Production
Launching a Product with AI (2026)
A product launch has a fixed date, and often a product that doesn't exist yet. Here's how we use AI to get there ready.
A product launch has a problem an ordinary corporate video doesn't: the date. It can't move, and on that day the video has to be ready.
Why a launch is different from any other video
On an ordinary project, if a scene doesn't work, you can negotiate on time. For a launch the deadline is almost always fixed: a trade fair, an event, the start of sales. So we use AI to explore several visual directions in the time available and pick the right one, and the rest of the production stays as it is.
The product often doesn't exist yet
The most common case: the final product isn't ready when we already need to start shooting. Prototypes, renders, color samples that differ from the final version. Generative AI genuinely helps here: we can build scenarios, settings and compositions before the real product is available, then swap in the final asset in the last usable days.
Product consistency is the real constraint
We've seen it in other projects too: with generative AI a product can change shape or detail with every generation. In a launch this matters even more, because the audience sees the product for the first time in that very video, and a wrong shape or colour stands out at once. When the product has to be exact, the last step stays manual.
What we decide before opening any tool
- What the viewer needs to know within the first three seconds.
- Whether the product is the protagonist or the excuse to tell a different story.
- Where the video ends and the campaign begins: a launch is almost always made of several pieces.
Not every launch needs the same format
A tech product launch has a different rhythm than a fashion collection launch, which has a different rhythm than an in-store launch with real guests. Sometimes the right format isn't a video at all: it's a live event that tells the product's story better than any edit ever could.
If your next launch needs a video, see how we work on corporate and product video. If you're thinking about a live event to tell its story instead, the format is in