Clarify rights before AI ad production begins. Review the material you supply, the tools used and how the ads will be used.
Start with an inventory of material
List product photographs, logos, footage, music, voices and any references to people. Record where each item came from and what permission you have. Finding a file in the company folder does not establish that a supplier can use it in AI production.
Describe the purpose precisely: ads, channels, markets and periods. A photograph commissioned for one campaign may require another agreement for a new use. If that is unclear, ask the responsible person to retrieve the agreement rather than leaving the producer to guess.
Separate the agreements
Tool terms, your agreement with the producer and source-material rights answer different questions. Ask which terms apply to the actual account and production method. Avoid phrases such as “all rights” without specifying what they cover.
Agree what you receive at completion. Finished videos, editable projects, source files and documentation are not necessarily the same deliverable. If another supplier needs to edit the work later, include that requirement from the start.
Make arrangements for people and voices explicit
State whether a person is real or synthetic and whether a real person's image or voice is a reference. Clarify advertising use, alterations, new languages and reuse in later campaigns. Identify who can approve an extension.
Do not have a synthetic person recount a fabricated customer experience. A presentation can explain documented product features without pretending to be a personal recommendation. Where a real testimonial is used, retain both the statement and permission.