5,000+ personalised agent videos across four regulated markets.

The problem

Agents wanted videos they could share with clients and prospects under their own name. A film shoot for each of thousands of agents is impossible. In insurance, every one of those videos is a regulated communication, and legal has to be able to stand behind each one.

Reviewing thousands of videos one by one was never going to happen. The programme needed a way of approving that could cope with the volume.

What was fixed and what changed

Regulatory disclosures, product terms and the brand elements were locked. They were placed from approved files and never generated. The agent's name and details, the market and the language were controlled fields, filled from Sun Life's data and nowhere else. Generation only touched the presentation around them: the greeting, the delivery and the background.

The campaign's hero video was made together with Adaptive Media Partners, Instant Studio's production partner in Hong Kong.

How approval worked

Sun Life's legal team reviewed the workflow: the rules, the templates and the way the disclosures behaved. Every video the workflow produced could be traced back to that approved set-up. Sign-off happened once, on the set-up.

People reviewed the exceptions and the final cut. Every face and voice used had written consent on file. None of the videos carried an AI copy of a real person's face or voice, so the per-video human check that applies to synthetic likeness did not arise. Where it does, a person watches every video.

The rules that apply

Hong Kong's Insurance Authority holds the licensed insurer responsible for what an AI system produces on its behalf. Its guidance expects testing, governance and ongoing monitoring under the enterprise risk management guideline (see the Authority's Conduct in Focus article on chatbots and AI). In March 2026 the Insurance Authority, the HKMA, the SFC and the MPFA launched the GenA.I. Sandbox++, which extends the 2024 generative AI sandbox to insurance. A workflow whose rules a legal team can inspect and sign, with every video traceable to those rules, is how that responsibility is met in practice.

The result

More than 5,000 personalised agent videos across the Philippines, Hong Kong, Singapore and Malaysia, legal-approved in every market. Agents shared the videos on social media without being asked. The marketing lead's instruction on rolling it out: "Just do it."

Seen in the wild: an advisor's own Instagram post of their personalised New Year video, tagged #SunLife2026 and #SunLifeHappyNewYear.