David Safian On AI-Production In Advertising Now And In The Future
David Safian, owner of SaF Productions, has had an incredible career. He was a camera and lighting assistant to Annie Leibowitz, he went out on his own and shot Fleetwood Mac, Jane’s Addiction, Beyonce, Rihanna, and Kiss in both photography and music videos, and now runs his own aforementioned production company. Along the way, he’s become an expert in AI production. I got to known him when we leveraged his expertise with Ideasicle X’s Hallmark campaign, which was produced using nothing but AI (and art director, Rich Wallace).
Our companies, IX and SaF, are forming an alliance where Ideasicle X brings the humans for ideation and David brings the AI firepower for production. We’ve had lengthy fascinating conversations about AI in advertising and I wanted to share some of David’s advice and predictions with you through this Q&A.
Q: What got you into AI production?
I've watched the world of commercial production shift rapidly in recent years. With the rise of A.I. technology, we now have powerful new tools to create smart, cost-effective solutions—especially for clients with limited budgets. While I still aim to produce high-level, big-budget shoots, the reality is that those opportunities are fewer and budgets have tightened.
Q: What has surprised you most about producing with AI?
I've been witnessing a remarkably fast rise in the quality of AI-generated content—and even with my experience in production, the speed of this advancement has taken me by surprise. The imagery, sound design, and voiceover capabilities have improved so rapidly that much of it is already indistinguishable from traditionally produced media to the average viewer. What once felt experimental or rough around the edges is now approaching a level of polish that rivals professional human-created work, and it's happening far faster than I anticipated.
Q: What are a couple of your favorite examples of well-done AI production?
Well, the Hallmark series we did with Ideasicle X for one….
Here are a few more notable examples -
Q: Categorically, what are AI’s strengths and weaknesses when it comes to ad production?
AI's greatest strength in ad production is its ability to significantly reduce costs while accelerating turnaround times. With the right prompts and creative direction, it's possible to generate high-quality visuals, voiceovers, and even edit-ready sequences without the need for a traditional crew or studio setup. This opens the door for brands with limited budgets to produce content that once required much larger investments.
That said, the technology isn't without its limitations. The most common weaknesses include inconsistencies in continuity, short clip durations that require careful stitching, and visual or narrative flaws that can make the final product feel artificial or disjointed. Resolution and rendering quality can also lag behind professional-grade production, especially for large-format or high-detail needs.
Ultimately, the tools are only as effective as the creativity behind them. We're limited less by the technology itself and more by how we imagine and direct its use. With smart planning and an understanding of its constraints, AI can be a powerful ally in modern ad production.
Q: It seems like it’s “game over” for traditional production? Is that true?
I don’t think so. While AI is a powerful tool, it doesn’t replace traditional production—it adds to the toolbox. There will always be different tiers of production, each with its own balance of cost, quality, and creative control. AI is great for certain types of projects, especially when budgets are tight or timelines are short, but high-end, live-action production still delivers a level of nuance, authenticity, and emotional impact that AI can't fully replicate—at least not yet.
Q: If a creative team were about to come up with a TV campaign including three :30 spots with the knowledge the spots would be produced using AI, how would you guide them?
A.I. video tools work like directing a stage play—you give prompts, and the system (your actors and crew) performs. Sometimes it nails the scene, often it doesn't. Expect trial and error. On average, it takes 5–15 generations to produce a usable 10-second clip.
Longer videos are possible but come with increased complexity. Most tools only extend by 5 seconds at a time, and maintaining consistency across clips is hit-or-miss. Edits to an extended clip typically require starting over. That said, you can stitch together multiple 10-second clips into longer spots—:15, :30, etc.
Think of prompting like describing a scene to several painters. Each will interpret it differently. The same goes for A.I.—more attempts improve your odds, but generation can be resource-intensive.
Complex prompts (more happening in the scene) generally lower the chances of all elements being rendered correctly. Fine-tuned, frame-level animation control isn’t currently possible like it is with traditional CGI, though you can still grade and augment A.I. clips with VFX later.
By understanding the strengths and limits of this process, we can avoid common pitfalls and create standout results as a team.
Q: what advice do you have for traditional agencies when it comes to AI production?
Hmmm….hard to say - but I asked ChatGPT, Lol - and this was it’s answer (fait accompli?)
Embrace it, but don’t abandon what you know. AI is a tool—powerful, fast, and cost-effective—but it still needs creative direction, strategic thinking, and human oversight to be effective. Agencies that learn to integrate AI into their workflow without losing their creative standards will have a real competitive edge. Use it to prototype, to pitch, to enhance—not to replace your creative process. Stay curious, stay critical, and see it as an extension of your team, not a threat to it.
Postscript: Human Ideas + AI Production
It’s weird, but I agree with ChatGPT’s response completely. In fact, we are now involved in our second “Human Ideas + AI Production” project and David and I personally believe this combination of humans coming up with the advertising ideas and AI handling the production is the future of advertising. We even include David in the creative briefing so the human creatives understand the parameters of AI production up front.
This “HIAIP” process is ideal for brands looking to get compelling, creative, professionally produced content on TV or in social that doesn’t cost hundreds of thousands of dollars, and doesn’t take months to create.
If interested in learning more about our process, send me a note.
Will Burns is the Founder & CEO of the revolutionary virtual-idea-generating company, Ideasicle X. He’s an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the Ideasicle Newsletter and never miss a post like this. Will’s bio.