AI is rapidly transforming video production… and don’t we know it. All I am seeing on LinkedIn is AI videos at the moment…
From video generation and concept development to previsualisation, animation and post-production workflows, artificial intelligence is now embedded across the production pipeline. For any modern AI video production company or AI video agency, these tools are becoming part of the creative engine.
But there’s a critical question that often gets overlooked:
The Advertising Producers Association (APA) recently analysed the rights granted and retained by the 25 AI tools most used for film and image creation. The findings are essential reading for brands working with an AI video agency, as well as production partners integrating AI into commercial workflows.
Here’s what it means in practice.
At enterprise level, the most common contractual position is clear:
Full ownership of AI-generated outputs is granted to the customer.
Across most major vendors, the dominant wording assigns all right, title and interest in outputs to the customer.
For brands commissioning AI-assisted video production, that typically includes:
In some agreements, ownership is automatically assigned upon creation. In others, the structure is a perpetual, exclusive, royalty-free licence that is effectively equivalent to ownership.
Enterprise clients require:
For any serious AI video production company, clean output ownership is now baseline.
While enterprise contracts often look reassuring, not all AI vendors take the same approach.
Some providers grant a broad, perpetual licence rather than assigning full ownership.
In day-to-day use, this may feel similar. But for IP-heavy campaigns, brand films, franchise assets or recurring video formats, the distinction matters.
If you are commissioning an AI video agency to create long-term brand assets, clarity on ownership is critical.
A smaller group of vendors use unclear or mixed language around output ownership.
Ambiguity introduces risk:
For brands investing in AI-assisted video production at scale, grey areas in contracts can quickly become commercial exposure.
Ownership is only part of the equation.
The more significant risk often lies in training and model improvement rights.
Some vendors reserve the right to use inputs or outputs to improve their models, even within enterprise plans.
In practical terms, that could mean:
…being used to refine future versions of the model, unless explicitly excluded.
Best-practice enterprise AI terms now look like this:
For brands seeking an AI video agency partner, this is the contractual gold standard.
AI is no longer experimental in video production. It is being used in:
If ownership and training rights are unclear, brands face three core risks:
For global campaigns, regulated sectors and long-term brand platforms, this is not theoretical. It is a strategic consideration.
AI is not a shortcut. It is an accelerator.
But acceleration without governance creates exposure.
As an AI video production company, we integrate AI tools into our workflows with:
As an AI video agency, our responsibility is not just creative innovation. It is commercial protection.
The future of video production will be AI-assisted. That is inevitable.
The real differentiator will not be who uses AI.
It will be which AI video production companies use it responsibly, securely and strategically.
Thinking about an AI-driven video project? Let’s turn your idea into something extraordinary — schedule a call with us today!