Start with the communication job
Write down what viewers should understand, feel or do. A conceptual brand world has different requirements from a factory demonstration, a customer interview or a product close-up. Treat each of those as a production decision before choosing a method.
Where AI can be useful
AI is a strong option for ambitious environments, controlled visual worlds and early exploration. It can reduce dependence on travel, sets and some physical-production logistics for suitable briefs. The film still needs a coherent script, visual direction, edit and sound.
Where real footage earns its place
Real people, real workplaces and physical demonstrations can be essential to the message. Use live action when documentary authenticity, precise interaction or a particular performance is central. Replacing these with generated material may weaken the reason the viewer should trust the film.
Plan hybrid shots early
A photographed product or a controlled 3D asset can anchor a shot inside an AI environment. Plan the angle, lighting, camera movement and integration before production. A hybrid decision made at the storyboard stage is easier to manage than a correction attempted at final edit.
Make the decision together
Share brand assets, mandatory details, references and channel requirements with the production team. Align on representative key frames before the full film is produced. That makes the look and the limits of the chosen approach concrete.