AI commercial video production in the UAE: rights, rules and disclosure
Who owns an AI-made commercial, which UAE rules still apply, and what to settle on rights, likeness, language and disclosure before you publish.
AI commercial video production in the UAE is governed by the rules that govern advertising, not by the tool that made the pictures. Settle four things before you publish: who owns the film, whether anyone's face or voice is in it, whether the Arabic and the imagery suit the audience, and whether you will say that AI made it. None of this is legal advice.
We make AI ad films from our Dubai studio, and the same questions come up on almost every brief. This is the checklist we work through with clients.
Do UAE advertising rules apply to AI-made commercials?
Yes. The rules attach to the advertising, so an AI-made commercial is treated like any other once it is published. Two examples we have written about: since 1 February 2026 anyone creating advertising content while in the UAE needs an advertiser permit from the UAE Media Council, and brands are expected to check, as we explain in the UAE permit rules. Property adverts in Dubai also need a permit number, covered in the Dubai property advert rules. Check the current requirements with the relevant regulator before a campaign goes out.
Who owns an AI-made commercial?
Whoever the contract says. How copyright applies to AI-generated images varies between countries and is still being settled, so do not rely on a default. Put the following in writing before work starts.
What about real people, voices and brands?
Treat generated content with the same care as filmed content. If a real person's face or voice is recognisable in the film, you need their written consent. If it only looks like someone, you still need to check.
- 01Faces.Never generate a recognisable real person without a signed release
- 02Voices.A cloned voice needs the speaker's consent and a clear scope of use
- 03Look-alikes.A character that resembles a known figure invites a complaint, so avoid it
- 04Brand marks.Logos and products of other companies need permission, including in the background
Thinking about an AI ad film?
Tell us the product, the audience and the deadline. We reply within one working day with a scoped quote.
How do you get Arabic and cultural fit right?
Have a native Arabic speaker write or proof the script, the voice and the subtitles together, not in separate rounds. Check the imagery for dress, gesture and setting that suit the audience, and for religious sensitivity. A campaign for Ramadan has its own calendar, which we cover in Ramadan 2027 starts in February. On language, localising ads into Arabic sets out the options.
Should you tell viewers that AI made the ad?
Decide before you publish, because major social platforms have introduced labels for realistic AI-generated content and their policies change, so check each one. Audiences notice. In one US survey, 55% of consumers said they view a brand less favourably once they can tell AI produced its creative, which we cover in AI ad films in 2026: what the numbers say. The practical answer is to be straightforward about it and to spend the budget on the finish, because what people react to is the seams showing.
What should you check before you publish?
If you are choosing who will make the film, read how to choose an AI video production agency in Dubai. For the process and deliverables, see how an AI video production project runs. Our films are on the AI ad films page, and AI ad films start from AED 10,000 for a film up to one minute.
Thinking about an AI ad film?
Tell us the product, the audience and the deadline. We reply within one working day with a scoped quote.
AI commercial rules in the UAE: rights, likeness and disclosure.
Are AI-generated commercials legal in the UAE?
The rules that apply are those for advertising in general: the advertiser permit where it applies, the permit for property adverts, and content standards. Check the current requirements with the relevant regulator, and note that this is not legal advice.
Who owns an AI-generated commercial?
Whoever the contract says. How copyright applies to AI-generated images varies between countries, so agree ownership of the film, the project files and the licences in writing before work starts.
Can an AI commercial use a real person's face or voice?
Only with that person's written consent and a clear scope of use. Do not generate a recognisable real person without a signed release, and avoid look-alikes of known figures.
Do I need to disclose that a commercial was made with AI?
Major social platforms have introduced labels for realistic AI-generated content, so check each platform's current policy. Decide on your own wording before you publish.
Do AI commercials in the UAE need Arabic versions?
Not by default, but most campaigns benefit from them. Have a native speaker write or proof the script, voice and subtitles together.
How much does AI commercial video production cost in the UAE?
At Steer Media, AI ad films start from AED 10,000 for a film up to one minute, priced by length. A live-action TV commercial starts from AED 100,000.
