Generative video is a creative gift and a legal minefield in equal measure. The technology moved faster than the paperwork, and the questions that matter most tend to get asked after a clip is already cut. This is the plain-English checklist we run before any AI-generated work goes near paid media.
The questions to ask before you generate
- Whose likeness is this? Even a "synthetic" face can resemble a real person closely enough to cause problems.
- What was the model trained on? Provenance affects both quality and risk.
- Do we own — or just license — the output? And for which uses and territories?
- Is disclosure required? Rules on labelling AI content vary and are tightening.
Likeness and consent
If a campaign uses a recognisable person — real or a close synthetic match — you need explicit rights. Digital doubles of actors and influencers are increasingly common, but they require consent and contracts just like a shoot would. "The AI made it" is not a defence.
Training data and ownership
Different tools grant different rights over what they generate, and some restrict commercial use or carry uncertain provenance. Before a clip becomes a brand asset, confirm you actually have the commercial rights to run it — in every market and channel you're planning.
Watermarks and disclosure
Invisible provenance watermarks are now standard on major models, and disclosure expectations are rising with regulators and platforms. That's not a reason to avoid AI — it's a reason to plan for transparency so a campaign isn't pulled or penalised after launch.
Contracts with your production partner
Make sure your studio's contract is explicit about AI use: what tools were used, what rights transfer to you, indemnities, and how likeness and third-party assets are handled. A good partner will have clear answers before you ask.
The bottom line
Treat rights, likeness and provenance as part of the creative brief, not a clean-up task. Ask the questions before you generate, get the commercial rights in writing, and plan for disclosure — so the only thing your AI ad surprises people with is how good it looks.