Generative AI for creatives: real workflows and ethical boundaries

Generative AI has been rapidly integrated into advertising's creative processes, from campaign ideation to the creation of visual pieces for presenting ideas. Its use opens up new working possibilities, but also raises questions about methodology, criteria, and responsibility.

What is generative AI applied to advertising and what tasks is it really useful for?

Generative AI is a type of artificial intelligence capable of producing new content based on instructions or references. In advertising, it is used as support in different phases of the creative process.

• Campaign ideation based on insights, brand territories, or briefings
• Naming proposals, claims and advertising headlines
• Scriptwriting for campaigns or audiovisual pieces
• Creation of conceptual images for mood boards or presentations
• Development of preliminary storyboards to visualize campaign ideas

What are the differences between text, image, and video templates for creative use?

Generative AI tools use specialized models according to the type of content they produceIn a creative workflow, several of these are usually combined.

• Text models: They generate ideas, headlines, scripts, copy, or campaign structures from prompts or briefings.
• Image models: They create conceptual visuals, graphic styles, characters, or scenes for mood boards and storyboards.
• Video models: They produce animated sequences or short clips that help visualize audiovisual pieces or campaign proposals.

Do you want to incorporate AI into your creative skills?

Learn AI tools to streamline your creative process

Discover how artificial intelligence can help you in your work and prepare for this technological revolution.

I want to know more

How to use AI to design campaigns: from insight to 10 actionable concepts

Generative AI can be used as an exploration tool for quickly generate different creative directions from an insight or briefing.

• Requesting possible creative territories based on an insight or communication problem
• Generate different campaign approaches for the same product or service
• Explore different narrative angles to tell the same idea
• Produce variations of creative concepts with changes in tone or audience
• Identify metaphors or analogies that help build a campaign idea
• Generate headlines or concept lines that can evolve into a campaign
• Explore possible executions for digital, audiovisual, or outdoor media
• Propose activations or experiences linked to the creative concept
• Expanding an initial idea into several possible creative paths
• Translate an insight into clear concepts that can be developed into pieces

Prompts for brainstorming and naming: how to ask for variety without clichés

The quality of the ideas generated depends largely on how to formulate the promptIn creative ideation, it is often helpful to ask for variety or changes of approach to avoid predictable responses.

• Request variations of the concept by changing the tone, audience, or cultural context.
• Ask for ideas inspired by narrative styles or specific creative references
• State clear restrictions to avoid clichés or common advertising formulas
• Request naming alternatives with different registers: descriptive, metaphorical, or abstract
• Combine broad exploration prompts with more specific ones to refine ideas

How to use AI to write scripts and copy without losing your brand tone

Generative AI can be used to support to write scripts, headlines or copy based on a predefined ideaThe goal is to accelerate initial versions of text that are then adjusted to the brand's tone and objectives.

• Develop first drafts of scripts from a creative concept
• Adapt the same message to different formats: video, social media, or display.
• Simplify complex texts for short pieces or advertising formats
• Create alternative versions of a script to test different executions
• Adjust length, rhythm, or structure according to the medium or format

How to define “brand voice” and rules to ensure the result doesn't sound artificial

To maintain consistency with brand identity, it is advisable define certain style rules beforehand that guide the model.

• Define the tone of communication: friendly, institutional, humorous, or informative
• State brand values that should be reflected in the language
• Establish words or phrases that the brand uses frequently
• Identify terms or approaches that the brand avoids in its communication
• Indicate the predominant type of sentences: short, direct, or more narrative.
• Provide real-world examples of brand copy as a reference
• Establish length or format limits according to the type of piece

How to create storyboards with generative tools to present a pitch

Generative image tools allow Create quick storyboards to visualize a campaign before producing it. and present the visual tone of the idea in a creative pitch.

• Generate images that represent each key scene of the script
• Visualize framing, situations, or atmospheres before producing the video
• Build the visual sequence of the story for the pitch
• Adjust visual style and ambiance according to the tone of the campaign
• Quickly iterate through different versions of a scene to choose the clearest one.

How to achieve visual consistency: references, style, characters, and changes

For an AI-generated storyboard to be understandable in a presentation, it is important to... maintain consistency between scenes and work with clear visual references.

• Define a visual style reference that serves as a guide for all scenes
• Maintain the same type of character or appearance across different images
• Indicate constant elements of the environment, such as location or setting
• Adjust framing or action changes while maintaining consistency between scenes
• Use similar prompts to maintain lighting, colors, and atmosphere.

How to integrate AI into your creative portfolio without getting penalized by an agency

AI can be part of a creative portfolio if it is presented as a tool within the process and not as the sole driver of the ideaIn agencies, the criteria for using it within the creative development process are usually valued.

• Show the campaign idea and insight before showing the generated pieces
• Explain at what point in the creative process AI was used
• Present several versions or visual explorations that led to the final solution
• Include sketches, references, or mood boards that help to understand the development of the idea.
• Indicate which creative decisions the person made and which were generated as support.
• Present the final project with narrative clarity and campaign coherence.

What to teach about the process: decisions, iterations, and judgment (not just the output)

In a creative portfolio The end result is not the only thing that matters.but also the process that led to it.

• Explain the problem or briefing that originated the project
• Indicate which prompts or references were used to generate materials
• Show how results were adjusted to improve clarity or consistency
• Identify the creative decisions that were made during the process
• Explain why the final solution was chosen from among several alternatives.

Ethics and limits when using AI in creativity: a checklist to avoid getting into trouble

The use of generative AI also raises legal and ethical issues to consider before presenting a campaign, a portfolio, or a public project.

• Check if the images or references used may be copyrighted
• Avoid replicating styles clearly associated with specific artists or illustrators
• Do not use the faces of real people without their consent
• Check if the tools used allow commercial use of the generated material.
• Avoid using content that reproduces trademarks or protected characters
• Review the usage policies of each tool before publishing or submitting material.

Copyright, use of faces and data: what to avoid and how to document it

When working with generative tools, it is helpful to understand what type of content can generate legal or intellectual property conflicts.

• Avoid using images that depict real people without authorization.
• Do not use photographs or copyrighted material as a direct basis for generation
• Avoid prompts that explicitly imitate the style of a specific artist.
• Review the license terms of the tools used
• Save references, prompts, or materials that explain how the piece was generated.

What skills make you more employable if you work with AI: judgment, leadership, and craftsmanship

The use of generative tools It does not replace creative abilities that are valued in an agency. The more accessible these tools are, the more important the criteria for using them become.

• Creative criteria for evaluating which ideas have campaign potential
• Creative direction to guide the visual and narrative tone of a piece
• Ability to formulate precise prompts that generate useful results
• Knowledge of storytelling and narrative structure for audiovisual pieces
• Visual sensitivity for choosing styles, references, and compositions
• Editing and adjustment capabilities to refine generated results

Miami Ad School: How to learn applied workflows to get into an agency

In Miami Ad School These tools are learned within the same creative process used in agencies. The focus is on Develop campaigns based on real briefs and work on ideation, art direction, screenwriting, and presenting ideas. You will also learn to integrate tools such as generative AI into professional creative workflows.

If you're interested in learning how to apply AI to real-world agency creative processes, you can get in touch. contact with the Miami Ad School team.