Hi,
We would recommend to deploy antivirus software after sysprep completed. Because some of customers feedback antivirus software such as AVG, Bitdefender and others will have a conflict with sysprep, so they should be not added in image before deploy. However, Kaspersky Security Center 10 could be installed in image during sysprep which is recorded in a step by step manual on Kaspersky website.
But, to avoid unnecessary troubleshooting action, we should deploy antivirus software after sysprep completed.
As smith said, we could deploy software with SCCM, MDT. But if you are not familiar with those tools, we also could deploy with GPO.
Here is a link for reference.
How to deploy software packages via GPO
Please note: Information posted in the given link is hosted by a third party. Microsoft does not guarantee the accuracy and effectiveness of information.
Bests,