Generators make shots, not films
Each generation typically yields a clip of a few seconds, so a thirty-second ad is several generated shots cut together. The hard problem is continuity: a face, a jacket, a product or a room that changes subtly between shots breaks the film. Look for reference inputs that carry across shots, such as saved characters, product references and set or style references, and for camera controls over framing and movement so the shots cut together. Then test the known weak spots with your own briefs: hands, small text in frame, liquids pouring, fast motion and flicker between frames.
Editing is half the job
A generator without an editor hands you raw shots. Business video needs a timeline for trimming and re-ordering, the ability to regenerate one shot without redoing the film, voice-over, music beds and captions, and supers and legal lines such as terms or a representative APR, placed in safe areas and held on screen long enough to read. End frames and logo lock-ups should be built from the real logo files. Generated video garbles small text and logo geometry, so logos, prices and legal copy belong in the edit as overlays, never inside the generated pixels.
Formats and delivery specs
Social placements want 9:16, 1:1 or 4:5; web and connected TV want 16:9. Frame rate is regional: 25 fps for European broadcast, 29.97 or 30 in North America, 23.976 or 24 for a cinematic look. Deliver H.264 in MP4 for social and web, and keep a high-quality master for re-edits. Broadcast adds more: loudness to EBU R128 in Europe or ATSC A/85 in the US and, in the UK, Clearcast clearance plus delivery as a file that passes the broadcasters' technical and flash checks. Generated clips usually need upscaling, grading and loudness correction before they meet a broadcast spec.
Rights and brand control
A generated person who resembles a real actor or public figure invites a likeness claim, so check what the tool does to prevent lookalikes and keep a record of the references used. Realistic footage of people or events that never happened has fallen under the EU AI Act's deep-fake disclosure duty since August 2026. Music needs a licence covering the media, territories and term of the campaign. Synthetic White keeps production in one workflow: Elements keep saved characters, products and sets consistent across shots, the video editor cuts, captions and exports every ratio, voice-over and dubbing cover 30 languages with timing preserved, and product-lock holds the product exact.
Updated 25 September 2026