KD-CVG: A Knowledge-Driven Approach for Creative Video Generation
Authors: Linkai Liu, Wei Feng, Xi Zhao, Shen Zhang, Xingye Chen, Zheng Zhang, Jingjing Lv, Junjie Shen, +4 more
Organizations: † Sun Yat-sen University · ⋆ JD.COM
Abstract
Creative Generation (CG) leverages generative models to automatically produce advertising content that highlights product features, and it has been a significant focus of recent research. However, while CG has advanced considerably, most efforts have concentrated on generating advertising text and images, leaving Creative Video Generation (CVG) relatively underexplored. This gap is largely due to two major challenges faced by Text-to-Video (T2V) models: (a) \textbf{ambiguous semantic alignment}, where models struggle to accurately correlate product selling points with creative video content, and (b) \textbf{inadequate motion adaptability}, resulting in unrealistic movements and distortions. To address these challenges, we develop a comprehensive Advertising Creative Knowledge Base (ACKB) as a foundational resource and propose a knowledge-driven approach (KD-CVG) to overcome the knowledge limitations of existing models. KD-CVG consists of two primary modules: Semantic-Aware Retrieval (SAR) and Multimodal Knowledge Reference (MKR). SAR utilizes the semantic awareness of graph attention networks and reinforcement learning feedback to enhance the model's comprehension of the connections between selling points and creative videos. Building on this, MKR incorporates semantic and motion priors into the T2V model to address existing knowledge gaps. Extensive experiments have demonstrated KD-CVG's superior performance in achieving semantic alignment and motion adaptability, validating its effectiveness over other state-of-the-art methods. The code and dataset will be open source at https://kdcvg.github.io/KDCVG/.
Advertising video generation is not only a video synthesis task, but also a product-conditioned reasoning problem whose success is measured by online business metrics. Recent video foundation models can generate realistic clips from multimodal conditions, yet they do not optimize how a product should be transformed into an effective advertisement or how future generation should be improved from online business feedback. To close this loop, we propose AgenticGen, a reward-guided agentic framework that decomposes advertising video generation into two trainable reasoning stages, strategy selection and draft generation, thereby exposing optimization targets that online business feedback can supervise. AgenticGen learns a performance-based reward from accumulated online feedback and a complementary rubric-based reward aligned with human quality standards, then uses them to supervise policy optimization. DPO first moves the agentic policies toward online preferences, and GRPO further refines both stages with process and outcome rewards. Offline experiments validate the reward models and successive policy optimization. Online A/B experiments in the TikTok advertising system show that AgenticGen after DPO and GRPO improves CTR by 2.72%, CVR by 2.63%, and Advv by 9.61% over the SFT baseline.
Text-to-video diffusion models generate realistic videos, but often fail on prompts requiring fine-grained compositional understanding, such as relations between entities, attributes, actions, and motion directions. We hypothesize that these failures need not be addressed by retraining the generator, but can instead be mitigated by steering the denoising process using the model's own internal grounding signals. We propose \textbf{CVG}, an inference-time guidance method for improving compositional faithfulness in frozen text-to-video models. Our key observation is that cross-attention maps already encode how prompt concepts are grounded across space and time. We train a lightweight compositional classifier on these attention features and use its gradients during early denoising steps to steer the latent trajectory toward the desired composition. Built on a frozen VLM backbone, the classifier transfers across semantically related composition labels rather than relying only on narrow category-specific features. CVG improves compositional generation without modifying the model architecture, fine-tuning the generator, or requiring layouts, boxes, or other user-supplied controls. Experiments on compositional text-to-video benchmarks show improved prompt faithfulness while preserving the visual quality of the underlying generator.
Recent diffusion models achieve strong photorealism and fluency in video generation, yet remain fragile under abstract, sparse or complex conditions, leading to poor performance in professional production workflows such as storyboard sketches and clay render conditions. Existing video generation models, either inject conditions through adapters or couple a generic vision-language model (VLM) within a diffusion backbone, leaving a capability gap and failing to produce the videos that align with the user's creative intent. We present CogOmniControl, a reasoning-driven framework that factorizes controllable video generation into creative intent cognition and generation. Specifically, we train a specialized CogVLM using authentic anime production data. Compared to generic VLMs, it generates more professional and clear outputs, accurately cognizing user creative intent from sparse and abstract conditions and tuning these cues into dense reasoning output. Besides, CogOmniDiT unifies the controls from various conditions through in-context generation and is aligned to the CogVLM reasoning outputs via reinforcement learning. Furthermore, leveraging CogVLM's robust capability in guiding video generation, we release its potential in planning specific evaluators and enable a Best-of-N selection for the generated videos. This integration transforms the entire framework into a closed-loop "harness-like" architecture. We further introduce CogReasonBench and CogControlBench, built from professional workflows data that carry genuine creative intent rather than simulated ones. Experiments on two benchmarks show that CogOmniControl surpassed the existing open-source models. The project website: https://um-lab.github.io/CogOmniControl/