Writing AI image prompts for ad creative

A prompt structure that works

Vague prompts give vague images. Describe the subject, the setting, the style, the lighting and the format, in that order.

• Subject: what or who is in the frame
• Setting: where it happens
• Style: photographic, illustrated, flat colour
• Lighting and mood
• Format: square, portrait or landscape, with space for copy

Add brand constraints

Name your colours, what to avoid and any product details that must be accurate. If a detail matters, such as packaging, use a real product photo as a reference rather than hoping the model gets it right.

Treat outputs as concepts

Generate several options, shortlist two or three and review them against your brand rules. Check hands, text and product details closely, since these are where images most often go wrong.