For many brands, AI video still carries the wrong reputation.
Fast. Cheap. Generic.
I understand why. A lot of what’s labelled as “AI video” today really is just automated output — prompts in, clips out, very little thinking in between.
At Splento AI, we’ve built something very different.
Our AI video production process is not about shortcuts. It’s about combining artificial intelligence with human creative judgement, cinematic craft, and experienced post-production. AI is the engine — not the director.
This post takes you behind the scenes of how our AI marketing videos are actually made, step by step, and why we operate as a full-fledged AI creative studio, not a tool.
Why Process Matters in AI Video Production
High-performing video doesn’t happen by accident.
Whether it’s shot on location or generated with AI, the fundamentals are the same:
- Clear creative intent
- Strong visual storytelling
- Controlled pacing and rhythm
- Brand-led decision making
Without a defined AI creative studio workflow, AI simply produces noise. With the right process, it becomes a powerful cinematic medium.
That’s where our approach starts.
Step 1: Strategic Briefing Before Any Prompt Is Written
Every project begins with a human-led briefing, not a model.
Before we generate a single frame, our creative team defines:
- The business objective (brand awareness, performance, storytelling)
- Target platform behaviour (LinkedIn, YouTube, paid social, food delivery listing)
- Emotional tone and brand references
- Visual constraints (logo usage, colour systems, pacing rules)
This phase is deliberately analogue.
Because AI can execute, but it cannot decide why a video should exist.
Only once the creative direction is locked do we move into generation.
Step 2: Prompt Engineering as a Creative Discipline
Prompt engineering for video is not copy-pasting text into a model.
It’s closer to cinematography on paper.
Our team develops layered prompts that control:
- Camera language (lens feel, depth, movement)
- Lighting logic and texture behaviour
- Subject motion and physics realism
- Scene continuity across shots
A single video may require dozens of prompt variations before we achieve the desired cinematic consistency.
This is where most “AI videos” fall apart — and where craft makes the difference.
Step 3: Controlled AI Generation, Not One-Click Output
We don’t generate entire videos in one pass.
Instead, our AI video production process breaks content into purpose-built scenes:
- Hero shots
- Detail moments
- Transitional visuals
- Atmospheric fillers
Each scene is generated, evaluated, refined, and regenerated if needed.
Nothing is accepted “because the AI gave it”.
This iterative approach allows us to:
- Maintain visual continuity
- Eliminate artefacts and unnatural motion
- Achieve premium texture and realism
- Match brand aesthetics precisely
AI gives us speed. The studio gives us control.
Step 4: Human Editing Turns Output Into Narrative
AI does not understand rhythm.
Editors do.
Once generation is complete, our senior video editors step in — the same calibre of professionals you’d expect in traditional post-production.
They handle:
- Narrative structure and pacing
- Shot sequencing for emotional flow
- Transitions that feel intentional, not automated
- Platform-specific timing logic
This is how AI marketing videos are made, which diverges sharply from tool-based solutions.
Without editing AI video is raw material.
With editing, it becomes storytelling.
Step 5: Cinematic Polish and Brand Alignment
Before delivery, every project passes through a final refinement stage.
This includes:
- Colour grading to match brand palettes
- Motion refinement and stabilisation
- Text overlays and graphic systems
- Sound design or music integration (where applicable)
The goal is simple:
The final video should feel intentional — not generated.
If a viewer can immediately tell “this was made by AI”, we consider that a failure.
Step 6: Platform and Performance Optimisation
A cinematic video that performs poorly is still a weak asset.
Our workflow accounts for how content behaves in the wild:
- First-second impact for scroll environments
- Visual clarity without sound
- Framing for vertical, square, and widescreen
- Loop logic for social feeds
Because AI allows rapid iteration, we can test and optimise formats far faster than traditional production, without sacrificing quality.
Human Creativity at the Core of Our AI Video Production Process
Tools generate content.
Studios create meaning.
Splento AI operates as a creative production partner, not software access. Our value doesn’t come from the models we use — it comes from the people shaping them.
Behind every video are:
- Creative directors
- Prompt engineers
- Video editors
- Brand strategists
AI is embedded into the workflow, not bolted on.
That’s how we consistently deliver cinematic AI video creation that holds up next to traditional production — and often outperforms it.
Transparency Builds Trust
We’re open about our process because we believe trust is earned through clarity.
AI doesn’t replace creative teams.
It empowers them when used with discipline.
If you’re exploring AI video and want results that feel premium, deliberate, and brand-safe, the process matters more than the technology. And that’s exactly where we focus.
Follow Splento AI to see our latest videos, creative experiments, and ideas.
Connect with me on LinkedIn for practical insights on scaling creative businesses, building with AI, and operating in fast-moving markets — grounded in real experience.
— Roman Grigoriev,
CEO & Founder
Splento
FAQ
What is prompt engineering for video?
Prompt engineering for video is the process of designing detailed instructions that control visuals, motion, lighting, and style in AI-generated scenes. It’s a creative discipline, similar to planning cinematography before filming.
Can AI-generated videos look cinematic and premium?
Yes, when created within a professional AI creative studio workflow. With expert editing, colour grading, pacing, and brand control, AI-generated videos can match or outperform traditional production in speed, flexibility, and impact.
How are AI marketing videos actually made?
AI marketing videos are created through a structured workflow: creative briefing, prompt engineering, controlled AI generation, human-led editing, and cinematic post-production. This ensures consistency, realism, and brand alignment.