AI and ownership

What is AI-generated, and what is not

• AI-generated: the moving picture, the images, the sound and the voice. The voice speaks English lines from our script. None of it is a recording of a real job, a real crew or a real customer of yours.
• Not AI-generated: the claims about your company. Your name, your phone number, your service area, your offer, your guarantee, your license number — each one comes from an answer you confirmed in our form, and is stored with your name and the date. The scripts are written with the help of AI, and we check every line against those answers before an ad goes out.
• Yours from the start: your logo. It appears on the end card, as you sent it; it is never given to the video model.

If a subject has no confirmed answer behind it, it does not go in the ad.

How your ad is marked as AI

We do not add a label of our own. The marking is the one our video provider puts in, and we leave it exactly as it comes:

• A visible watermark. We ask our video provider for its AI watermark on every video. It is a small mark in a corner of the picture and stays visible in every format we deliver — vertical, feed, square and the short cut-downs. Our editing never crops, covers or blurs it, and we check each format for it before it leaves us.
• Content credentials. Where the provider embeds content credentials (the C2PA standard) in the original file, we keep them. We store the original unchanged, and the files we cut from it carry a content credential of their own that names the original as their source.

Please do not crop, cover or remove the watermark, and do not strip the file's metadata. It is how the video says it was generated.

What you have to switch on

The advertising platforms want their own disclosure, and only you can give it, because the ad account is yours. We tell you this again in the email that delivers each ad, because that is the moment it matters:

• TikTok requires AI-generated content to be labeled. When you post it, switch on the AI-generated content label; in TikTok Ads Manager it is “This ad contains AI-generated content”. TikTok rejects or restricts AI ads without it.
• Meta (Facebook and Instagram) may add an “AI info” label to an ad by itself. Leave it on.
• Meta, second thing: ads about housing, employment or credit — including property listings, rentals and hiring ads — must be declared as a Special Ad Category, which limits how narrowly you may target them. If you advertise property or run hiring ads, this applies to you.

The end card, and your license number

Every video comes with an end card: your logo, your number, your area, your offer. Usually it is a separate image that you can add at the end of the video yourself.

Some states require a contractor's license number in every advertisement — for example California, Nevada, Washington, Oregon, Arizona, Florida and Maryland, and Ohio for some trades. For a business there, the license number is a required field in our form, it goes on the end card, and the end card is attached to the end of every video, including the short cut-downs. In Nevada and Maryland the end card shows the licensed name together with the number. For real estate, California requires the broker's license number, and Florida and Texas require the name of the brokerage.

This list is our own reading of state law, not legal advice. If your licensing board requires more on your ads, tell us.

No testimonials, and no real people

We never put a testimonial, a review, an endorsement or a customer's face in an ad — not a real one, and not a generated one. Nobody in your ad is playing one of your customers or one of your crew, and we do not show a real person or imitate one.

United States law bans fake and AI-generated consumer reviews and testimonials, with penalties for knowing violations (16 CFR Part 465, in force since 21 October 2024). We would rather stay far away from that line than near it, so our system has no field for a testimonial at all.

Who owns the finished ad

You do. Once the month is paid — and for the free first ad, from delivery — the ad is yours: run it on any platform, cut it, hand it to another agency, keep it after you cancel. There is no license window, and we will not license your ad to anybody else. Our video provider does not claim ownership of what it generates for us, and whatever rights we hold in the ad, we transfer to you in full, without limit in time or place.

Two honest caveats. First, under current United States Copyright Office guidance, material generated purely by AI carries no copyright of its own — not for us, and therefore not for you. Neither we nor anyone else can hand you a copyright that does not exist. You can use your ad freely, but you may not be able to stop someone else from using a similar image. Second, a generator can produce similar output for different users, so we cannot promise that no one else will ever get a similar picture.

Your logo, your company name, your pictures and your words were yours the whole time and stay yours. The ad as a whole — the selection, the arrangement, the script, the end card — is handed to you as far as any rights in it exist.

What we do with your details

To produce an ad we pass what the task needs to the services that draft the script and produce the video. Which companies those are, where they sit, and on what basis data reaches them is listed on Privacy.

We do not use your details, your logo or your ads to train any model.

This page is written to be read and understood rather than to look like a contract. It is not legal advice, and it is not a substitute for your own counsel if your company needs one. The conditions themselves are on Terms.