Behind every well-made AI commercial there is a process with several distinct phases, not a single prompt generated in a few minutes. Understanding how an AI video agency really works helps you evaluate a quote more knowingly, and know what to expect at every stage of production.
Concept and storyboard: the phase that decides the result
The project starts with a discussion about the message to communicate, the target audience and the destination channel. This is where the concept is born: the story the ad has to tell in a few seconds. The storyboard turns the concept into a concrete sequence, shot by shot, opening, narrative body, final call to action, and is shared with the client before generation starts, to avoid producing clips in the wrong direction.
Clip generation
Each storyboard shot is generated individually, starting from real images of the product or from a digital avatar consistent with the brand. This phase produces several variants of every shot, from which the one most consistent with the art direction set in the concept is selected.
Editing, color grading and sound design
This is the phase a human editor handles entirely: the generated clips are cut into sequence, color-matched to look like a single coherent video (not a collage of isolated clips), and synced with the soundtrack and sound design. It's the step that separates a video that is recognizably "made with AI" at first glance from a professional commercial.
The five phases at a glance
- 1. Concept and storyboard. Defining the message, narrative sequence and visual references, shared with the client before generation.
- 2. Clip generation. Producing the shots from real product references or a digital avatar.
- 3. Editing and color grading. Visually and narratively unifying the clips into a single coherent video.
- 4. Sound design and soundtrack. Synced audio that completes the perception of professional quality.
- 5. Revisions and format adaptation. Feedback rounds and versions of the same master in multiple formats for each channel.
"Generating the clips is only half the job. The other half is the editing that turns them into a coherent story."
How many revisions to expect
A professional package typically includes 3-5 revision rounds, with written feedback and changes applied at no extra cost. This is when the client can ask for adjustments to pacing, setting, the length of individual shots or product details, before final delivery.
Delivery and multi-format adaptation
The final ad is delivered in the agreed main format and, when requested, adapted to additional formats (vertical for stories, square for the feed) from the same master file, an operation that costs significantly less than producing the video from scratch for each format. DigitalX Studio follows exactly this process in its AI video ad production, based in Bergamo, Italy, with clients across Italy and abroad.
Frequently asked questions
Does an AI video agency also write the concept for the ad?
Yes, the concept usually comes out of a discussion between agency and client during the brief. It's the step that defines message, tone and narrative structure before any generation.
How many revisions are included in an AI video ad?
Typically 3-5 revision rounds, depending on the package. Each round includes written feedback and the changes applied at no extra cost.
Are editing and color grading automatic or done by hand?
They're done by a human editor. It's the step that unifies the generated clips, syncs audio and visuals, and gives the video a professional look.
Can I get the same ad in multiple formats (16:9, 9:16, 1:1)?
Yes, multi-format adaptation from the master file is part of the standard process and costs less than producing the video from scratch several times.