How to write a product brief for an AI ad

Start with one creative goal

A product description and an ad brief serve different purposes. The description explains what the product is; the brief explains what this particular creative needs to communicate.

Choose whether you need a full video, an opening hook or a closing CTA. Name the audience and the intended placement. A focused brief gives you something specific to review instead of asking the draft to solve every marketing problem at once.

• Product and exact variant
• Audience and one message
• Full video, hook or CTA
• Target placement, ratio and intended duration

Separate product facts from creative direction

Bring the exact product name, approved description and usage information. Record the source of any benefit or offer. If you cannot confirm a claim, leave it out of the draft.

Creative direction can describe tone, pacing or a routine moment. It should not introduce a new ingredient, customer experience or performance result. Treat missing imported details as missing—not as permission to invent them.

Choose material you have permission to use

Attach the correct packaging, product photographs and approved footage. Note whether an asset may be cropped, edited or sent to a generation provider. A useful reference communicates structure; it does not automatically grant reuse rights.

If the creative needs an avatar or voice, review the available licence and intended use. A fictional presenter should not be written as a real customer claiming a personal result.

Review Brand Library →

A short brief you can adapt

Replace every sample field with your own facts. A template makes omissions visible; it is not evidence that the sample product or its claims exist.

Product: Daily Serum — fictional example
Approved fact: A serum for a daily skincare routine.
Audience: People looking for a simple product introduction.
Creative: A vertical full-video draft for Instagram.
Direction: Packaging → product explanation → clear next step.
CTA: Explore the product.
Do not add: Results, ingredients or endorsements that are not verified.

Start my product brief →

Review the draft before production

Check the opening, spoken lines, visual instructions and CTA against the brief. Confirm that framing and captions work for the intended placement. Keep the approved source facts available while editing.

In Adogenic’s planned journey, creative review and spending approval are separate. The exact draft and production scope must be quoted before paid work. A changed script, model or output format can require another review and quote.

Keep the next iteration focused

If the opening needs work, change the opening—not every part of the ad at once. Keep the original version so you can tell what changed. Review new claims even when most of the draft stays the same.