# Research with AdMuse

> Use advertising references to develop a grounded creative direction, then turn that direction into a production workflow.

Source: https://kaitoi.io/docs/integrations/admuse/
Section: Kaitoi Studio / Research and knowledge
Written for: Anyone researching or developing an advertising brief in hosted Kaitoi.
Last reviewed: 2026-10-24

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AdMuse supports advertising research and creative development in hosted Kaitoi.
Use it with Penny in **Lab** to move from a brief to references, concepts, scripts, and
campaign directions.

## Keep evidence, ideas and production connected


For a fictional bookshop brief, keep the reference identifier and observed creative mechanism separately from a new proposal such as “Pass the story on.” A production brief then specifies shots, duration and format before building and running the necessary workflow. The illustrated concept is authored, not retrieved advertising evidence. Research does not grant reuse rights or produce a finished asset.

The fictional reuse reference depicts one object moving between owners. The interpretation “the object carries a story forward” informs a new book-swap concept: on the shelf, handed to someone else, then read. These are authored reference and shot illustrations, not retrieved campaign evidence.

*Figure: Build an original direction from traceable creative research.*

## Give the research a purpose

Describe the product, audience, intended placement, market, and creative
question. Specify what you want to learn from the references: a storytelling
mechanism, visual treatment, format, or way of communicating the product.

For example:

> Find useful references for a short campaign about a fictional neighborhood
> bookshop. Explain the creative mechanism in each and propose three original
> directions we can produce with a small cast.

## Separate evidence from a proposal

Ask Penny to distinguish what a reference actually demonstrates from an
inference or a new creative idea. Keep source information with the direction so
you can revisit the material that informed it.

A retrieved advertisement is a reference, not permission to reuse its footage,
music, brand, or design. Check the rights for any material you intend to include
in your own deliverable.

## Move toward production

Choose a direction and turn it into a script or shot list. Collect the useful
references in Lab, organize shots in Storyboard, and build repeatable production
steps in Graph when you need more control over inputs and output formats.

State required aspect ratios, durations, and deliverables before generation.
Research, synthesis, and producing media are different tasks and can have
different costs.

## Availability

AdMuse is a hosted Kaitoi service and is not included in the announced
self-hosted distribution. Its Penny tools are offered in Lab. Operations that
use embeddings or language models require the **managed OpenAI provider** to be
enabled in Settings and charge the calling account.

If the relevant tools are unavailable, check service availability and your
account before treating the failure as a problem with the creative brief. A
research response alone does not mean a production graph has been built or run.

## Keep the creative trail

**Research:** retain source identifiers and describe what the reference
actually shows. **Develop:** label new concepts and creative inferences as
proposals. **Produce:** specify the actual media, format, duration and execution
requirements. A research session or concept is not a rendered deliverable.

## Checks and next steps

AdMuse's available workflow can move from library lookup and reference
search to research briefs, reference-set analysis, concepts, development, and
campaign directions. Ask Penny to keep the reference identifiers and distinguish
observed evidence, an inference, and your new proposal at each stage.

When continuing a creative session, identify the session and concept you mean
rather than assuming the last visible image determines the source. A stored
concept or campaign direction is not automatically a rendered asset or a
completed production graph. Specify the production deliverables separately.

For operations using embeddings or language models, enable the required
managed OpenAI access in **Settings → Account → Providers**. Metadata-only
library inspection and model-backed creative work have different requirements.
If a research call fails, resolve the actual service/provider error; do not
treat invented reference details as retrieved evidence.