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Creating with AI: Client AI policies and disclosures

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AI BEST PRACTICES: PITCHING

AI-generated creative can be extremely valuable: It can help accelerate ideation, create new visual possibilities, and unlock creative opportunities that were previously difficult or expensive to achieve.

BUT! AI-generated creative still needs to follow the same production realities as any other creative project.

We’re increasingly seeing situations where ambitious AI-generated concepts are being pitched to clients before Creative Studio has confirmed whether:

  • The idea is technically possible

  • It fits within budget

  • Timelines are realistic

✅ AI CAN BE USEFUL FOR

  • Generating early-stage inspiration

  • Helping structure thoughts

  • Creating references or jumping-off points

  • Accelerating brainstorming

❌ AI SHOULD NOT BE TREATED AS

  • A production expert

  • A technical feasibility checker

  • A platform policy expert

  • A budgeting tool

  • A replacement for Creative Studio consultation

*Read our blog post on AI-Gen Creatives here.

💸 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

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. 🥺

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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

AI speeds up parts of the process; it doesn't remove the production work.

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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.

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

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.

 

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