Guides · AI commercials and advertising
AI commercial or live-action shoot? When each one fits
By Toni RieraArt director and digital retoucher, Toni Riera AI Studio. Published: 19 October 2026.
Short answer
An AI commercial fits when you already have images of the product, the setting is expensive or impossible to shoot, you need several versions or the deadline doesn’t allow for a shoot. A shoot is still better when the ad relies on a nuanced performance, on showing the product really working or on real people. AI isn’t automatically worse or just cheaper: it’s a different way to produce, and what decides the result is art direction and finish.
When an AI commercial fits
- You already have product images. Photos from several angles, renders or packaging files are enough to build the keyframes.
- The setting is expensive, far away or doesn’t exist. A beach at sunset, a futuristic city or a mountain road need no permits or travel.
- You need several versions. Vertical and horizontal formats, variants for different markets or a series of pieces with the same look.
- The deadline is tight. A social spot can be ready within 5–7 working days of approving the keyframes.
- You want to see the result before producing. You approve every shot as a still before it’s animated.
When a shoot is still better
- The ad relies on a performance. Dialogue, physical comedy or nuanced emotion are still the territory of real actors.
- The product has to really work on screen. A texture melting, a liquid pouring or a technical demonstration.
- The campaign is built on real people. Testimonials, athletes or brand ambassadors.
- You need long shots with a lot of product movement. The longer a generated shot lasts, the harder it is to keep the product identical.
If your project fits this list, I’ll tell you before quoting.
What changes and what doesn’t
With AI there’s no film crew, no locations, no actors and no shipping the product. What stays is what makes a commercial work: the idea, art direction, continuity between shots and finish. That’s where the work goes, and it’s what separates a commercial from a demo made with a tool.
The risks of AI and how to control them
- The product warps. Avoided by starting from real photos, retouching the keyframes by hand and discarding any take where the product changes.
- People “look AI”. Plastic skin, odd hands or changing faces: fixed in the keyframes, and the takes that fail are discarded.
- The result looks generic. That’s an art direction problem, not a tool problem.
- Usage rights. The final pieces must be yours for commercial use, made with tools that allow it.
Four questions to decide
- Does the product have to do something physical on screen, or just look right?
- Does the ad depend on how a person performs?
- How many versions and formats do you need?
- When do you need it?
If the product only has to look right, there’s no nuanced performance and you need several versions quickly, AI is probably the best option.
How I work at Toni Riera AI Studio
I make AI commercials from the real product, with no shoot: keyframes retouched by hand, approved before animation, and only the takes where the product is the real one. A social spot starts at €800.
Frequently asked questions
Does an AI commercial look fake?
It depends on the finish. Without retouching or art direction, it usually shows. With keyframes retouched by hand and a strict selection of takes, it can have the finish of a brand piece.
Can it run on TV?
Yes. The 30–60 second campaign spot is made for TV and online video; it’s delivered in FHD 1080p and 4K carries a surcharge.
Can I use product photos I already have?
Yes. Photos from 3 or 4 angles, renders or packaging files are the basis of the keyframes.
How much does an AI commercial cost?
At Toni Riera AI Studio, from €350 for a social video and from €2,500 for a campaign spot. These are guide prices excluding VAT.
Send me your product. I’ll set it in motion.
Photos, renders or whatever you have. Within 24–48 h I’ll tell you how I’d turn it into video and what it costs.