeming uncooperative when we have to be the bad guys and say it can’t be done. 🥺 [](https://manual.eskimi.com/uploads/images/gallery/2026-09/QSUiNggxrwWOrVOi-ai-why-check-ai-ideas-with-us-first.png) --- ##### **OPEN FILES ARE STILL NECESSARY** If a client wants an AI-generated concept, **we still need the same production assets** as any other project, including: - Editable PSD / PSB / AI files - Logos - Product assets - Fonts - Brand guidelines - Any other relevant source materials**AI outputs alone are rarely sufficient to build a production-ready campaign.**
--- ##### **AI DOESN’T KNOW THE CLIENT’S BRAND RULES** AI tools are not familiar with client: - Brand guidelines - Legal requirements - Regulatory restrictions, etc Generated outputs should always be reviewed rather than assumed to be correct. --- ##### **AI DOESN’T AUTOMATICALLY MAKE MULTIPLE ASSETS** One AI-generated video is not the same as a complete campaign. We still need to: - Build multiple banner sizes - Create different formats and placements - Adapt for multiple markets and languages - Ensure assets can be edited and updated later - Meet platform specifications People often think AI generates an entire campaign with one prompt. In reality, **AI usually creates one image or one video**. We still need to: - Build every required banner size - Adapt layouts for different aspect ratios - Replace text for different languages - Meet each platform's technical specifications - QA every asset before delivery [](https://manual.eskimi.com/uploads/images/gallery/2026-09/S3Du0cY7cosS4xFk-ai-why-ai-doesnt-build-the-whole-campaign.png)**AI speeds up parts of the process; it doesn't remove the production work.**
--- ##### **BUDGET STILL MATTERS** Another common misconception is that “the AI made it, therefore it should be cheap.” We still invest in people, software, infrastructure, quality control, revisions, project management, and creative expertise to bring campaigns to life.**Remember that minimum spend requirements are there to ensure production costs are covered by sales margins.**
--- ##### **WHY WE CAN’T USE AI TO RECREATE REAL PEOPLE** Using AI to recreate a real person does not remove the need to obtain the appropriate rights and permissions. There are typically two separate legal considerations: - **Copyright:** the rights associated with the original photograph or artwork - **Personality (or publicity) rights:** the rights associated with a person's name, image, likeness, or identity Generating images of real public figures using AI does not remove the legal or commercial licensing requirements. **COPYRIGHT** When we purchase a stock photograph, we're paying for the copyright licence to use that specific image. - If we instead generate an AI image, we may avoid licensing the photograph itself, but we're still creating a commercial advertisement featuring the recognisable likeness of real people without permission to do so - For commercial advertising, this may still require permission from the individual or their authorised representatives **PERSONALITY (OR PUBLICITY) RIGHTS** Many public figures - particularly athletes, actors, musicians, and influencers - have commercial agreements governing how their likeness may be used in advertising. - These rights exist independently of the copyright in any particular photograph - Using AI does not automatically bypass them - Many sponsorship agreements give brands exclusive rights to use an athlete in advertising within certain product categories **AI should not be considered a replacement for obtaining the necessary commercial rights**. Using AI-generated images of real individuals in advertising could still expose the campaign to legal or contractual issues if the advertiser does not have the appropriate rights to use those peoples’ likenesses. For that reason, we cannot assume that "just using AI" is a compliant alternative to licensing photography. Where a campaign features a recognisable real person, the safest approach is for the **client to provide assets that they have the legal right to use**, such as: - Officially licensed promotional assets - Photographs with the appropriate commercial usage rights - Written confirmation that the required image and publicity rights have been secured [](https://manual.eskimi.com/uploads/images/gallery/2026-09/gQPRbRf5bkrgAJY8-ai-why-we-cant-use-ai-to-recreate-real-people.png)**This helps protect both the client and Eskimi from potential legal, contractual, and reputational risks.**
--- ##### **WHY WE CAN'T USE AI OR 3D TO RECREATE COPYRIGHTED CHARACTERS** Using AI or 3D modelling to recreate well-known fictional characters does not remove the need to obtain the appropriate intellectual property rights. Many famous characters - such as those from Disney, Pixar, Marvel, DC, Nintendo, Pokémon, Minions, The Simpsons, and other films, TV shows, games, or comics - **are protected by copyright and trademark law**. Even apparel like Nike Air Jordans are extremely restrictive about this. Whether the character (or even logo) is: - AI-generated - 3D modelled from scratch - Illustrated - Animated - or manually recreated **…the underlying intellectual property still belongs to the rights holder.** Creating "something that looks like" a protected character for commercial advertising may still infringe those rights, even if no existing artwork was copied. For this reason, AI and 3D modelling **should not be considered a way to bypass licensing requirements**. If a campaign requires the use of a recognisable fictional character, the client should provide: - Officially licensed artwork or models - Written confirmation that they have the necessary commercial rights - Brand guidelines or usage instructions where applicable**This helps protect both the client and Eskimi from potential legal, contractual, and reputational risks**.
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