You would have to create a deployment installer package that contains the serial, not an image.
Where is online documentation for this? Is this the same process using creative cloud packager?
Please go through the mentioned kb: http://blogs.adobe.com/oobe/2012/09/aamee-3-1or-why-puffer-fish-is-a-delicacy.html that outlines the meachine to license has been removed in AAMEE3.1. This means that any serialized package created by AAMEE 3.1 that is installed in a master image will still be serialized on a cloned system. Why? Because we have removed the toxic liver of the fugu/puffer fish. We are using the puffer fish’s liver as a metaphor instead of the puffer fish. In AAMEE 3.1 the machine-to-license relationship that was introduced in CS6 has been negated, neutralized, and ostensibly: neutered.
Please find the CS6 deployment guide for more information: http://www.adobe.com/devnet/creativesuite/enterprisedeployment.html