Campaigns with AI-generated images: from idea to screen

AI moves beyond the testing stage

Image generation is already being used in real campaigns. Reports published this month by INESE and ReasonWhy document its use in connected TV and digital advertising, with adaptations for outdoor media. For advertisers, the question is how to use this resource to bring an idea to life and turn it into assets that work across different placements.

Creating characters, imagining spaces or building scenes without filming them offers other ways to tell a story. That does not mean every generated image is suitable for a campaign: selection, visual continuity and finishing remain part of the job.

What changes in campaign production

Before generating a shot, the team needs to decide what it will show: who appears, what they do, what they wear and where they are. In the processes described by the sources consulted, this preparation is followed by editing, colour grading and sound. Using AI to generate the images does not mean every element of the ad is created that way.

At ÉxitoTV, we believe the useful question for a brand is what the technique adds to the message. It may make sense when visualising a setting that would be difficult to recreate or exploring different concepts. For other scenes, a live shoot may offer the expression, interaction with the product or control the idea needs.

The same idea needs different assets

A connected TV ad has time to develop a scene. An outdoor visual needs to make sense at a glance. And a vertical ad needs framing designed for that screen. These differences should be addressed before production.

For example, if a campaign shows a product against a generated background, its shape, proportions and packaging legibility need careful attention. If a character appears in several assets, their appearance should remain consistent. These decisions affect both brand recognition and the quality of the finished work.

That is why we plan creative work, production and media together. Defining formats and durations at the outset helps the team prepare the assets that will actually be used.

What to consider before choosing a production method

The comparison should cover the whole job: preparation, generation, selection, retouching, editing and adaptations. It should also include rounds of revisions. The cost of producing a first image is not the budget for a finished campaign.

To decide whether it is worthwhile, the budget needs to cover the full campaign, including retouching and adaptations. Once it is running, its performance will need to be measured.

If you are planning a campaign, ÉxitoTV can help you plan audiovisual production alongside your media strategy.

Sources

INESE — use of AI in an audiovisual campaign (14/10/2026).
ReasonWhy — the production process behind AI-generated campaign images (19/10/2026).