Inside Our AI Video Production Process, From Research to Results
How an AI video ad goes from a product and a pile of reviews to a tested advert that sells. The six steps we follow for every client, and why most of the work happens before any AI tool is opened.
People imagine AI video production as typing a sentence and getting an advert. That's how you get the generic, forgettable clips that fill everyone's feed.
Our process looks different. Most of the work happens before any AI tool is opened. Here are the six steps we follow for every client.
Step 1: Research
We start with what buyers already say.
- Reviews: yours and your competitors'. What do people praise? What do they complain about?
- Chats: your WhatsApp and Instagram DMs. What do people ask before they buy? Where do they go quiet?
- Competitors' adverts: what's being said in your category, and what's missing.
- Your numbers: which products sell, what the margins are, and what a customer is worth.
The output is a short list of buying reasons and doubts, in the buyers' own words. "Will it peel?" "Is it original?" "Do you deliver to Kumasi?" "Can I pay on delivery?" Every advert we make answers one of them.
Step 2: Angles
From the research we pick angles: the different reasons someone might buy. For a leather bag, that might be durability, style, a gift, value against imported brands, or the fear of buying fake leather online.
Each angle becomes its own concept. This is what gives Meta's ad system genuinely different adverts to learn from. See Meta's Andromeda update.
Step 3: Scripts
Each concept gets a script. Every script has:
- A hook in the first two or three seconds, built to stop the scroll. See ad hooks that stop the scroll.
- The product, shown clearly.
- Proof: a review, a demonstration, a number.
- The offer, with price or price range.
- One action: shop now, message us, pay on delivery.
You approve the scripts before production. This is the cheapest point to change your mind.
Step 4: Production
Now the AI tools come out. You send clear photos and short phone clips of your product, using a simple guide we give you. From those we produce:
- Scenes that place the product in realistic settings.
- Presenters, where a person on screen helps.
- Voiceover in a voice and accent that fits your buyers.
- Captions, because most people watch with the sound off.
- Music and sound effects.
- Formats for Reels, Stories, TikTok, feed and YouTube.
We check every frame for product accuracy. Colour, shape, label and size must match what the buyer will receive.
Step 5: Versions
For each concept we make several versions, most often by changing the hook. The same advert with five different opening lines can perform very differently, and you can't predict which will win.
We also vary presenters, settings and formats. The aim is real variety, not ten copies with a different background colour.
Step 6: Test and make more of what wins
The adverts go live, usually as a testing campaign. After enough spend to judge, we read the results:
- Which hooks hold attention?
- Which angles bring clicks?
- Which adverts bring sales or leads at the lowest cost?
Losers get switched off. Winners get more budget and new versions: the same angle with fresh hooks, the same hook with a new presenter, the same idea in a new format. Then the cycle repeats. See our creative testing framework.
How long it takes
| Stage | Typical time |
|---|---|
| Research and angles | A few days |
| Scripts and approval | A few days, depending on your feedback |
| First batch of videos | Days after approval |
| First test results | One to two weeks of running |
After the first cycle, new versions of winners can be ready within days.
What we need from you
- Clear photos and short phone clips of each product.
- Access to your reviews and past adverts.
- A quick answer when scripts are ready for approval.
- Honest information about prices, delivery and what the product does.
Why the process matters more than the tools
AI tools change every few months. Every agency has access to the same ones. What doesn't change is the need to know what buyers want, say it clearly, make enough versions to learn from, and follow the numbers. That's the part we're paid for.
If you're comparing agencies, read how to choose the best AI video agency. If you want us to run this process for your brand, see our AI video ads service.
Common questions
Can I skip the research and go straight to videos?
You can, but you'll be guessing. Research is what makes the difference between an advert that looks good and one that sells.
What if I don't like the first batch?
That's why scripts are approved first. If a finished video still misses, we change it.
Do you also run the adverts?
Yes. We can run your Facebook and Instagram ads and TikTok ads, or work with your existing ad team.