A video estimate is shaped less by the camera or the AI model than by the decisions in your brief: how many finished assets you need, which shots must be filmed, generated or built in 3D, how much must stay consistent, how many approval rounds you need and when it has to be delivered. Fix those early and the estimate stays stable.
A video estimate is shaped less by the camera or the AI model than by the decisions in your brief. Below are the factors that move it, in the order we usually discuss them with a client, plus a checklist you can send with your next brief.
The deliverable list
The number of finished assets matters more than the length of the hero film. A master plus verticals, cutdowns, subtitles and ad variants means more editing, versioning and checking than one master. List every placement and format at brief stage: reframing later costs more than planning the crops up front. Versions and cutdowns are quoted from a version matrix, as described on our versioning, cutdowns and subtitles page.
The method for each shot
Every shot has a natural method. An imagined environment may suit generative AI. A real performance or the exact product often needs a camera or a 3D build. When both are needed, the project becomes hybrid and the join between methods has to be planned before the shoot. We choose AI, live action or 3D for each part of the brief rather than for the whole film; our hybrid AI and live-action page explains how that works.
What has to stay the same
Characters, products, labels and locations that must look identical from shot to shot need locked references and a deliberate review step. The more shots that must hold the same face or packaging, the more production and review time the film needs. Our article on character consistency in AI video explains why.
Source assets
Approved CAD, product photography, brand fonts and earlier footage shorten the build. Missing or unapproved assets add modelling, retouching or clearance work. Client assets are reviewed for quality and permitted use before production. For product work, see 3D product visualisation.
Approval rounds and who approves
Revision rounds are agreed in the estimate, and each stage has an approval point. Changes to an already approved direction are scoped separately. Name the person who can approve at each stage: unclear approvals are one of the quietest cost drivers.
Languages and markets
Running one film in several markets is its own scope: subtitles, voice, end cards, product names and required statements per market. Track them in a version list from the start, and decide early whether you need subtitles only or dubbing and localisation.
Schedule
A realistic delivery date keeps the budget stable. Rush work and out-of-scope additions are quoted separately before they are produced.
Rights, music and talent
Talent consents, music licences and usage terms depend on territory, media and term. Wider use usually means more to license. Put the media plan in the brief so these can be scoped. Our rights-aware AI production frameworks page and the AI music usage checklist cover the questions to ask.
A brief checklist for an accurate estimate
objective and audience
every placement, format and duration
which shots must be real, which can be generated or built
available assets and who approved them
what must stay consistent
number of approval rounds and named approvers
markets and languages
delivery date
media plan for rights and music
Get a fixed estimate
Send the brief with the checklist above and we will return a fixed estimate, agreed in writing. For typical price ranges, read AI video production cost, see pricing or start a project.
Quick answers
Process, timelines, pricing & deliverables.
What is the biggest cost factor in video production?
Usually scope: how many finished assets have to be delivered, in how many formats, versions and languages. One master film costs less to finish than a master plus verticals, cutdowns, subtitles and ad variants.
How do I keep a video estimate stable?
Lock the deliverable list, the method for each shot, the approvers and the delivery date in the brief. Changes to an approved direction and rush work are scoped separately before they are produced.
Is AI video always cheaper than a shoot?
Not automatically. AI shifts effort from physical production to visual development, generation, review and finishing. The right method depends on the shot, and many projects combine AI, live action and 3D.
Where are AI25's prices?
Starting prices are published on the AI25 pricing page and exclude VAT. Price examples by tier are explained in our article on AI video production cost.
